How Does Your Brand Behave?

Industrial buyers are no longer driven by the question: “Can you do the work?” That question has already been answered.

Industrial buyers are now driven by the question: “Do we really want to work with you?”

So how does your brand behave?

The people representing your brand every day make behavioral decisions, often unconscious, including how they greet customers, listen to them, answer their questions, show them options, explain something, handle an objection, addresses a need, gather information, challenge a perspective, solve a problem, communicate, and attempt to influence your customers.

The choices your people make can reflect courtesy, respect, helpfulness, and professionalism; indifference, apathy, and benign neglect; or disdain, rudeness, and outright hostility.

Brands that excel at this level of differentiation treat their people exceptionally well. So it then stands to reason that their people who feel well treated will be more motivated to treat their customers well.

If you are aiming to differentiate your brand you must ensure that the people in your company consistently treat customers in ways that are significantly better than the way your competitors treat them. Sales and marketing are people-driven. You quickly get found out as you aim to execute automation and low cost to serve approaches. So is this something we can measure, manage, or even control as marketers?

I think it is, after all, we are the change agents and leaders of customer intimacy.

In the words of Seth Godin: “What resource would enable you to do even better? When the cost of the resource (time, people, money, freedom) is worth the benefit, then sure, go for it. If you can’t make it better, hire someone who can.”

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More Reading: Why B2B marketing is different

INDUSTRIAL BRAND ACTIVATION GUIDE

Learn how to activate your brand, increase brand awareness and engagement levels. You’ll need to consider 5 key questions to be customer driven, enhance customer experience and set your brand up to win for the long-term. It’s the brands that challenge, create change and have the ability to inspire the people around them who will win with their Brand Activation Strategy.

ABOUT THE AUTHOR

Peter Zafiris is an industrial marketer and founder of Industrial Ideas. Having built his experience in B2B marketing from the ground up, Peter understands what it takes to succeed with your marketing strategy. All client projects are personally managed by Peter to help industrials like you get the return on investment you deserve. Peter and team, work hard to become an extension of your business, to help you get the most out of your marketing efforts. Get your free 30 minute marketing consultation to learn more.