What would you do first when brand awareness level is so high but sales department' s results are not satisfying?

Awareness is the first stage in the customer purchase funnel since a potential buyer must be aware of your product or service before evaluating and consciously choosing to purchase your brand.If sales volumes or brand preference are down, an evaluation of the awareness metric may indicate that current marketing is not breaking through. Certain brands need above-normal advertising expenditure to reach or stay at their sales level.

 

Brand awaeness is one thing, but consumer perceptions and sales motivation is directly related to their experience of the product, it's quality and performance. Additionally, brand equity is just as valuable as anything on the balance sheet, even though it can’t be expressed as a dollar value on a general ledger.

Brand awareness is the first stage, and it's all about the customer experience and the value delivery  and i have this case in my real experience when i was responsible for a global artificial brand (prosthesis) and all the customers know our brand but sales not satisfying, so I had to measure every single customer step to know in which stage the customer lose/misleading/misperception/ the value.

 

at the end of the day  any product or service is kind of solution for the customer, so the most important thing is the measurements to know that you are delivering the right Value for the right customer in the right place with the right image and perception. and always remember that there are five characters make our customer confused:1- what is my goal ,2- what i want to do,3- what i  did ,4- what people perceived, what i think people perceived...  

you should properly train your sales force to ensure the required sales volume and always remember that you must know your customers

You can actually sell the particular product with offer or benefits to the customer. This might help to increase the sales.The offer needn't be monetary.

1.Decrease margin.2 .cut off the marketing budget for a probation period and then eventually concentrate on the sales targets / hire.

To some extent i agree with Mr. Abdul Rehman Zaheer.

Awareness is the first stage in overall decision of the End consumer to buy your product or avail your service but just awareness doesn't necessarily endure the potential customer to buy it.  

 

If the product has a overwhelming awareness but in comparison to sales it's not reaching the expectation is because 'Customer's are aware about the product but are not attracted to buy it'. Just awareness doesn't yield result. Though it is an important element it should also be well supported by proper communication of the brand, create an image by showing the benefit of using the product or service compared to the competitor.

 

So, important step depending on the Industry the 'Product is referring to should engage with the customer either by involving with sampling, carrying out ATL or BTL activities in your target market & reaching your target audience. 

Can involve in sampling (Mainly if it is FMCG - Food) thus customer can get the feel of the product, taste it & know the1st hand information of the brand.

Other components too are equally important such as pricing (In comparison to competitor's), Target Market (Mass Marketed product or niche brand), Distribution Vs availability (Total Point Of Sale), Level in product Cycle, Number of competitor's (Many or few) etc  

 

 

 

 

 

I would say sorry for the system . It is a rare case but it happens & can happen for any product / service . Any Market Segment - If we think too high about our brand & start thinking big ( forgetting that thier is a cycle which needs constant flow -otherwise its a drop & we can save this by seeing and being down to earth always )

It needs a re-schuffle of the sales team / customer service team / marketing team / business development team - ( My View ) .

 

The person who has found out this without seeing the Pros and Cons on his /her job prospect - report to the management ( And- His / Her duty is over & the philoshphical aspect paid back to the management - His / Her worth by being fair, surpassing his/her boss & HR Department too. )

 

If management asks the person :  Then Give his / her view on the same for correction .

Thank you for addressing your question to me. First of all please refer to the suggestion made by Mohamed Hendy, I fully appreciate his point and to add further on I would like to mention that there two important aspects that would ascertain the performance of a brand or products of the brand.

1. Business Strategy

2. Innovation

 

From the strategy I would refer to its following components for review ;

a) Demographics of non performing location / locations.

b) Brand positioning

c) Supply Chain and distribution model

d) Marketing Strategy

e) Competition

f) Price Points

 

"A problem well stated is a problem half-solved." -  is well quoted by Charles Kettering 

Therefore company must review their strategy components wise as stated above, one the problem is identified then the reason will emerge by itself and appropriate solutions can be applied by the company.

 

Secondly innovation is the need of an hour. Look how Samsung and so many other cell phone manufacturers overtook Nokia in many markets across the world market, it is all because of innovation in the features on the phone.

 

Similarly brands are finding innovative methods of reaching consumers and my experience is particularly in the FMCG and the products of  Personal Care segment is that performance of brand directly depends on the efficiency of the supply and distribution models. Johnson & Johnson products are available at every cosmetics retail store, chemists, high street shops, mom and pop store etc. They are readily available through e-retail, like on e-bay, amazon etc you name it. Therefore more easily the products are made available to the consumers, more they will sell.

Hope my observations are of some help to you.

 

THIS REASON THAT FIRST ONE IS SALES MAN INCAPABILTY, QUALITY PROBLEM, PRICE UNMATCH WITH PRODUCT QUALITY

Dear Asli Tunca

Marketing has done its job by creating the awareness of product or service but opportunities created are not grabbed due to "Unavailability, Improper merchandizing or access to that product or service".

Sales team need to be convinced first to get volumes which are targeted against a marketing activity.

 

Muhammad Waheed

Manager Sales & Marketing

Marketing experts discuss the importance of raising and measuring brand awareness all the time. Along with customer loyalty, this is one of the two most important brand variables in marketing.

However, the two don't always come together and having low sales results might be caused by the following two reasons:

1-      The sales team itself: having a well trained and coordinated sales team is crucial for achieving the desired results. Many employers often discover that there are many different styles and standards being used by their sales staff while helping customers. When you provide product knowledge training for your sales staff, you are helping them gain a positive mindset to work with your customers. When your staff is confident and prepared, and they know they can explain the advantages of the product to the customer, the likelihood of a sale is greatly increased.

2-      Poor customer loyalty: you should work on new ways not only to attract new customers but most of all retain your current ones.