Are you the company you represent? or are you YOU?
This is from Jeff Garrison:
Posted: 14 Jun 2009 02:45 PM PDT
One of the biggest challenges in personal branding for sales professionals is that they focus on what appeals to "customers" rather than "prospects."
For example, customers want ...
- Phone calls returned in a timely manner
- Quick answers to their questions
- The job done right
- The job done on time and on budget
These things and many others will become important to prospects at some point as they are converted to customers. How well these things are done contributes to the companies reputation which is obviously a critical component to the overall brand.
However, these are things that are expected and will not necessarily get people to seek you out. They will just keep you from being deselected.
Your Personal Brand Must First Inspire People!
Your brand must be that you can provide extraordinary value. In business that means you can make a client money or save them money one way or another. You are the "go to" guy! You are the fixer! You want people to say, "You know who you should call? You should call ..."
Call my banker. He helped my company get financing.
Call my accountant. He saved us a ton with his tax strategy.
Call my real estate agent. He sold our house quickly and for a good price.
Call my web designer. Everybody talks about our web site.
Call this phone consultant. They improved our service and have saved us a lot of money.
What belief must you inspire first and foremost to get people seeking you out? Does everything about you promote that belief in your prospects, customers, and your network?
Here is a test. Ask five people in your professional network to describe your brand to you. Don't be bothered if you don't hear what you thought you might. Just create a brand strategy and execute it day in and day out. Ask them again and others after about three months and see what happens.
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