Your brand is what goes before you. Everything you do reflects on that brand. Your image can be enhanced or stained depending on what you do or say to or with prospects.
Branding is a professional statement of what your product or service stands for. And your personal brand is exactly the same.
Positioning yourself as a sales professional means letting your brand image be known about in every possible way, using as many opportunities as possible to create your position in the marketplace.
The way you do this is by first having positioning statements that build a great impression of you. I have a positioning statement that tells people what I do and who I am: “Sales Training & Management Development Authority, Bestselling Author & Award Winning Entrepreneur, achieving results with all clients”
Short, sweet, and to the point. The first part of my statements speaks to the concept of working with me, the last part the outcome. Each part of your statement can stand alone and be meaningful; however, the entire statement is most meaningful when used in its entirety.
So, where do you use your positioning statement? You use it wherever and whenever you can.
Develop yours that tells people in literally a few seconds who you are and what you do. Make it something you can be proud of.
Your positioning statement should be prominently displayed on all of your promotional material. Make sure it is in your professional headline on LinkedIn…it follows you wherever you go on that social network.
A great positioning statement allows a prospect to quickly determine if what you do is meaningful to them and it allows you to qualify prospects better.
So, what can you do with your positioning statement after you have built one up?
Find out who would benefit from the position that you now adopt. It should create niche markets for you in the marketplace. Become an expert in you particular field, so people start searching you out when they want help and assistance.
When you promote yourself, think about how you are more beneficial to your prospects than anyone else. Think how your story can be memorable to clients. Discuss with your colleagues how your professional statements can make your company stand out from the crowd.
Your positioning could improve the way your clients interact with you, so ensure you listen out for any feedback that may come your way from clients and prospects alike.
Have a specific strategy about how you are are going to market yourself to new clients. Your positioning statement should include who you’re targeting, what their problems are, your differentiate and value proposition. The alignment with their problems and how your solution solves them must be at the heart of the positioning statement. It should be clear to the buyer why they should choose your solution over someone else’s. You don’t want to spend time with a prospect that isn’t a proper fit for your product, and the positioning will help you determine what tires to attack by identifying the company’s business drivers and aligning your solutions with them.
Most importantly, ensure that all you do and say back up the very position you are trying to portray. If you don’t reflect your positioning in your actions, you will be worse off than if you didn’t have anything at all.
MTD Sales Training
(Image by David Castillo Dominici at FreeDigitalPhotos.net)
It is true, that you never get a second chance to make a first impression. As a sales professional, it is imperative that the first impression the prospect gets of you be a good one, and it starts with your appearance. However, here are 10 subtle, seemingly small items concerning your appearance that many sales people overlook. Keep these things in mind as they are easy to forget and take for granted.
1. Bad Breath: Ok, so you are convinced that you do not have a case of genuine halitosis. However, it does not take much for your breath to assume a foul odour for a short period of time, especially after you eat. Just keep some breath fresheners with you at all times and be sure.
2. Food in Teeth: Before the end of that lunch with that important prospect; go check your teeth. It is extremely difficult to pay attention to or take someone seriously, who has a small piece of broccoli stuck in their teeth.
3. Dirty, Chewed Fingernails: While a few women falter here, this seems to be an area for which most men pay no attention. Clip and clean your fingernails. You should actually maintain a decent manicure, and that goes for gentlemen as well. It is more important than you may think!
4. Dirty, Unpolished Shoes: Another area many believe is unnoticeable is your feet. Scuff marks, dust, grass and other things your shoes pick up, detract from your professional appearance. Pay attention to your footwear.
5. Brief, Attaché or Laptop Case: Make sure your carry case that is in good shape, both inside and out. Don’t open a great looking case only to reveal a completely disorganised mess of scattered papers, old sticky notes, business cards and chewing gum wrappers all over the place.
6. Products and Sales Presentation Material: You should completely clean, refresh and replenish everything you use in your sales interaction everyday. Get rid of the writing tablet that has tattered edges and only 20% of the pages left in it.
6. Ink Pen: Breakdown, give in and finally invest in a decent writing instrument. A little plastic 10-for-£1 pen is not the best thing to use when asking someone to sign a £10,000 contract.
7. Noise, Ear Hair: Please trim. Enough said.
8. Coffee, Beverage Stains: Drops of coffee seem to have the uncanny ability to target the most visible spots on your tie, suit or dress. Many saucers and even coasters do not absorb enough liquid to prevent dripping. Use a napkin under your cup and spoon.
10. Belts, Accessories: A worn, fraying old belt will completely ruin your outfit. Everything on your person is important. Pay attention and be sure to notice the condition of all accessories.
Someone might be thinking, “Come on Sean; these are trivial things.” To that I say, maybe it’s time that you start to sweat the small stuff!
Bestselling Author, Sales Authority & Speaker On Modern Day Selling Methods