Company Culture As A Sales Tool

EntreLeadership-PodcastI was recently listening to Dave Ramsey’s EntreLeadership podcast about his no gossip policy, and it really hit home for me.

The discussion turned to company culture with podcast moderator Chris LoCurto interviewing best-selling author Jon Gordon. Not only have I worked in worked in good and bad cultures, I’ve also seen how a company can leverage its culture as a sales tool.

Case Study

Electri-Flex is a suburban Chicago-based company that specializes in producing electrical conduit. The leadership and employees there are passionate about their product, but maybe even more so about their culture.

We produced their company video. They wanted something their sales team could carry with them to show prospects what they’re all about, and culture is the focus of the video.

My initial reaction to their pitch was skepticism. Then they started telling me how important their culture is to sales. It’s a family business. They treat their employees like family, so the employees treat customers like family.

Everyone has bought in, and it fuels the entire company.

It has been a while since we produced that video. Since then, I’ve pitched the idea of featuring company culture to a few other prospects, but nobody has been willing to bite. I wonder why more business leaders aren’t willing to put their culture front and center for customers to see?

Maybe it’s because they need some work on that end of their company.

–Tony Gnau

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