Question

Topic: Taglines/Names

Name For Sales Ethics Association

Posted by sb on 5/7/2016 at 2:52 PM ET 250 Points
Need the name of a sales floor training accreditation program and acronym.

This will be the sales of financially based products information products and services.

Words and should have connotations to responsibility, finance, & of course salesmanship.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 5/8/2016 at 11:37 AM Member
    Who specifically is likely to attend this program? Why?
    What special knowledge/experience will you share that they attendees can't get elsewhere?
    What's special about your accreditation?
  • Posted on 5/9/2016 at 7:47 AM Moderator
    What unique and important benefit will your target audience realize if/when they do whatever you want them to do? Why might they be interested in what you offer? How will their lives be better?
  • Posted by sb on 5/11/2016 at 10:36 PM Author
    Thanks for the responses.
    We’ve put together with the help of some experienced sales floor professionals a training program to sell our products and services.

    These are geared around real estate informational products.
    We will have a program that our sales professionals must complete as well as a 200 question exam on ethics, judgement, etc. This is following an ACE format that we paid a consultant $12,000 to do this.
    The goals of this are as follows:
    1. To create a “Good Housekeeping” Seal that our sales staff can use in their emails. This would link to a website that speaks to the culture and mission of the Organization.

    2. Create a leveragable brand to sell to other promoters to use for their sales people to use.

    It’s meant to bring more (or much needed) integrity to this business.

    Thank you in advance. I appreciate your time very much.
  • Posted on 5/12/2016 at 12:02 PM Accepted
    Changing the [largely negative] image of salespeople is going to take a long time and/or require a lot of money -- with or without a "Good Housekeeping Seal." It has to follow a legitimate change in behavior across a broad spectrum of individual salespeople.

    Said another way, Marketing is a way to reflect a product, or to communicate its essence, not to put lipstick on a pig. Great marketing begins with great products. Positioning salespeople as having integrity begins by making sure the salespeople actually HAVE integrity. If you claim something that isn't consistent with consumers' perceptions, you actually DAMAGE your own reputation because they know you are a liar.

    And naming the program you describe is truly like rearranging the deck chairs on the Titanic. When salespeople act with integrity, people recognize it and appreciate it. Just go for that: a course that shows salespeople how to be more effective (by differentiating themselves with integrity).
  • Posted by Jay Hamilton-Roth on 5/12/2016 at 5:29 PM Member
    Michael, as usual, is giving you very sage advice.

    If you want a name to start playing with, why not play off "Good Housekeeping Seal" and use "Good Sales Seal"?
  • Posted by sb on 5/15/2016 at 6:53 PM Author
    Thank you all for your sage advice here. Much appreciated. Awarded to Mike. Thank you again.
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