Are Your Sales Sailing on a Flagship or Lost in a Rowboat
We at Orbit work on brand driven sales for our clients, meaning we believe in flagship companies. Does your brand have a powerful Flagship? There are five factors that turn a rowboat into a flagship for your sales.
- First and Only – Do you have a product or service that is the first and only, or unique in a major way? We find many companies have a first and only but don’t know it, haven’t named it, and, by no means, marketed it. Their loyal customers swear by it, but others don’t know about it!
- Solves the Riddle — Is there some problem that your customer base has that needs solving? You are the one to do it, because you do it better than anyone else!
- Has Legs – A great flagship can run. In other words, it is easy to communicate, has many aspects with value, can evolve verbally and visually, has longevity in the marketplace and can develop.
- Is an Umbrella – A great flagship is built on identifying benefits (three or less) of numerous features. All of your marketing should be aligned behind your flagship. An effective flagship is a big idea, where you can hang your hat.
- Is Memorable – Above all else, a flagship is easily remembered. The name is hopefully short, attached to a visual, and has the content capability that your customers can easily recall.
Every successful company, without exception, has a flagship. For example; Windows for Microsoft and the iPhone (iAnything) for Apple. Name the smallest company in your community that has lasted and you will find a flagship. For instance, here in Denver, Little Man Ice Cream is housed in a giant milk can. That unique structure permeates their entire brand with unusual flavors and stories. There is always a line blocks long outside of Little Man even in winter. A flagship can be a customer facing program or membership; it can be a great symbolic mascot, a special expertise, a connection, a guarantee, a challenge, or an unforgettable slogan.
Without a company flagship to guide them, many salespeople have drowned or got lost at sea.
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