Delivering the Brand's value

The skilled young man was protesting at the potential incomes in place as opposed to the lush opportunities being presented at a roll-out of a new ecosystem for entrepreneurs. Indeed, why IS brand delivery valued in some places more than others?  Here's a classic example of why:

Mum needed replenishments for her pain relievers etc, so I went to the usual store, but didn't see what I was looking for. Hmmmmm. "Do you have brand X gel?" I asked.  The cheerful, smiling new hire said "We don't have that".  "But I bought it here before - please check with the pharmacist?" "Oh - he's not coming today". (Mentally I thought 'so?').  "Is there anyone else who is familiar with the stock?" Shuffle; shuffle and another pleasant person appears.  We three trooped to the brand's display shelf and both just looked at me puzzled. I explained "these are the capsules which you swallow, I'm looking for the gel to apply on the skin" Aha! Light bulbs came on and voila! a tube of the gel was retrieved. WHERE was the gap and WHO was responsible for closing it? WHO was going to profit from the sales?

Back to that roll-out I was telling you about. The investor explained that the quality of staff did not justify higher salaries because they weren't willing to work hard enough to make the investment profitable!.  Dead silence. Then, applause from business owners.  Do staff expect to be paid for merely showing up?

The key solution lies in tying performance management ie delivery of the Brand Promise, with profitability! Firstly train staff in conversational skills and product knowledge thoroughly with role-plays.  Then have a pay-for-performance package which rewards them for bringing ideas and innovations to the workplace.  The result? Business owners increase their profits and staff get paid more too :) Train and assess.

Want help with designing a systemic approach to put this in place and build the value of your brand? Just call me on 6-03-21697704 or email evelyn@atheneumgroup.net and I'll be glad to customize a plan for you.

BRING ME THE BRAND AND I'LL INCREASE ITS PROFITS!