Midsize companies (yes, even if you are a distributor or OEM) have a choice to sell on margin or value. Too often, margin wins. This breaks my heart.
We recently presented a brand story to the leadership team of a $10M company that wanted to better understand their mission, vision and values. They delivered on two of the three elements in the Iron Triangle (price, quality and speed). Can you guess which two? (Answer later in this post. I know you're on the edge of your seat 😲:)
When you sell strictly on margin, it's a transactional proposition where price leads the conversation. When you sell on value, it's relational selling. This is where trust, commitment, partnership and customer loyalty thrive.
Living your mission, vision and values moves companies into a higher value space for many reasons:
+ Your vision story gives people confidence you'll be there in the future
+ Your values guide decisions and culture; discerning customers will look for partners sharing similar values
+ Your mission gets you over the goal line and gives voice to your story across teams
After presenting the brand story, a comment from the CEO to his head of sales sums it up. He turned and said, "This is going to change the way we sell."
The kicker of this story: you already have the hard part down. You have your story, the only one of its kind in the WHOLE WORLD.
You don't need a Michigan Avenue agency or a fat marketing budget or K+L Storytellers. Your story is what sets you apart and your story starts with mission, vision and values. Simple brand strategy rooted in truth and authenticity.
Sell on value, not margin. Just like our client mentioned earlier. If you guessed that they prioritize quality and speed, you get the cannoli!!!:)
A CLASSIC MUST-READ on the topic of creating greater value to customers: Harvard Business Review. https://lnkd.in/gtS7JXGQ.
Are you on the 50-yard line with your creative endeavor? Or ready to start sharing stories to seriously scale your midsize company? We’re your storytelling team.