Every company has a brand. That brand stands for something. It means something. One thing a brand does for a company is to differentiate it from its competitors. Great salespeople represent their company’s brand. They tell the story of what that brand means, what the company stands for, and how it is different. They understand how to use this differentiation to win deals.
If a salesperson can’t differentiate their offering in a competitive marketplace, they can’t pull themselves out of the pack to get the prospect or client’s attention. If they can’t explain what makes their brand better than the other offerings (and do so using real, true brand-defining differentiators), they can’t persuade prospects that choosing them over their competitors will make a difference. Customers select a brand because they believe what it stands for is better for them.
The downside to representing the company’s brand alone is that it is no longer good enough.
Representing Your Brand
In addition to your company’s brand, you must have your own brand. You have to stand for something. What you stand for has to be different than the many salespeople that call on your prospects and compete for their time and their business. It has to mean something more.
Your brand has to, in part, stand for the ability to create greater value for your customers. Your brand has to stand for doing what is right for the customer even when it is difficult. If your brand doesn’t have meaning, your company’s brand can’t mean anything either ... you are your company. And sometimes, when all of the entries in the multi-attribute model spreadsheet are entered, the only thing that separates the deal winner from the deal loser is what your brand created. Did it create a vision of a better outcome? Did it create trust? Did it create the confidence that the customer’s business results will be attained?
You have to develop your personal brand yourself. This is truly about personal and professional development. Only you can and develop the skills necessary to deliver on your brand’s promise. You alone are responsible for your growth and development. I hope that these ideas have inspired you to think about the attributes that are essential to succeeding in sales today.
Written by Anthony Iannarino
Disclaimer: The views and opinions expressed in this article are strictly those of the author. CPSA does not endorse any of the companies, products and services mentioned within this article.