Sell Your Brand to Stand Out from Competitors

Whether you work for yourself or you are working for someone else’s kitchen and bath firm, separating yourself from the competition is the only way to ensure you close the deal and eventually perpetuate referrals. Let’s face it, as salespeople, we are constantly competing with other local firms, and in some cases even with other salespeople at our own company.

Even in strong economic times, concentrating on your brand is paramount for elevated success; but in these uncertain times, it is imperative for your survival.

As designers, we are in the business of selling ideas to clients. Our process starts with the creative possibilities relative to the individual client’s needs and budget, as well as maybe some rough sketches. It transforms into an intangible two-dimensional possibility on paper. Over time, the project manifests into a concrete, functioning environment in your clients’ home for them to enjoy for years to come.

All along the way, while trying to sell these ideas, you are selling the products and services that your firm provides and that will be needed to complete the project.

Don’t forget about the emotions of “what’s to come,” as you’re selling those, too. You’re selling how wonderful that new kitchen will be for your client to entertain in. Or maybe it’s how fantastically efficient that new home office will be for that couple that works from home. Or perhaps you’re selling how relaxing that new master bathroom retreat will be for that client who is always on the go and needs to feel pampered after a long week of running around.

There’s an infinite list of emotions relevant to each project and each client. But, they are real emotions and we are selling them in our ideas of what’s possible within a kitchen or bath design.

We all do day-to-day tasks that make a project successful. We have our process. We have our time lines. We may even have company protocol and procedure. Sell the ideas, install the ideas…whatever the process, the basic goal is to complete the job on time and within budget with no (or minimal) mistakes. But it’s what happens along the way in this process that can make or break the effect of your brand development.

Start by asking yourself, “What makes my products and services truly stand out from the local competition?” Do you have a product that no one else can get in your area? Are you providing a service they can’t readily find across town?

If you’re in a company with other salespeople, ask yourself: “What makes me stand out from the other salespeople around me?” Now, ask yourself what you do exceptionally in that process. Ask yourself what you do differently.

What you do that stands out remarkably is identified as your brand. Once you identify that, you can begin to capitalize on it.

STANDING OUT

Here are some tips for making your business stand out.