Why Having A Great Brand Can Lead You to Fail in Sales

So you have a strong brand. Congratulations.

You walk into a prospective client’s office feeling confident and self-assured. You bask in the trust and respect that a good brand confers.

But wait—this particular meeting may not be the bowl of cherries you expected. In fact, the executive you’re talking to may have a pre-conceived notion of who you are and what you do. A perception that could, unfortunately, be outdated or just plain wrong. Suddenly, you’re swimming upstream.

“I thought you were a bargain-rate outsourcing company that helped companies cut costs. You’re now a what? A strategic solutions shop focused on revenue growth? Huh. Really?”