Those of us who make our living in sales and marketing appreciate the value of branding. Whether it is the brand of the products we sell or the company we represent, we know full well that a recognised, consistent, and respected brand will give us a head start. As we march down our career path, we may get to represent a number of different brands along the way, but the one that means the most, the one that never leaves our side, is the most important brand in the world – our very own reputation.
Yet too often, this personal trademark of ours, our very own intellectual property, doesn’t get the attention it deserves. To put it into perspective in my sales training workshops, I generally break the issue of branding into three components – product, company, and salesperson. Let’s start with the product:
Product Brand
When we are selling products and services, we readily accept that the brand plays an enormous part, particularly when quality, reliability, and support for the product is an issue. Knowledge of the supplier and a show of branding support from us tend to build buyer confidence, and can be the catalyst in their purchase decision. So whenever we depend on the reputation of our branded suppliers to lend credibility to our selling effort, particularly to attract a pricing premium, it is almost unforgivable not to become an absolute authority on them and to proudly and confidently present ourselves as their advocate. After all, they have already spent a fortune to do the ‘pull’ marketing for us, so the ‘push’ on our part is comparatively easier.
Company Brand
On the other hand, I regularly work with some of the larger retail buyers. It is no secret that brand status is top of mind for them, too, when they sit down at the negotiating table with their supplier salespeople. Their aim is to sublimely take a position of authority in their negotiations by knowing more about their supplier’s product, operations, and competitors than even the supplier salespeople themselves, then pitting it against the size and reputation of their own retail brand. This makes for an interesting dogfight, and that old expression, ‘it’s not the size of the dog in the fight, but the size of the fight in the dog’ comes to mind.
For instance, consumer awareness – product brand versus retail brand – can be a significant factor in determining the rules of engagement, and is the reason why so many small retailers gravitate to branded buying groups and franchise chains to leverage their buying power. For example, if we are a multi-national supplier selling into a small local retailer, or a large retailer buying from a fringe supplier, we will have a fair bit of clout.
From the seller side, this is known as a Unique Selling Proposition (‘USP’), a prime reason why the buyer must consider our offer. From the buyer side, this is often referred to as a Unique Buying Position (‘UBP’), a combination of distribution advantages which positions us as a preferred outlet for the suppliers’ products. But beware the negative side – a danger that we rely too much on this big brand ‘clout’ factor. I have detected this indifferent attitude in some of my trainees, where too much is taken for granted as they lean on their market presence to buffer their proposition.
But it’s not all one-way traffic. Being the underdog usually provides a natural stimulus, and many of my small business trainees, manage to use the ‘size versus flexibility’ advantage they usually hold over their ‘big brother’ negotiating partners to gain an edge. It’s a case of dynamics over mass, meaning that even the combination of product and company brand is not necessarily the ‘be all and end all’. Not surprisingly, whether we happen to be the David or the Goliath in this battle, it will inevitably be our ability, dedication, and reputation – our very own personal brand – which must address the balance. All too often, it is the injection of this third brand into the equation which becomes the tie-breaker!
Personal Brand
Despite this, it pains me though, to find that many of my sales trainees don’t give the same attention to the third part of the branding mix – their personal proposition. Even some of the most experienced of them have the odd relapse, failing to keep in mind that, as well playing a team role in promoting their employer’s brand day-by-day, they remain the sole caretaker of their very own personal brand year-by-year.
Yes, our reputation follows us throughout our lives, wherever we go, whatever we do, and with whomever we share it. We owe it to ourselves to relentlessly build, proudly cherish, and selfishly protect this individual brand of ours. We mustn’t overlook the fact too, that our personal stature enjoys the ultimate copyright protection. Nobody else can borrow it or take it from us. There will be times when others will influence it, even try to tarnish it, but in reality, it is we – and only we – who have the choice, and the right, to use or abuse this exclusive trademark of ours.
There is no escaping reality here. Remaining consistent and blemish-free can be a hard call, but it comes with the territory. Our greatest asset as a career salesperson is our reputation, based on how we present ourselves and how we conduct ourselves. There is simply no room for black marks on the report card. They will be noticed, they will be remembered, and over time they will be accumulated.
On the surface, others will acknowledge our politeness, our naturalness, and all those ‘in the moment’ things, but deep down in their subconscious they can’t help but form impressions that will last a lifetime. They will be judging us on critical things like trust and believability, irrespective of the company we now work for, or the brands, products and services we now represent. Even to a stranger, this personal brand of ours will be revealed through our attitude: it is reflected in our presence, our poise, our self-confidence, our manners, our openness, and our enthusiasm… it will shine like a beacon!
So forget the likes of Mercedes, Nike, and Shell – it is this unique personal brand of ours that is truly the priceless one!
About the Author:
In a distinguished career spanning half a century, Keith Rowe has managed the full journey from shop floor to boardroom. Along the way, he has headed the Australian sales and marketing operations for three of the world’s largest Consumer Electronics manufacturers – Toshiba, Sanyo and Sharp.
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