Is Your Company Having an Identity Crisis?

January 16, 2019

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Is Your Company Having an Identity Crisis?

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Many entrepreneurs and business leaders start or run a business from a self-based perspective that could be summed up as, “Here is what I (or we) do. Buy our goods and services.”

But clients and customers buy based on a different perspective: their own. They want to know how your product or service will help them.

The key to sales is to bring these two diverse perspectives together in a way that benefits both sides.

How can you as a leader improve sales?

In a world of hyper-marketing activity, it really boils down to finding a need (or desire) and fulfilling it.

Companies spend enormous amounts of money on advertising, social media campaigns, and marketing funnels in various forms. Each avenue has its place. But no amount of marketing will work unless you have first considered the identity perspective from both your side of the equation and that of your client or customer base.

What is your identity?

A certain retailer comes to mind. They were known for their high-quality tools. In fact, they were so focused on quality, they offered a lifetime guarantee. When you heard the name, you immediately thought of quality.

As such, they drew a loyal customer base that valued quality.

Over the years, they expanded their platform into other products, but always on the foundation of quality.

And then…they partnered up with a retailer whose mantra was low cost. They, too, had a considerable customer base. Their customers valued the deal more than the quality of the product.

One would think a marriage of the two companies would result in a win-win situation – where quality-focused customers AND cost-conscious consumers could live happily ever after, buying high quality merchandise at rock-bottom prices.

Such was not the case.

In fact, both companies filed bankruptcy. The underlying reason: loss of identity.

Rather than work with what they were known for and find innovative ways to bring their business forward, they followed the merger and acquisition frenzy, essentially divorcing their respective customer bases.

And the customers took their business elsewhere.

When it comes to business, what you are known for is your brand identity. This core quality is something that should not change.

Think about it. Elon Musk is known for innovation and risk. If he woke up tomorrow and decided to play it safe and offer a boringly predictable line of automobiles at low cost, what would be the result?

If Walmart decided to become the next “Apple,” how would it affect technology and retail? They would lose on both sides of the equation, with devastating impact to both companies.

As an individual, you have certain identifying characteristics that make you who you are. Companies have defining characteristics as well. Attempting to change these core identifying factors only confuses those you seek to serve.

Does your identity match your base?

It comes down to knowing your people. Are they looking for…?

  • Low Cost or High Quality
  • Convenience or Experience
  • Predictability or Innovation
  • Precision or Speed
  • Needs or Luxury
  • Security or Risk

If you are in alignment on identity, then sales simply become a matter of matching something you can do with something your people need or want. The “something” can change with time. The identity should not change.

If you as a leader or your company have fallen victim to loss of identity, click here to learn about the Maxwell Method of Sales Impact Report. Finding your identity could very well mean finding more sales.

As the CEO of Strength Leader Development, Deb Ingino is a highly sought-after international executive mentor, coach, trainer and speaker. Deb is well versed in global business operations and helps business leaders and their teams to discover and leverage their strengths, so they can create highly collaborative teams that deliver great results. With a refreshingly direct style, Deb helps leaders and their teams to deliver profitable results. Connect with Deb to learn more about her mentorship and coaching programs to equip you with advanced strategies to elevate your results.

When you have a strong team that collaborates well,
you have a competitive advantage.

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