The Chuck Cowdery Blog

The American Craft Spirits Association (ACSA) is promoting a seminar in a few days entitled “Create a Better Brand Ambassador,” conducted by Robin Robinson. The word ‘brand ambassador’ can be used in many industries, not just distilled spirits. Originally, it was used to spell it out celebrity endorsers, so the term is definitely flexible.

The idea was that salespeople typically have responsibility for multiple brands in multiple categories. It is hard to have in-depth product understanding of all of them. This shows on credibility, as will the known fact that salespeople have a reputation for saying whatever it takes to get a sale. No criticism intended. If your job is sales, then selling has to be your number one priority.

  1. Engineering 14
  2. Bank loans, investors, personal savings, family, etc
  3. Presentation Skills – F84E 35
  4. Gifts to clients and employees are completely deductible, up to $25 per person per calendar year
  5. 12Start a Christmas Light Hanging business
  6. Mm-dd-yyyy or mm-dd-yy

With that history, this seminar doesn’t tell producers how to ‘build a much better brand ambassador.’ Instead, it tells ordinary people that the brand ambassador period is over. There can be no such thing as a brandname ambassador who sells. See your face is named a salesperson. To call them brand ambassadors is disingenuous at best, dishonest at worst. The ACSA is a terrific business and Robin Robinson is an excellent presenter who understands the marketing and advertising of distilled spirits products much better than anyone I know. Again, this is not meant as a criticism of anyone involved, of their rhetoric just.

This is nothing at all against salespeople. As salespeople are fond of saying, nothing happens until somebody markets something. The discussion has been made that craft companies, as small procedures, can’t afford to field both types of representatives. Fine, is practical, then build a better salesperson. Don’t pretend these are brand ambassadors.

The ‘redefinition’ (i.e., loss of life) of the brand ambassador role is not limited by craft producers. Year Last, ‘world’s-biggest-drinks-company’ Diageo ended its ‘Masters of Whisky’ program and 40 people lost their jobs. Some were rehired as ‘redefined’ brand ambassadors, i.e., salespeople. Another role in the blend is ‘field offers supervisor. ‘ some of them are being called ‘brand ambassadors Now.’ Could it be that ‘brand ambassador’ is too desirable as a title to be wasted on actual brand ambassadors? If ‘the next generation of brand ambassadors’ is actually the next generation of brand-aware salespeople, there is certainly nothing wrong with this. Just don’t pretend it is another thing.

Display testimonials (even if they are from coworkers or previous bosses if you are just getting started). Have regular updates that show your development, new clients, and updated test work. As you’re developing your stock portfolio site, find other freelancers inside your space and get some good inspiration from these to help discover how they’re setting themselves, formulating their value propositions, and going about building their businesses.

  • |