Tag Archives for " Branding "

Personal Branding, Content, Sales Leader

TSE 1153: Creating An Authentic Personal Brand

 

Personal Branding, Content, Sales Leader

Creating an authentic personal brand is important because everything that we develop in business is based on creating a personal brand. As sales reps, polishing your personal brand must be a priority to stand out to everyone no matter where you go or where you are. 

Emily Soccorsy and Justin Foster are co-founders of intrinsic branding practice Root + River. They have combined their experience and expertise in branding and passion for personal growth to guide individuals in combining authentic original brands that attract new opportunities and levels of possibilities. 

The intrinsic practice 

Both Emily and Justin believe that every great brand is a spiritual experience. As coaches, they guide individuals regardless of the roles they play in the organization. Their goal is to make them understand that deep foundational soul of their brand and put that into practical use every day. 

Branding is a practice, which means you need to do it every single day whether you are aware of it or not. Intrinsic practice will help you be aware of the things that you do and get organized around them so that those things will have far greater impact for a longer time. 

What is branding?

In simple terms, a brand is how other people experience what you believe. The brand is how people experience you in everyday situations and conversations. If you understand what that experience is giving to people, you can tap into that in a more conscious manner to help build your brand in a way that has greater impact. 

Frank Rogers is a good example. He is a great salesperson who developed a thought leadership brand. He doesn’t wait for the market to tell him what to say. Instead, he leads from the front. 

Chip Scholz from North Carolina is another example. He is an executive coach with a very memorable brand who uses a direct and Socratic approach in his coaching. 

Regardless of the audience you are talking to and the role you have, whether you’re a coach or a sales leader, you must follow the same principles because you are responsible for two brands. First, you’re responsible for your personal brand, and second, you’re responsible for the brand that you are representing. 

There are three specific qualities in intrinsic branding: inner traits that show up in the outer world. 

  • Be original. 

Don’t be a karaoke singer or cover band. Be an original thinker, an original producer. 

  • Articulate well.

Learn how to tell your story eloquently, consistently, and compellingly. Do this without hesitation and insecurities. Share your story from the heart with conviction. 

  • Be vulnerable.

Do not give a packaged version of yourself. It is best to carry the lightest armor you can because when you do, you emanate something. 

All three traits help to make a brand a positive contagion. 

Originality 

Anyone in any position has an opportunity to take an inventory of what their true expertise is and what they are better at doing than anybody else. If you are good in sales, ask yourself how it manifests, what it looks like for you, and in what aspect of the selling process you are crushing it. 

These are difficult questions to answer because most times, what comes easily to us doesn’t get much value. But if you are able to tune into the things that you are good at and able to share those with people, you’ll have the opportunity to be an original thinker and brand yourself as a thought leader in whatever sliver of space that is. 

Make sure that you share the tips that you have and give feedback to people who are open to it. You begin to build your brand by being a thought leader when you differentiate yourself in those conversations. 

Fear

Many feel apprehensive in speaking and expressing their original self because of two reasons: the fear of becoming an over-promoter and the social emphasis on humility. 

There is a fear of overdoing things and the feeling of bombarding people with content they don’t really need. But sharing is a moral obligation if the content is good and you are producing something that is helpful for the community. 

The second one is humility. 

While humility is a beautiful trait, it is unfortunately a terrible brand strategy because you have to suspend the idea that you’re not special. 

Conditioning

From a very early age, we are conditioned to put the emphasis on other people and not on ourselves. People who talk about themselves are looked down upon. 

But the truth is you have a voice and you have a message. You have something that transcends the product or service that you are selling, and you have a piece of yourself to offer to the world. You can’t do these things if you choose the road of humility. 

As a sales rep, it is your role to share your gifts with the world, and the way people can access your gifts is through your products and services. 

Consistent authenticity 

Authenticity comes from knowing who you are and what you can do. It stems from acceptance and conviction. When you discover who you are, the next thing you need to master is how to achieve consistency. 

Austin Kleone mentioned in his book Steal Like an Artist that you need to steal from the people who inspire you instead of copying them. 

Brene Brown is a great example. She built her brand by investigating what she found interesting and curious about the world. She shares what she learns and talks openly about it, and she is authentic and consistent in what she does. 

The same is true for Gary V. Many would say he is  “too much” but that’s the way he builds his brand. He shows up, answers questions, and talks a lot. But still, he is being paid for it because he is sharing something that he is good at. If you’re going to hold yourself accountable to something, hold yourself accountable to authenticity.

Inspiration

The TSE brand prides itself on being personal to our clients. Even now with thousands of people listening to our podcasts, we make it a goal to be the same people we were before. When people connect with us on LinkedIn, we try to communicate with them and send something personal.  

In Justin’s assessment, The Sales Evangelist brand strives to be inspirational before it’s informational. As it turns out,  peoples’ brains are full of information, but there’s always room for inspiration. People welcome inspiration because it’s nourishment to the soul. 

Listen to your audience 

Listen to your audience. People often talk about the ideal market in terms of sales but we don’t like that language. We favor the ideal audience and what you need to do with an audience is to take in their feedback. Your audience can give you energy and you can respond to that. It will help you hold things a little bit longer and move through things a bit quicker. 

