Navigating the world of sales can sometimes feel like traversing a labyrinth. Salespeople, sales managers, and CEOs alike grapple with the challenge of increasing revenue and enhancing productivity in their sales processes. To be successful, you need more than knowledge of products and services; you need to develop trust and a strong personal brand.
Business-to-business (B2B) sales involves transferring trust from ourselves to our prospects. We trust in our products and company, but convincing prospects to share that trust is the real challenge. This trust should encompass the product, the company, and perhaps most crucially, the salesperson. Remember, B2B sales could be defined as helping prospects decide in our favor within the desired timeframe.
The key to B2B sales is developing a personal brand that inspires trust in salespeople. The salesperson’s ability to convey reliability, expertise, and credibility can significantly influence how fast a prospect invests in a product or service.
Developing a strong personal brand begins with creating a presence that signals control and understanding of the business. This can be achieved by showcasing the benefits of your product or service to your customer’s business. A straightforward way to build your brand is by seeking references from your network, former employers, and customers, and showcasing these on professional platforms like LinkedIn.
However, the journey doesn’t end there. Understanding how to connect your product’s business benefit to the business challenges your customer faces is crucial to your brand. This understanding positions you as a subject matter expert and a reliable partner in your customer’s journey.
Sales leaders play a crucial role in this process. They must guide their teams towards building a personal brand that aligns with the company’s values and objectives. This approach should extend to all platforms where a salesperson might be evaluated, including social media. Ensuring that all visible online content supports the salesperson’s image as an industry expert (or at least a knowledgeable advisor) is essential.
Sales leaders should assess whether a salesperson’s LinkedIn profile looks like a resume or a testament to their expertise in the company’s products and services. Which do you think your prospects would prefer to talk to – someone who looks like they are job hunting or appears to be an industry adviser? The LinkedIn About section should primarily focus on the benefits of the company’s products or services to prospects.
Another critical aspect of personal branding is the salesperson’s physical appearance. It’s essential to present oneself professionally, mirroring the attire and demeanor of the prospect’s superiors. This approach can help command immediate respect and establish a powerful presence.
Of course, the rules of presentation can vary across industries. For instance, tattoos might be acceptable in some sectors but frowned upon in others. It’s essential to strike a balance between personal expression and professional appropriateness.
Personal branding extends beyond appearance to the way a salesperson communicates. An approachable demeanor, a smile, and a positive attitude can go a long way in building trust with prospects. Remember, the aim is to deposit enough trust in the relationship bank account to earn the right to discuss sensitive topics such as pricing and negotiations.
Salespeople should start conversations with empathy and curiosity, showing genuine interest in understanding the prospect’s business. This approach builds trust and enhances the salesperson’s understanding of the client’s business, which strengthens their personal brand.
In summary, B2B sales extends beyond products and services to building trust and personal branding. Salespeople, sales managers, and CEOs need to understand this and work towards nurturing a personal brand that inspires trust and accelerates the sales process. This practice will enhance individual performance and contribute significantly to the company’s overall success.
Here are four immediate steps to bolster your sales performance:
- Develop a Strong Personal Brand: Create a professional online presence that showcases your understanding of your business and products. Seek references from your network and former customers, and display these on platforms such as LinkedIn. Make sure your profile emphasizes your expertise rather than reads like a resume.
- Understand Your Customer’s Business Challenges: Make an effort to understand the specific problems your product or service can solve for your customers. This understanding positions you as a reliable partner and expert in your customer’s journey.
- Evaluate and Upgrade Your Physical Appearance: Your physical appearance should be professional and reflect the expectations of your industry. This helps command respect and establishes a strong presence. Balance personal expression with professional appropriateness.
- Improve Your Communication Skills: Adopt an approachable demeanor and a positive attitude. Start conversations with empathy and genuine interest in understanding the customer’s business. This builds trust and enhances your understanding of the client’s business, further strengthening your brand.
