Sales Success Tools – Part I: Brand Building

Editors Note: Through tools and technology, sales is evolving both before the sale happens as well as during the cycle. The first installment of this two-part series gives an overview of the reputation management and personal brand-building tools sales professionals can use to establish credibility and build trust. Next up, PHONE+ surveys new technology platforms sales professionals use to manage lead cycles and gain insights into what makes prospects tick and what makes them close.

Gone are the days of Herb Tarlek, the slick, overconfident salesman on WKRP in Cincinnati. Todays successful sales professional has the distinct persona of trusted adviser rather than order taker or worse. Whether you are already a seasoned veteran or a newbie just getting into the business, it is always good to review best practices and read about the latest developments in strategies and technologies to ensure ongoing sales success in an ever more-complicated industry.

Of course, becoming a trusted adviser doesnt happen overnight. Its the product of constantly listening to a prospects goals and needs, providing advice not pitches, and sharing helpful, insightful knowledge even before the contract is signed. 

In addition to a keen focus on the clients needs, the next best thing you can do is have a great reputation and back it up with online visibility. From the first introduction and even before, trusted advisers are constantly able to demonstrate their thought leadership and expertise to their clients and prospects. 

Build Your Professional Brand Before the Sale. The case for your trustworthiness and credibility starts before youre granted an audience with an interested prospect. Thanks to online media, your reputation can be built and your knowledge readily shared in the public domain through outlets such as LinkedIn, Twitter, blogs, forums, speaking opportunities and even publications like this one. Shifting your paradigm from pounding the pavement to pounding the keyboard might just give you the boost youre looking for in your sales performance.
 
Luckily, building that stellar reputation with your clients and peers can happen quickly in the age of the Internet. In fact, search your name on a search engine and see if the results support your position as an expert. What do you find? Do you see proof that youre a professional to be trusted and relied upon for developing a solution? If you have written articles, optimized your LinkedIn profile and posted helpful information such as tips and guides, then chances are youre in good shape to garner respect. If not, you may be at a disadvantage and not even know it.

If youre not blazing page one of Google results with thought leadership, theres an easy first step: take 10 minutes each day to participate in online outlets to begin to establish your expertise. Start with a slam dunk arena like LinkedIn, the professional networking site.  Here are a few examples of easy ways to build your credibility using LinkedIn:

• Optimize your profile with your experience and expertise, concrete examples of success and a clear description of solutions you can offer.
• Join relevant groups within your industry and take a few moments to answer some of the questions posted by others in the group (without talking all about yourself or your company).
• Offer connection invitations regularly and write and request recommendations of others in your network.
• Share insightful articles from others in the Network Activity section and even add your take on the content.

Actively participate in online forums and groups within your specialty, posting answers and starting discussion threads on relevant topics, and youll be well on your way to growing a name for yourself. Beyond the reputation benefits, publicly sharing valuable knowledge, joining discussions and raising your profile in the industry will drive prospects and clients to begin to seek you out, and doors will open more easily when youre networking and even cold calling.

Gut Check. For some individuals, establishing themselves as a trusted adviser and employing professional branding techniques to achieve their sales goals involve a significant change. Others may think these tactics are already part of their approach. But in truth, are you doing all you can to be dubbed an adviser? Take a few moments to evaluate your current activities.

• When was the last time you asked a meaty question or posted an insightful comment online within your industry?
• Have you sent an interesting or relevant article to 10 prospects this week with your thoughts on how it impacts them individually?
• Do you have Google alerts set for the names of your clients and top prospects so you can stay abreast of whats happening in their businesses and respond where appropriate?
• Did you get a testimonial or recommendation from your last satisfied client? Do you share it with other prospects to showcase your companys strengths?

If you hesitated on any of these questions or flat out said no, it might be time to re-energize your approach to make the most of your sales efforts. Re-energizing doesnt mean out with the old, in with the new. In fact, age-old strategies like listening and being client focused can be even more powerful when combined with the latest technologies which enable you to publicize your expertise and trustworthiness.

A wise person once said people love to buy, but they hate to be sold anything. By presenting yourself both publically and in private meetings as a problem solver, a team member and a trusted adviser, youll never have to sell anything again.

Joy Milkowski is founder of

Access Marketing Company
, which specializes in search engine and Web marketing. She consults on overall sales and marketing strategy, tactical marketing programs and results measurement. In addition, she trains small businesses and entrepreneurs who want to leverage the power of search engines as an advertising tool to reacgh their audiences. She is a Certified Google AdWords Professional.