If you’ve ever made a purchase based on a friend’s recommendation or a used a work colleagues’ 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 are able to sell and recommend your product naturally without sounding too impersonal or sales-heavy. For the biggest ROI on brand ambassadors, you want to make sure those working for you are at the top of their game and are 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 will also need to be as clear and transparent as possible when selling your product so that 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 that is how the brand will be portrayed to the world.
It’s what you say and how you say it. A great brand ambassador knows that expressing brand image entails 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, show confidence in your body language, have a real smile, and know that non-verbal communication should match the message’s tone.
Super effective brand ambassadors will be able to tailor their messages to different audiences. Brand ambassadors who can identify the pain points of their audience 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 the ability to make 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 brought and it can’t be bullied. It can only be created overtime though repetition and honest in relationship interactions. 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 being correctly dressed for the event; it’s about reflecting the brand’s values in all interfaces.
Reliability is also key in brand ambassadorship. It’s all about being that reliable face for the brand, always geared up and completely 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 can often present complex and unpredictable challenges on multiple levels, but talents brand ambassadors are adept at navigating issues and changes, even the last minute ones, by adapting to the circumstances and coming up with 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 allow talented brand ambassadors to be able to come up with unique approaches to targeting potential customers.
About Coalition Event Services:
Coalition Event Services specialises in providing your brand with talented and effective brand ambassadors that work hard to drive sales and create 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, get in contact with our team.
