What value does an effective integrated communication strategy offer on-the-ground sales executives?

In an article published this week by Retailing Africa, 1Africa Consulting Brand Strategist, Terena Chetty, explains how brand positioning can get sales executives a “foot in the door” when it comes to business development:
“Potential clients research a company before choosing to meet (or not meet) a salesperson. This first impression is a crucial component of the sales process.

Effective strategic communication can give sales executives the best chance of success from first contact (until the deal is closed) by creating a positive image of a brand.”