Personal Branding is Sales
Personal branding is an important part of the sales process. We hear it all the time, "people buy from people they like". More so, people buy from people they know and trust. How well are you known in the industry, do you have a personal brand? It is important to be well-known, and not only your company but yourself. In the buying process, a prospect is more likely to buy what you're offering if they know you and value your knowledge.
How do you start to build a personal brand? There are a few things to keep in mind: it will take hard work, dedication, you will have to give to receive and will require some promotion. Now, let's get started. First, you must understand personal branding; it's about creating a demand for your product without direct advertising. How do you accomplish this? Become an expert in your field and earn your customers trust by sharing your knowledge in a manner they understand. What do I mean by this? Don't explain how you will program their new smart control but focus on the ease of use from any mobile device.
Pool builders, get to know your customers, gain their trust as an industry professional. When they talk about their new pool, they will also mention your knowledge and suggestions. This will also help gain the customers trust. For example, if you make suggestions for upgrades based on efficiency, safety or meeting their needs, the customer will remember you had their best interest at heart. Happy customers like to praise about the service or quality of a product they received. Likewise, they will let the world know if they had a bad experience.
It is important to be involved in the industry, become a leader and be known as an innovator. Attend classes, shows, meetings and industry related events. Learn as much as you can but also share your knowledge. This will help you earn the respect of your peers and set you ahead of the competition. However, this will not happen overnight and you will need to set some time aside for planning. Make a list of people you can network with, work on your "About Us" and get creative with everything you do. Create a plan for advertising to your desired customer base. If you offer pool service, target the homes in the areas you currently service. Offer a referral program and in return give a complimentary service or a FREE tab floater. You can also accomplish this indirectly by being a resource; offer your customers advice and knowledge about their equipment or swimming pool, provide useful tips not only selling points. If you earn their trust, they are more likely to tell their neighbors about you, your company and your service. Consequently, your customers won't just talk about your company but they will talk about you, the professional who made an impacting impression.
Lastly and more importantly, don't give up; keep trying, learning and sharing. It's a fun ride, some people will jump on board while others will stay behind and that's ok. Whatever field you're in, strive to become the best at what you do. Become the best service provider, pool builder, plasterer, retail store and so on.
Reference Little Red Book of Selling