I can't believe the amount of companies that spend millions on advertising and then leave their customers at the mercy of untrained rookie employees!
Think I'm kidding? Hardly. I've seen the demise of national institutions that just didn't get it... they don't invest in effective training for customer-facing staff such as salespeople (who typically have a LOT of discretion as to how they perform their jobs).
"Can't afford training" says management.
"Hah! You can't afford not to!" says the voice of common sense.
This lack of investment in training reflects a "bend over dollars to pick up pennies mentality."
If you work for such a company, you have three choices:
1. Leave this company immediately and find a better one!
2. Start your own business!
3. Stay with the company and develop your PERSONAL brand so it is congruent with the expectations customers have of your company. Actually, option number three applies no matter which option you choose...
As a professional salesperson, how can you deliver on the promise of your corporate brand? The answer, while simple, is ignored by most.
A good way is to position yourself as an expert. Begin by narrowing your area of expertise.
How so?
Become an expert in a niche area relevant to your industry. Be the "go to person" when people have questions about your area of expertise.
Some ideas for you:
Write for trade and online publications, e-mail newsletters and business journals. Submit articles to online article sites (such as the one you are on right now)
Register an appropriate domain name and write a blog. If your company allows, add your blog URL to your business card. If not, print a card that profiles your expert status (with a title that uses the word "expert"). Put your blog URL on this card
Seek out radio station producers who put on business shows. They are constantly looking for material that is timely, relevant and helpful to their listeners
Hone your public speaking and presentation skills by joining Toastmasters (locations in most cities). Once you're a poised and confident presenter, conduct complementary content-rich seminars at your local Chamber of Commerce and other associations
On a regular basis, send your prospects and customers copies of your articles. It's a great way to maintain "top-of-mind" awareness
All this effort will earn you referrals (the ultimate compliment in business). And since people put their reputation on the line when they recommend others, you need to be predictable and professional.
The Bottom Line? People buy from people they like and trust... nothing new. The revelation is, if you out-prepare your competition by enhancing the power of your personal brand, you will be liked and trusted.
As always, only a few people will take action on this advice.
Why?
Because there's a big difference between knowing what to do... and actually doing it. I urge you to take action. And as you're doing so, always ask yourself, "can I do better...and if so, how?"
Michael Schell, President of Thought Leader Publications, is a speaker, sales trainer & 5-time author. (Winning Sales Advice, Buyer-Approved Selling, etc).
His books are based on interviews with decision makers from companies like DuPont, Oracle & ADP. Who best to tell us how to sell than the very people we sell to?
If you want to out-communicate & out-sell the competition, visit http://www.tlp1.com for a free report: 3 Winning Sales Approaches.
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Great tips, I am an image consultant and am very keen on persnal presentation as a key factor in creating opportunities for the individual and this dovetales right in with that.
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