Free for use under the Pixabay Content License.Image by June Aye from Pixabay. Sell your personal brand with phone selfie.

Selling Your Personal Brand

Selling your personal brand is the first step in building a sales relationship.   Knowing yourself, your brand, your brand culture and standards will make you YOU, and a successful sales person.

So, how do you get there? 

Here are a few suggestions!

Be Authentic

The first step is to “be authentic”.  Don’t put on a fake persona, be your own person.  It is too hard to maintain a personality that is not inherently you, so don’t even try. 

Being authentic, means being you.  That is the easy part because you have been you all your life. 

Take a step back and do a critical overview into your own character. 

Draw up a pros and cons list of both personality traits and professional strengths.   If you do not feel confident in assessing your own sales personality, sit down with a colleague, manager, or mentor and ask them to give you a realistic assessment of your strengths and weaknesses.

Obviously, once you have a list of the things you do well you’ll want to emphasize those positive talents in your 30-second elevator pitch (get your foot in the door), knowledge of your product, and presentation skills.  You need to be comfortable in your own shoes.  

selling your brand profile

The hard part will be  to overcome any negative traits and missing links in your sales technique.  

Admitting to yourself that you need more training or do not have a good grasp on sales technique is tough to do.  You must dedicate a little time every day to perfecting your skill.  Read training materials, shadow someone who sells well, follow blogs and industry experts, and most of all, take time to practice your sales pitch.  

Create an “If this, then that” cheat sheet.  Make a list of all your hotel amenities and keep it handy when you go on sales calls.  

Create an info-graph that you can use to keep your sales calls on track… kinda like a roadmap.  

Prepare for the call by doing research on the company and reading any news about the company or your client.  

Your Personal Brand

Your personal brand needs to not only reflect the uniqueness of YOU, but it needs to be interwoven with your brand culture, philosophy, and operating standards.  For example, if your brand standards dictate that a manager must be professionally dressed with a jacket and tie for men, and suit dress, skirt suit, or pantsuit for ladies, then you need to follow that mandate every day.  The expectation that a customer will “always” see a person from your brand of hotel professionally attired is expected.  Doing so says “you can trust that I will always represent my hotel.”  Likewise, if your brand culture is that your hotel represents health and wellness, then your amenities and sales pitch must also reflect those values.  

Developing a personal brand just means that your word and actions reflect the values of your company and hotel.  Being one with your brand is not robotic – it means that the words you use to sell your product are the same as the words that your hotel website, collateral, advertising, marketing, etc. uses continuously.

For example, my husband is a photographer.  He takes photographs of people in both personal and professional environments.  His personal brand, and that of his industry, is to not create a “shot” or take a “shot”, it is to create and “image”.  Think about it…. the word “shot” is not very comforting.  Not only does it reflect the obvious negative connotation, it also means to “take a chance.”  No one wants a professional photographer to just “take a chance” that they will capture a good photo.  That is a waste of time and money. 

Use your brand buzzwords and phrases in presentations, letters, emails, and collateral, and don’t use industry jargon or slang.  There is much research done on these buzzwords and phrases, and you should take advantage of that fact.

Image by StockSnap from Pixabay. Two business people walking. Sell your personal brand
Building Relationships

Build a relationship with your client.

People buy from people they know, like and trust – that’s our company motto and it is the motto of most sales related companies.  So, how do you create and sell a personal brand that melds with your company and product?

Keep your eyes open while visiting your client.  Developing a relationship might be as easy as sharing your mutual love of a team, a hobby, or even a dog breed!  Look for signals, decor, and talk about what shapes their personal brand and then try to find camaraderie.

Watch for visible body language to determine if you are making inroads (hopefully), or if you are losing the interest of the contact.  If there are visible signs of boredom, or if the client is distracted, then you need to quickly change course.  LISTEN.  Sometimes it is more important to sit back and listen as your client answers your open-ended questions.  Try to engage the client by asking a question that needs more than a yes or no answer is critically important.  

Your answers or pitch should include appropriate testimonials about other similar client events that shared the same concerns!

Follow Your Gut

Projecting and selling your personal brand relies on mastering the above three strategies.  Creating confidence in yourself and your selling talents will go a long way towards winning your customers over.  The sooner you grasp these skills, the sooner you will be successful.

Happy selling your personal brand!      

Linda

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