When you talk about branding, you talk about purpose. As a sales professional or entrepreneur, you need to be able to convey your purpose by giving value to your customers. Add that with a strong conviction to help and people will get naturally inclined to connect with you. You don’t sell anything. All you need to do is help and this will help you achieve success.
I’m bringing in Jeff Charles on today’s episode because of the great value that he has to share. Jeff Charles is the founder of Artisan Owl Media, a content marketing agency that helps entrepreneurs earn more business by helping them learn how to persuade more effectively.
In his recent article Selling with Conviction: Your Brand’s Purpose, Jeff emphasized some points and insights which are paramount in the world of selling.
Here are the highlights of my conversation with Jeff:
Jeff chose to write the article on branding to emphasize these points:
Elements that make a brand trustworthy:
Social media has made it easier for corporations to reach their customers. The fact that you exist more than just your product or service is what attracts people to you.
How to stand out from competition:
How can the pursuit of change make a big difference?
Do some soul searching. Go deep. Why did you decide to start the business you started? How does you offering translate into making a difference in the world around you? Think higher than what you’re selling.
Provide distinct value to the people that you want to sell to.
Stay in touch with your “why” to allow you to pursue that change.
“Stop selling, start helping.” – Zig Zigler
Many people buy for emotional reasons.
Your conviction is what makes people want to act. If you believe so strongly in what you’re selling, that is far more convincing than just throwing out some facts and figures.
Create a movement.
Case study: Dove (the company that sells soaps and other hygiene products)
What makes them different is their overall mission which is not to sell soap and hygiene products but to make women feel better about themselves and raise the self-esteem of women across the world.
Through the Speak Beautiful Movement, Dove noticed that a lot of women say bad things about the way they look on social media. They countered that with this movement encouraging women to post things that are positive about their body.
That’s what makes people connect with them.
Jeff’s Major Takeaway:
Find a way to stay in touch with your purpose. Branding and purpose are synonymous. Write it down and keep it in your desk. Anything that reminds and keeps you in touch with what is going to help you keep from focusing on the nuts and bolts. Remind yourself of your purpose as often as you possibly can.
Read Jeff’s article: Selling With Conviction: Your Brand’s Purpose
Donald is the host of the popular sales podcast,"The Sales Evangelist". He is the founder of The Sales Evangelist Consulting Firm where he helps small companies develop killer sales process to scale their business and increase growth.Donald is also an award-winning speaker, sales trainer, and coach. He's a big fan of traveling, South Florida staycations and high-quality family time. Donald has a belief that “anyone” can sell if they have the desire and receives the proper training.