The second fold of selling is reputation selling. Reputation selling is directly linked with marketing strategy of business. The marketing strategy works to create USP and build good will and brand image for your product or service. The brand image and USP combines to create reputation selling for products or services.
The marketing channel is a traditional channel of reputation selling. The significance of the channel is that through use of advertisement, campaigns, and test marketing and promotional marketing it creates a certain image of the product or service in the minds of consumers. The brand perception that is carved at unconscious level leads to brand loyalty leading to enhanced goodwill of the business. The challenges with this channel is that most of businesses are not able to successfully coordinate the dynamics of marketing strategy with sales strategy resulting in two way approach in the market which have an adverse impact over both folds of selling. The concept that needs to be understood is that reputation component of marketing strategy has to be harmonized in the light of sales strategy for ensuring a uniform approach in the market.
In recent decade reputation selling has become an extremely powerful fold of selling primarily because a new channel been introduced that of online selling. According to the recent research online market is increasing with a rapid rate every year, let alone it accounts for more 100 billion USD in United States only. It has become empirical for businesses to cap on this channel as of growing nature of the online market. The important point to understand is nature of reputation selling changes significantly in spectrum of online market.
Online selling has two major components one is Adword and SEO. Adword is quiet similar to the marketing as it is paid advertisement by using different methods, however SEO is all together a different form of building reputation. This form of reputation is build with search engine robots rather than with consumers. SEO has quiet drastically changed the medium of reputation selling, as it has added an extra flavour to the dynamics of reputation selling. The most important thing as business CEO you need to understand is that SEO has offered a total new platform for building reputation implying that a 100 years old reputation of your brand would be of no appropriate nature when it comes to SEO. The advantage of SEO obviously implies a huge chunk of new online market for your business. In current times, this will be a disaster for your business not to tap on this channel as it is going to be the new face of reputation selling in coming years.
The significant point we can draw out is that as a business, your sales strategy should cover both the folds face to face selling and reputation selling. The strategy should present a detailed overview of the objective of both the folds and an approach targeting specific channels for each fold.
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