When a customer asks you, the sales rep, “Why your company?” what do you say?
“Because we’re better.” Bad answer.
“We try harder.” Bad answer.
“Because we’ve been meeting and solving customer challenges for 50 years.” Good answer.
Next question: “What kind of challenges?”
“Pricing issues.” Bad answer.
“Delivery minimums.” Bad answer.
“Helping to revamp menus to reflect customers’ brand promise and maximize profitability.” Good answer.
“How do you know how to do that?”
“We have years of experience and in-house expertise. Our company has been around for a long time. We’ve built our reputation on our ability to solve challenges and help our customers grow their businesses. Would you like to hear a little more about our story?” Good answer.
“Sure. Come back to my office so we can talk.”
Does your sales and marketing team have your story at their fingertips? It’s what differentiates you from your competitors – the only thing that truly does.
As founders and long-term employees move on, would there be anyone to chronicle the turning points, successes, failures and people stories at your company? Is there a written record? Not just a timeline or an “about us” paragraph on your website, but a complete, compelling story of your company’s roots, culture and growth and future promise told in a strategic, brand-savvy way?