Better Branding = Closing More Deals – Dale Childress Jr – Dustan Biegler

Branding and sales are distinct disciplines - when you let marketing and sales each do their own job instead of blending them, results multiply.

The ultimate branding test: people recognize who you are without seeing your name - like Target, Apple, or McDonald's.

Avoid the 'last name plus a little roof' logo - an object-based, memorable brand (like Apple Roofing) triggers memory better than acronyms (RSG, ABC) that blend in with everyone else.

Consistency is everything - a brand must be seen roughly seven times to register, and if it looks different each time, each exposure only counts as the first.

Don't ask friends and family what they think of your brand - test it on total strangers (e.g., flash 12 brands for three seconds and see which they remember).

Salespeople should live their brand, not compartmentalize it - your personal social media is part of your company's brand, so ask 'would I hire the person on my own Facebook page?'

Be wary of co-branding - BBB badges, Angie's List, or manufacturer logos steal your real estate; 'attention goes where energy flows,' and you want full attention on your own brand.

Building a brand takes relentless persistence - Dale posted over 10,000 times on Facebook over years before 'Master Closer' became the name that gets tagged whenever someone asks for a roof sales trainer.

Closing rests on three trusts: the customer needs/wants the product, trusts the individual, and trusts the company - a strong brand delivers the third automatically and overcomes the industry's trust problem.

Make yourself the reason for the deal - Dale's word track: 'The reason you should choose me instead of the other four people is because I accept full responsibility for making sure everything goes perfect on your project.'