Today’s consumers are driven by purpose, and this is true for B2B and B2C brands alike. Buyers crave connections with brands that stand for something bigger and contribute positively to the world. So, it makes perfect sense to integrate your company’s purpose into the sales process. However, translating that noble idea into everyday sales conversations can be a hurdle. Here, we explore the common challenges salespeople face and how to overcome them.
The Features Trap
Challenge
Salespeople often excel at highlighting product features and benefits. But seamlessly weaving the company's purpose into that narrative can be a struggle.
Solution
Equip salespeople with clear talking points that connect features to the positive impact they create for customers. How does your product help them not just achieve their goals but contribute to a better world alongside your brand?
The Urgency Trap
Challenge
Salespeople are often under immense pressure to close deals quickly. Purpose-driven messaging might be seen as an unnecessary add-on that eats into valuable selling time.
Solution
Develop concise and impactful ways to communicate purpose. Short, well-crafted scripts or compelling visuals can effectively convey the message without detracting from core sales points. Highlight success stories where purpose-driven messaging helped close deals or build stronger client relationships.
The Skeptic Trap
Challenge
Salespeople might struggle to see the value of purpose if they can't directly measure its impact on sales figures.
Solution
Track customer feedback and engagement with purpose-driven messages. Monitor brand sentiment online and gauge customer response to purpose-related marketing initiatives. Share positive customer stories and testimonials that showcase the power of purpose in resonating with your audience.
By acknowledging these challenges and providing the right support, you can empower your sales team to become effective brand ambassadors. When they can authentically integrate your company’s purpose into the sales pitch, it fosters stronger customer relationships and a more positive brand image. In the end, purpose isn’t just a feel-good addition; it’s a strategic advantage that can propel your sales and marketing efforts forward.
The ROI of purpose is undeniable. So, why do so many companies struggle to see results? Purpose that creates long-term loyalty and profitability requires branding that stirs emotions and sets you apart. It requires communication and marketing systems that are strategic, streamlined, and followed by all. At AM, we’re experts at moving purpose off the wall and into the hearts of your people and processes, igniting buy-in from your team and your target audience.
