Creating Your Personal Brand: Becoming a First among Equals

How is your brand?

Not your company’s brand but your personal brand?

Here is why I ask. It’s about you!

I am spending the day working with a very sharp sales rep in Orlando, FL. We just completed a 9:00 a.m. appointment that came through a referral from a satisfied customer (nice job in leveraging your existing customer Dan). Entering the lobby and checking with the receptionist she contacted Dan’s prospect to let him know that we had arrived and immediately, we were offered a fresh cup of coffee or bottled water – first class. A few minutes later, the executive’s assistant greets us warmly and we are escorted to the corner office overlooking downtown Orlando.

After we are seated and a short exchange of pleasantries (which are critical in connecting on the front end – no brainer right?) bam! We are hit with an unsettling comment…

‘You know the reason that I am seeing you is really as a favor to my friend (Dan’s customer). In my opinion I see ‘parity’ with the majority of the reps in your industry – see one you have seen them all….Pause from the prospect… that said what makes you different?’

This was clearly a moment of testing and a moment of truth. Note he did not ask ‘what makes your company different?’ Or ‘how is your product offering different?’ Instead he asked ‘what makes you different?’

Par-i-ty: the quality or state of being equal or equivalent

I would love to say what happened next was amazing, it was but not for Dan! The reason is simple: he has built a solid personal brand around creating solutions for his customers. What was amazing was the confident response that built immediate credibility with his prospect.  After Dan had a few moments to explain how he could create a viable solution for the executive, you could see and feel the tone of the conversation change thus changing the meeting dramatically, in fact the executive suggested and scheduled a meeting for Dan to present a solution to his senior staff.

You may be thinking… How did this happen? How can I create the same outcome? Simple…. It is about creating your own personal brand and presenting in a style that is unique to you.

Today at lunch, or this evening when it is quiet, ask yourself the following as you begin to establish your personal brand and become First Among Equals!

  1. What has made you a success thus far?
  2. How did you get there?
  3. How would you like to be perceived?
  4. What ignites your passion?
  5. Go do it!

Align your personal brand with the needs of your prospects and customers, and you will experience a level of success unlike you have experienced in your selling career. Once you have done so, send me your story as I would like to share it with others to offer inspiration and encouragement.

It is about you – creating your personal brand and becoming a First Among Equals.

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