🦾 Nobody Cares About Your Brand – Sell Something

Hey Insider, last month, I sat through a painful 90-minute sales call where a rep spent 45 minutes walking through their company's "brand evolution."

The prospect's response? "That's great, but how are you going to solve my problem?"

Game over. Another deal lost to brand obsession.

💥 REALITY CHECK

Just like that gym selfie won't burn calories, your brand story won't close deals. Here's the harsh truth:

• Prospects spend 2.7 seconds deciding if you can help them

• 91% of lost deals never heard your value proposition

• Your logo redesign generated zero pipeline

(Source: RevHeat Sales Performance Analysis, 2025)

🎯 THE BRAND VS. REVENUE TRAP

Your marketing team is obsessing over:

• Brand guidelines

• Color psychology

• Font selections

• Social media aesthetics

Meanwhile, your competition is:

• Solving real problems

• Creating actual value

• Closing deals

• Taking your market share

⚡ MOMENT OF TRUTH

Think your brand matters? Answer honestly:

• Has a prospect ever said "Your brand guidelines sold me"?

• Do you lose deals to companies with worse branding but better solutions?

• When was the last time your brand story paid your commission?

🔨 THE VALUE-FIRST FRAMEWORK

Here's how top performers turn brand equity into revenue:

1. Problem Obsession (First 5 Minutes)

   • 🎯 Name their pain immediately

   • 💪 Quantify their loss

   • 🔥 Create urgency around the solution

2. Value Architecture (Next 15 Minutes)

   • 📊 Show specific results

   • 💰 Calculate ROI

   • ⚡ Demonstrate speed to value

3. Brand Reinforcement (Only After Value)

   • 🏆 Use brand to validate decisions

   • 💼 Leverage reputation for trust

   • 🌟 Position stability through strength

💪 THE TRANSFORMATION FORMULA

From: "Let me tell you about our brand journey..."

To: "Here's how we solved this exact problem for Company X..."

WEAK APPROACH:

• Opens with company history

• Focuses on brand values

• Saves solution for the end

STRONG APPROACH:

• Opens with their specific pain

• Focuses on concrete solutions

• Uses brand only to reinforce decisions

🎤 REAL TALK

Remember Sarah? She was obsessed with their new brand identity. Spent the first half of every call on their "story."

Her numbers? 43% below quota.

We rebuilt her approach using this framework. In 30 days:

• Pipeline: +127%

• Close rate: +34%

• Average deal size: +52%

The difference? She started selling solutions instead of stories.

💪 SALES FIT CHALLENGE

This week's mission:

1. Record your next three sales calls

2. Time how long until you name their specific pain

3. Count how many minutes you spend on brand vs. solution

4. Share your findings in our Facebook Group

5. Cut your "brand talk" time in half

BONUS: First 5 people to post their before/after call recordings get a personalized pitch review from me.

🏋️‍♂️ YOUR ACTION ITEMS

1. Rewrite your opening pitch to lead with their pain

2. Create a value-first talk track

3. Move all brand elements to your reinforcement phase

4. Practice with another rep

5. Test and measure results

Remember: Your brand is like your gym membership – it's worthless unless you use it to create actual results.

💪 Hit reply: What's your fastest time from call start to identifying customer pain? Let's benchmark it.

🔥 Know someone stuck in brand-land? Forward this to help them escape.

Win the Day! Ken Lundin