Salespeople must be responsive to the audience from an emotional standpoint. You don’t do this by sending out surveys every other day. You do this by asking them questions, listening to them, and incorporating the things they said through your work. 

Articulate 

When you have something to say, you need to say it well, which means you need to write and speak with a level of excellence. Building a great authentic brand requires one to both write and speak well because it’s the only way that the audience can access you. You need to find a balance. 

You can make a system where you go out, do things, and speak. Learn how to produce interesting and consumable content. Learn how to create an explanation that’s going to incite curiosity and interest to engage people in conversation. 

It is important to simplify your message and infuse energy and emotion as much as possible. It’s got to have the unexpected quality as well. 

Simple, unexpected, and emotional are the three ingredients in making interesting content that people would be inclined to share it to the world. 

This is what articulation is and it comes from practice. It is a type of discipline. The skill of articulating well isn’t a natural ability; it’s a product of frequent practicing. 

Vulnerability 

You have to push back against several thousand years of biological and social programming to become a great brand. Branding is far more about conviction. It comes from having an open front and strong back, according to Brene Brown. It is important to show your audience a little bit of the behind-the-scenes. Vulnerability means sharing your true self to the world. It is about being honest and telling people how you are doing or what you are doing. 

Many find this challenging, however, and the line between what’s private and what’s public is difficult to cross. 

Being vulnerable means sharing parts of the journey: the little lessons and failures along the way and opening yourself up to feedback. Contrary to what many think, vulnerability isn’t about confessing everything. It’s about showing your client that you are human and that you are relatable. 

Michael Jordan failed so often that he was cut from his team, but he was able to push through, and that made him more human. It made him relatable and people have hope because of his story. They believe that they can do it, too. 

Show the mess a little bit without being too self-deprecating. Vulnerability means a lot of different things but for us; it’s a behavior and an action. 

Who you are as a brand

Set aside time to dive into who you are as a brand. Ask some thought-provoking questions and do the deep work with the intention of translating that into your action. Remember that you are your first client. It is important to practice self-care and to take care of the energy centers of physical health, mental health, emotional health, and spiritual health. 

Be better so that everyone around you benefits. The world needs the best version of you, not a worn-out version of you. There is no better brand than vibrancy, and vibrancy comes from nourishment. 

“Creating an Authentic Personal Brand” episode resources 

Check out rootandriver.com for resources on how to create an authentic personal brand. Connect with Emily Soccorsy and Justin Foster on LinkedIn.

Sales Management Simplified by Mike Weinberg is a great book that teaches simple concepts about sales leadership. Check it out and tell me what chapter of the book you liked the most. 

This episode is brought to you in part by Audible, your one-stop shop for thousands of books across genres. Go ahead and check out audibletrial.com/tse to get a free book and to enjoy the 30-day free trial. 

It’s also brought to you in part by the TSE Certified Sales Training Program, a helpful course for sales leaders and sales reps in finding better prospects, having more meaningful conversations, and knowing how to ask the most powerful questions to close deals. Don’t miss the opportunity of becoming a sales savvy and check out the program. The first two episodes are absolutely free. Visit thesalesevangelist.com/freecourse to find more information about the program. 

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Jaron Rice, Marketing, The Sales Evangelist

TSE 1149: The Power of “Cause Marketing”

Jaron Rice, Marketing, The Sales EvangelistSupporting a cause as part of your business model can help you establish your brand and create a personality for your company, and “cause marketing” can draw customers who want to do business with you. 

Cause-based marketing stems from a business or a business owner that champions a cause that they believe helps with their personal branding as well as the company’s brand. It benefits a specific cause while it generates more business for the company. 

Jaron Rice is the founder of Magothy Payments, Maryland’s highest-rated merchant services provider. He helps businesses become more profitable by lowering their costs of credit card acceptance and helps organizations save money on payment processing. 

Payment processing

Businesses have to pay fees in order to accept payments from their clients. The transaction is called an interchange and it’s set by the card brands: Visa, Mastercard, American Express, and Discover. The fees are paid to the issuing banks and then there are dues and assessments that are paid to the card brand. 

At the same time, there are merchant service providers that sell similar services. A typical merchant services agreement is a three-year contract that has a $495 cancellation fee. Also built into that contract are canceling penalties called liquidated damages. In effect, the merchant services provider is arguing that if the business takes their processing volume somewhere else, the bank or merchant services provider will suffer financial harm. The fee generally amounts to about $150 a month for the remaining months in the contract. 

Jaron often interacts with small businesses and discovers that he can save them about $200 a month with his services. For a main street business, that’s a substantial savings unless the cost of breaking the contract will be $4,000. At that point, it isn’t worth switching providers.

Unfortunately, these fees aren’t usually disclosed on the contract agreements. 

Terms and services

Penalties present a major issue for the industry because the typical contract is about three pages long. On the last page of that contract, companies often include a URL that links to a 75-page PDF document full of clauses and information about cancellation fees. These fees aren’t actually presented to the merchant at the time of signing. 

