Sell the brand, not the next project or next task. Many times a sale is the first time a brand impression begins to form. In the sales call, in the proposal, and in the award… that’s when clients get their first lasting sense of the company. This is why you need an active plan in place: you truly have one chance to make a great first impression. That’s why you should think about sales last and first. Ensure your sales team consider the brand experience while getting ready for a sales call. Think about what they’re going to say, what they’re going to do, and how it will impact the impression in the client’s mind. Then worry about how to close this particular sale. By selling the brand you’ll create a self re-enforcing cycle. The brand will sell for you and each sale will re-enforce the brand.