Leveraging Your Sales Force’s Subject Matter Expertise and Credentials for Competitive Advantage

Is your sales force your company’s best-kept secret? Are you leveraging your sales force’s subject matter expertise and capabilities as a central part of your value proposition?

Customers want more value from you as their supplier, while you want to protect your pricing and margins. In this increasingly competitive and demanding environment, finding ways to differentiate your products, services and capabilities – and deliver greater value to your customers – becomes essential. One of the most powerful and often untapped ways to achieve competitive advantage and protect price and margin is through the subject matter and consultative expertise of your sales team. Positioned and presented correctly, their knowledge, insight, experience, approach and successes become a central part of your value proposition to customers, and a clear and distinct differentiator in the marketplace.

We at TOPUS will help you optimize this "talent value" within your sales organization and present it to your customers so your salespeople are recognized as trusted client advisers, solution providers and value resources. Specifically, we will help your salespeople, account managers, and sales leaders…

• more clearly identify their individual attributes, product and customer knowledge, and solution-based capabilities
• articulate how their expertise translates into value for the customer
• create materials that convey their value propositions to customers
• optimize their online presence so they are recognized as experts
• create a personalized campaign that creates visibility and credibility in the minds of customers and prospects

Key Sales Talent as an Extension of Your Brand

As a result of this engagement, your salespeople and sales leaders will…

• achieve competitive differentiation
• be recognized and regarded for their professional expertise
• get more appointments, at higher levels, because of their ability to bring true value to customers and prospects
• close more sales because of their increased confidence and professional insight
• embody and strengthen the company’s brand in the eyes of customers and prospects

Your salespeople and sales leaders are a storehouse of expertise. Differentiation and customer value is the name of the game in today's marketplace. This initiative will provide a high-yield advantage that touches on multiple critical success factors – market perception, competitive advantage, professional development and sales person engagement.

Branding and Social Media

Now the attention turns to applying branding principles to the sales talent in your company and using social media and other channels to achieve organizational and competitive advantage.

Through this strategic initiative you will…

• Position your sales people as a competitive differentiator

• Leverage the subject matter expertise within your organization

• Reinforce and enhance your company’s brand

• Build company visibility to maintain market share

• Enhance sales person/talent acquisition and retention
• Increase your company’s value proposition to customers

• Strengthen the connection between your key contributors, their intellectual capital, and the company

• Employ social media as a tool to support corporate, product and service branding

Capabilities that Deliver Talent Branding Results

Audit of company branding of key personnel

Determine how well you are leveraging your sales people in all company communication.

Audit of Individual branding by key personnel

Determine how well your key contributors are positioned in their personal communication.

Creation of company-sponsored sales person branding strategy

Build a strategy to identify and articulate your key sales persons’ value proposition and to communicate it in sales and marketing communication.

Training on corporate and individual branding strategy, using social media as a human capital branding tool

Build competency and understanding on how to build and maintain a personal/professional brand.


Design and implementation of individual branding strategies and campaigns

Craft and deliver content and branding plans for key personnel.

Individual consulting on branding strategies

Advise and guide key personnel on developing and implementing their branding campaigns.


How Our Expertise Will Translate into Your Competitive Advantage

As market-proven experts in sales person branding for competitive advantage, we will work with you to optimize this critical strategic asset. We’ll help you and your key sales people define your unique value propositions, construct your professional brands, position your expertise, and ensure all of your organizational talent is recognized and valued by your customers.

Working with you will be some of the top branding, marketing, communication and social media strategists in the country. You will be accessing leading-edge intellectual content on company-sponsored sales person branding for achieving competitive advantage and advancing organizational momentum.