Not so fast. The process above is generally accurate, but that narrative is what most people have come to accept—that marketers do the marketing, and salespeople do the selling. In reality, the lines between marketing and sales are increasingly blurred. Marketers are playing a larger role in the sales process, and salespeople are finding qualified leads through their own outreach. Cold calling is becoming a thing of the past. Salespeople need to rethink how they approach the selling process, and it starts with themselves.
The Power of Personal Branding
It’s common to think that personal brands are only important for influencers or high-ranking thought leaders. But in any profession, having a personal brand allows you to create more meaningful connections, reach a wider audience, and position yourself as an expert in your field. When your name is familiar, you earn more respect, prove your value, and attract the types of opportunities you really want.
The truth is, having a personal brand is becoming more of a necessity in today’s business landscape. In the B2B and B2C space, new products are coming into the market every day with better technology and lower price points. On top of that, buyer habits are evolving—67% of the buyer’s journey is now digital. Anyone interacting with customers needs to understand how to connect with people in the new era of commerce. As competition increases, the best way to differentiate yourself and your company is by establishing a personal brand.
Why Sales People Should Establish a Personal Brand
All too often, salespeople get tagged as cold and money-hungry. People believe that those who sell are just after a commission check and will do anything to reach their quota. While this stereotype is far from true, it brings to light a critical principle—people want to do business with someone with emotional intelligence and who understands their needs. When salespeople have a strong personal brand, their human side shines through naturally. Most importantly, it builds trust with the customer—something that is absolutely essential in order to close a deal.
For salespeople, having a personal brand allows you to build rapport with prospects, expand your network, and position yourself as the person they should do business with. But if you’re starting from square one, know that building a personal brand from the ground up doesn’t have to be complicated. Start by focusing on simple ways to get your name in front of more people. Once you’ve established a foundation, it’s easy to scale up and take advantage of additional opportunities to boost your brand. Here are a few ways that salespeople can curate a personal brand that helps them connect with customers and improve their performance.
1. GET ACTIVE ON TWITTER
Data shows that social selling leads to big results. In fact, nearly 80 percent of salespeople who use social media to sell, perform better than their peers. No matter which industry, role, or type of company you’re selling to, it’s likely that your customers are on Twitter. While you might already be using Twitter for prospecting, don’t overlook the power of the platform when creating your personal brand. Start by posting interesting articles that would resonate with fellow salespeople. Maybe it’s a new study about changes in the buyer journey or an article about a CRM tool that just hit the market. Take time every day to engage with accounts you follow by responding to their posts and inserting your perspective into Twitter chats. By putting your name in the Twitterverse, more people will take notice, explore your page, and learn more about your company.
2. FIND SPEAKING OPPORTUNITIES
It’s common for salespeople to attend in-person events where they can speak with prospects, make connections, and conduct demos of your product or service. Given the face-to-face nature of events, they are the perfect venue to showcase your personal brand. Keep an eye out for opportunities to be a keynote speaker, present live case studies, or join panel sessions where you can spread your message. Most events have large audiences that are there to learn from people like you. Additionally, event presentations are a great way to subtly plug your product or service without it sounding like a hard sell. After you present, people might even stop by your booth to learn more about your company, which could lead to a sale right on the spot.
3. TAKE ADVANTAGE OF LINKEDIN
Most salespeople rely on LinkedIn as a prospecting tool—data shows that 98 percent of sales reps with more than 5,000 LinkedIn connections meet or surpass their quotas. LinkedIn is a great way to discover new people, reach out without overstepping, and explain how your product or service can help solve certain business challenges. But many salespeople don’t use LinkedIn to its fullest potential when it comes to developing their personal brand. Start using LinkedIn to contribute to discussions you see across the platform. Use comments to add your perspective. Tag others in your network that might be interested in certain posts. For even more visibility, write and publish an article about a topic you’re passionate about and share it with your network.
4. DON’T OVERLOOK NETWORKING EVENTS
Some people might argue that digital platforms have become the new networking. But old fashioned in-person networking events are still one of the most effective ways to meet new people in your field. Find a networking program in your area and make it a goal to attend one session per month. Strike up a conversation with fellow salespeople, or start a discussion with someone and learn about them. Networking is all about exchanging information—everyone is there to talk about themselves, and learn about others. Get your name and face in front of more people, so they’ll think of you and your company the next time they’re looking for a solution that you sell.
Establishing a personal brand can help you achieve your business goals, so you can advance your career as time goes on. It’s never too late to create your personal brand—getting started is the hardest part. If you need a boost, we can help.
