A salesperson’s brand can help change the sales stigma and perception.
In prospecting, it’s even more critical to differentiate your personal sales brand to make a great first impression and secure the first meeting.
Mistakes in Prospecting
When prospecting, most sales professionals are asking for only 10-15 minutes of a potential customer’s time; are sending numerous generic type emails in hopes of it creating an opportunity to meet; and are using the word “unique” to differentiate their products and services.
This approach is not differentiating you or your brand.
That reality is, customers and buyers don’t want to meet with salespeople and they already have numerous vendors.
You need to find a way to differentiate yourself, and still be valuable to the buyer.
How Are You Different in a Way That’s Valuable to the Prospective Buyer?
How will you differentiate your personal sales brand in prospecting, to position you as a trusted business advisor?
1. Change your words
Many sales reps use the words that focus around:
- right products
- best price
What kind of salesperson brand does this convey?
Change your language to:
- ROI – return on investment
What kind of salesperson does this convey?How will you differentiate your personal sales brand in prospecting, to position you as a trusted business advisor? Click To Tweet
2. Do your research & customize
A unique value proposition is not about you or your services being unique. It’s about you customizing your email, your value proposition to make it unique to the customer/buyer you are approaching.
In our new Prospecting Power program, participants are quickly learning the power of doing their research about the buyer and customizing an email message or telephone call to the buyer. In this class, they are given time to customize their email and then send their email to a prospective buyer. They are surprised at how many are responding to their email within the hour. Very few sales professionals do the research and customize the message; it takes time – yet produces responses and results.
3. Send an agenda for the meeting
Very few sales professionals send an agenda for the meeting, in advance. This will differentiate you and improve your professional sales brand.
Ensure the agenda is focused on their business, not just a presentation of your company and products. You can even add your great questions to your agenda to give them time to prepare, and of course differentiate your personal sales brand.
4. Focus on their business – not your business
Is your email or telephone message focused on what you, your products and your business can do for them, or are you focusing on understanding their business, providing custom solutions and improving their business metrics?
5. Your title and email signature
What does your title and email signature say about you and your company brand? How can you improve your personal branding and position you as a trusted business advisor? This is great real estate space to link to an article, event or simply state a thought provoking question. Is your title “Sales Rep” or Territory Sales Rep or Business Advisor or Consultant?
6. Your LinkedIn Profile
Many buyers will check you out before they will agree to a meeting. What does your LinkedIn Profile branding look like? Does it demonstrate you as an expert? Is it a great professional picture? What does your summary say about you, your expertise and your brand?
7. Your clothing attire
In today’s business world, casual business attire is becoming more prevalent. What does your attire say about your brand? Do khakis and blue jeans represent your professional sales brand?
Sales Reps, work on differentiating your personal sales brand to help you in your prospecting efforts.
Lisa is driven by the mantra – Be Strategic. Be Pro-active. Be Brave. – and has been successfully training and coaching sales leaders and their teams to do the same for over 15 years. As the President of Teneo Results since 2003, she has trained thousands of sales professionals at more than 250 companies across North America. She transitions salespeople away from the standard “product & price” approach to having purposeful business conversations with their customers that drive results.