We so often hear about how companies should drive brand awareness and differentiation via social media to pull ahead of their competition and win your purchase decision. In this week’s blog, I would like to take this same concept and apply it to why sales teams are always in the land of mediocracy which limits their ability to compete.
Put yourself across the desk for a moment in your customer’s shoes. They issue the dreaded RFP for your solution, you respond, then show up for that exciting finals day and what do they see? Of course a dark blue suite, Prada glasses, a Rolex watch, shinny shoes & a big smile. What your customers don’t see is how you as a person are any different than the next vendor following you in.
One paragraph in a recent article I ready about brand differentiation really struck a chord with me which is “What’s the point of going to market if you can’t stand for something? Most brands are like needy teenagers, desperately trying to blend in with the crowd. In turn, we care little about the companies we support and often make decisions based on who has the best deal-of-the-day since true differentiation is nonexistent.”
Challenge for you as an individual contributor or sales manager: Focus on one thing that will become your personal brand with your externally facing customers as well as your colleagues and you will notice a change in your win rates as well as your yearend performance review scores!
Some ideas to get you started would be…I am the –
- Sharer or collaborator as community expert.
- Case study creator.
- Local user group lead or event expert.
- Creative presenter.
- Social media expert.
- Master at my CRM system.
- Training expert.
- Technical expert.
- Customer service darling.
Always remember that it’s never too late to reinvent yourself and when doing so land your unique brand to separate yourself from your peers and your competition.
Watch for my next blog on “Stop wasting your time with CRM systems” – why do companies always get low user adoption?