I came across a fascinating insight from Alex Bachelor, former Marketing Director at Royal Mail. They were trying to understand why brand preference for Royal Mail differed between customer groups and geographical areas.
Initially, they expected service levels to be the deciding factor.
High service level = high brand preference, right?
But no! Their brand survey showed something completely different.
The single most important factor in how people perceived Royal Mail was the relationship the customer had with their mailman.
Think about it: one single person, the postal worker, had the greatest influence on the entire brand experience!
This insight is incredibly important, not least in a sales context. Your salesperson is often the only human contact the customer has with your company. Their attitude, knowledge and ability to build relationships affect the entire brand perception.
What can we learn from this?
- Invest in your salespeople: Train, coach and motivate them to become fantastic brand ambassadors.
- Give them the tools to succeed: Ensure they have the information and resources they need to provide an excellent customer experience.
- Encourage personal relationships: Empower salespeople to build long-term relationships with customers.
Remember: your salesperson is the face of your company. Make sure it’s a face that customers like!
