Sage Summit 2011 Whispers: Branding Pros and Cons

Branding Woes: The VAR Guy spoke to a partner who expressed that marketing product solutions with a new brand name would be, to say the least, annoying. Why? Apparently, Sage is set to brand things by numbers, for example, Sage 500 or Sage 200. Each number represents a different software offering (ERP and accounting, respectively.) This doesn’t exactly have the same ring as Sage Peachtree or Sage SalesLogix. A Sage employee was on hand for this discussion and likened the new branding to the way people say they drive a BMW S-series, but the partner suggested while it was true, the opposite is also true: People often say they drive a “Mustang,” not a “Ford Mustang.” Whatever the case, this will be a transitional time period and is likely to be bumpy.

Branding Joys: Another partner told The VAR Guy he believes in the long run Houillon’s plans are truly the best for the company. Whatever inconveniences are up ahead, the payoff will be worth it, because it will increase Sage recognition in North America. Even more interestingly, another partner told our resident blogger the branding doesn’t affect him because the Sage backbone for his product offering is invisible to the customer.

Positive Thinking: The VAR Guy wasn’t expecting a motivational session at Sage Summit 2011, but our resident blogger was amused to find author and Sage sales guru Robert Johnson talking about key strategies in his book, “Kick Your Own Ass.” Turns out, positive thinking and internal reinforcement helps a bunch with sales, as well as realizing that making a sale is more about helping customers understand their predicament than pitching and promising them solutions right away. Sage also passed out a flier during lunch detailing how the human brain works when we feel before we think. Often, humans can confuse the impact of what someone has said for a person’s actual intentions. The bottom line? Clarification is always helpful in conversation, and likely in sales, too. Being understood is paramount to “Being Your Best When it Matters Most,” which of course was the title of this little informational nugget …