Branded Customer Service—The New Competitive Edge

Chapter 11. Selling in a Branded World—Linking Your Brand Proposition to Your Sales Messages

Before the concept of relationship marketing was introduced in 1975,^[1] most sales were conceived of as short-term transactions, a “just get the orders” type of selling. Today, there is general agreement that relationship marketing (RM), where long-term relationships are formed, is the best sales model for strong brands.^[2]

Marketing is, of course, closely related but not identical to sales. Marketing provides direction to sales, in great part through branding.^[3] Sales, on the other hand, is the purpose of marketing.^[4] Because of the hands-on nature of sales, sales departments must assume responsibility for ensuring sales teams follow marketing's direction ...