If you’ve ever made a purchase based on a friend’s recommendation or used a work colleague’s promo code, you have been influenced by another person. And more often than not, this is highly effective. It’s well known that people buy from people – it’s a great marketing strategy.
Brand ambassadors are a great tool in your marketing arsenal for this; they can sell and recommend your product naturally, without sounding too impersonal or overly sales-focused. For the biggest ROI from brand ambassadors, ensure those working for you are at the top of their game and highly skilled.
Here are 5 key skills that make an exceptional brand ambassador:
1. Authenticity
Conveying authenticity is key to getting a brand ambassador’s audience to trust them. The ability to be able to communicate authentic love for a brand or product is arguably the most important brand ambassador skill.
This enthusiasm must come across naturally, and not so much like a sales pitch; it must be in their own voice and not feel scripted. Your brand ambassador should be as clear and transparent as possible when selling your product to ensure your brand comes across as trustworthy. Candid conversations and recommendations from personal experiences are great for building authenticity.
2. Excellent Communication Skills
Presentation matters. Communication is paramount because it determines how the brand is perceived worldwide.
It’s what you say and how you say it. A great brand ambassador knows that conveying the brand image requires more than just talking. It’s also about non-verbal cues such as your body language and facial expressions. Combined, they help create a lasting impression.
As a brand ambassador, remember to maintain eye contact, project confidence through your body language, wear a genuine smile, and ensure that nonverbal communication aligns with the message’s tone.
Super-effective brand ambassadors can tailor their messages to different audiences. Brand ambassadors who can identify their audience’s pain points will quickly succeed.
3. Ability To Influence Others
The ability to influence is a very powerful tool. It’s not just knowing your stuff or sucking up to an audience; it’s drawing them in and making them listen and trust what you say.
Influence is founded on an understanding of human behaviour:
• Social Proof: We believe what others believe in
• Reciprocity: We pay back good for good
• Scarcity: We believe in what doesn’t exist much
• Authority: We believe in those who know
Successful brand ambassadors will apply these principles wisely to craft a convincing message.
One of the greatest assets you can enjoy as a brand ambassador is trust – it can never be bought, and it can’t be bullied. It can only be built over time through repetition and honesty in relationships. So what generates that trust?
• Clarity about your position with the brand
• Knowledge about the product or service
• Keeping promises made
• Real stories
4. Professionalism and Reliability
Being well-prepared for every event, not just consistently present, is what sets a great brand ambassador apart from the rest.
Professionalism really matters here for success. It goes beyond punctuality and proper attire for the event; it’s about reflecting the brand’s values across all interactions.
Reliability is also key in brand ambassadorship. It’s all about being the reliable face of the brand, always prepared. Being reliable can include:
• Always meeting deadlines without fail
• Delivering content on-brand and on time
• Maintaining last-minute changes with care
• Being committed and doing your best
The ambassadors you choose to represent your brand must not have a history of questionable, disrespectful, or insensitive behaviour. An unprofessional brand ambassador can seriously damage your brand’s reputation.
5. Creative Problem Solving and Adaptability
Brand activations and events often present complex, unpredictable challenges across multiple levels, but talented brand ambassadors are adept at navigating issues and changes, including last-minute ones, by adapting to the circumstances and developing solutions without missing a beat. Problem-solving in the events industry involves active listening, decision-making, communication, and sometimes a little research.
A creative approach will also enable talented brand ambassadors to develop unique ways to target potential customers.
About Coalition Event Services:
Coalition Event Services specialises in providing your brand with talented, effective ambassadors who drive sales and build brand awareness. Our diverse portfolio of brand ambassadors ensures we can find the perfect match to represent your brand.
To work with Coalition on your next event, contact our team.
