Personal Brand is the short answer.
Typically, today’s sales professionals stick to the company line. Representing the company brand is what they get paid to do. Marketing departments work hard at positioning the product against both customer needs and the competition.
It’s easier to regurgitate the company brochure than create one’s own brand.
Internet Marketers work hard at developing their own, personal brand. They add value with interesting news and analysis. As a result they build a personal relationship with readers and a subsequent permission to market product.
For these guys it isn’t business, it’s personal, and the business will follow.
The bottom line here is companies by from companies like SAP, Oracle and Microsoft. Reps for these businesses take orders and manage the revenue pipeline.
Those of us who work for less strong brands need to do things differently. We need to build personal relationships with the buyers. In our space companies don’t buy from companies, people buy from people.
In order for people to buy from us, as individuals, we need to add value in the person to person relationships.
Once we’ve done that we’ve started to build our personal brand, just like the Internet Marketing guys.
Soon we’ll post an article describing, in much more detail, how we can set about creating that personal brand.
Watch this space!
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