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In this episode, Aileen Casey and Kevin Donovan discuss the importance of salespeople as brand ambassadors. They explore how to evaluate if sales team members are aligned with the brand and how to ensure they have the necessary product knowledge. They also delve into the differences between hard sell and soft sell approaches and how they impact branding. The conversation highlights the significance of building trust and relationships with customers and the role of customer service in shaping the brand perception. Overall, the episode emphasizes the importance of aligning salespeople with the brand and the impact they have on the overall customer experience.

Takeaways

• Observing customer reactions and interactions is crucial to gauge how well salespeople are representing the brand.
• Assessments can help confirm if sales team members have the necessary skills and personality to be effective brand ambassadors.
• Salespeople should have a deep understanding of the product and be able to effectively communicate its features, functions, and benefits.
• The alignment between salespeople and the brand is essential for building trust and creating a positive customer experience.
• Hard sell approaches may be more common in business-to-consumer sales, while business-to-business sales often involve building relationships and trust.
• Customer service representatives also play a significant role in shaping the brand perception and should align with the brand values and culture.

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