By using brand as a door opener or as a discussion item, you are assuming that the prospect knows and understands your offering and the offering’s value to them if they purchase from you. But this assumption gives too much weight to the theory that all buyers know how to buy correctly and that all buyers understand your brand.
To grow your business faster, always communicate value first and brand second. Business prospects buy based on three reasons:
• Your product or service increases income for them
• Your product or service decreases expenses for them
• Your product or service helps your buyer manage his potential risks or consequences.
These three business drivers are the true value buyer motivators that induce prospects to buy. Thus, companies and salespeople must use them upfront as tools during their pre-sales cycle to drive prospects to take action steps to buy. This value-forward selling model doesn’t focus on the “brand message” you want your prospect to assimilate. Rather, it focuses on the results your product or service delivers.