Worse yet, some companies require you to have an account with them before they allow you to view the document. These companies have created a shell game that keeps businesses locked into unwieldy contracts for years. 

Then, to make matters worse, there’s a small 30-day window at the end of the contract during which companies can cancel their existing agreement in writing. If they don’t, the contract automatically renews. 

Bad reputation

Jaron discovered upon engaging with this industry that it has a bad reputation. He brought on a small hobby shop business as a client, and at the time they signed a contract, he asked whether the owner had any outstanding contracts or cancellation fees for its payment processing. The owner assured him that he was 4 and a half years into a three-year contract, so he was good. 

The owner signed a month-to-month contract with Jaron, and 9 months later he contacted Jaron to ask about a $179 charge on his bank statement. 

The charge originated from a merchant services provider, but the identification number didn’t match Jaron’s company. It turns out the previous company had been charging him $179 a month for the previous 9 months despite the fact that he sent a certified letter canceling the service. 

When the owner called the company about the charges, the representative said that they were charging him $179 a month because the company figured he would rather pay that than the $2,400 plus cancellation fees that were spelled out in his contract. Because he hadn’t canceled his contract, it automatically renewed. 

The next day, the company randomly took $600 from his account. 

Addressing the problem

He went to his bank to find out what recourse he had. The bank advised him that they could block the withdrawals for a period of six months, but that on the 7th month, the provider was likely to try to take the previous six months’ worth of charges all at once. The bank advised closing his account and opening a new one. This was a business owner who had a family to support and employees who worked for him.

Jaron recognized immediately that something needed to be done. About a year later, he connected with a business owner who ran a cigar shop. The two signed an agreement to work together and then spent some time talking about the horrors of payment processing. Jaron mentioned that he wished he could write a law to make these kinds of conduct illegal, and his new client mentioned that he was a state delegate. 

The two generated an idea for a piece of legislation that would protect the small business owners in Maryland from the predatory bank practices of banks and merchant services providers. On the third attempt, the bill passed unanimously and was signed into law. 

Protecting businesses

The legislation requires that the length of the agreement, the cancellation fees, the liquidated damages, and the penalties associated with canceling the agreement must be conspicuously displayed on the contract and that each term be initialed.

The legislation also caps the fees for terminating an agreement at $500 and is applicable to businesses that have less than 50 employees and that are doing less than $2 million a year in credit card volume. This includes about 98 percent of Jaron’s clients. 

The law also stipulates that if the contract automatically renews, the business cannot be charged fees or penalties, which gives Maryland businesses a chance to shop for services. It forces companies in that space to be customer-focused. 

Customer service

One of the problems that emerged was the reality that companies that had businesses locked into contracts weren’t motivated to service the accounts properly. Stories exist of businesses who called seeking assistance and were put on hold indefinitely. 

They provide no guarantees on rates or pricing, so they can change your rates at any time. 

The new legislation will make it easier for businesses to find services elsewhere. It’s forcing the entire industry to focus on servicing accounts and keeping customers happy. 

Jaron acknowledges that many in his industry oppose this change, but it’s typically only those who are only focused on profit. Those who want to establish long-term relationships with their clients and do things the right way have incentive to work to keep clients. 

Championing a cause

He didn’t tackle this cause so he could make more money. He did it because it was the right thing to do. In the end, though, his company is benefiting financially from the move. He is working with the Better Business Bureau and the chambers of commerce to host lunch and learns to help businesses learn their rights under the legislation. 

The bill has teeth and consequences, but businesses must report the conduct. In order to report them, businesses must understand the protections of the law. 

In the end, businesses understand that Jaron went to bat for them, and now many of them want to work for him. 

Other opportunities exist for businesses who want to engage in this kind of service to their own industries. The cause your businesses chooses will depend on your individual situation.

Get involved

Join your local organizations and learn who the delegates are. Many of them are seeking opportunities to help their constituents, so if you have an idea that makes sense, they’ll be willing to get involved. These people have teams who understand how to accomplish these things. 

One of Jaron’s clients started a charity called Burgers and Bands to benefit suicide prevention. Because people near to her have struggled with suicidal thoughts and attempts, the issue has touched her life. As a result, she helps raise money for the cause. 

Aside from the good work she is doing in the community, businesses recognize her as a mom and a concerned citizen rather than simply as a business owner trying to sell them something.

The effort must be genuine, though, or people will recognize it as a fake. 

Company identity

Explore the idea of cause marketing as a way to help build your company’s identity. It helps establish your personal brand and your company’s personality. It reveals how your personality translates into leadership within your company. Your cause is a reflection of who you are, and it helps customers see the human side of the business. 

Jaron has had customers whose situations didn’t lend themselves to switching companies except that they were so eager to work with him they settled for deals in which all they asked of him was the ability to match their current deal. He said that doesn’t happen unless they understand your vision and the causes that you stand behind.

Be yourself. It sounds cliche but Jaron realized that most of his clients are laid-back, down-to-earth, Main Street business owners who didn’t care that he didn’t wear a suit to work every day. Be genuine and true to yourself. 

“Cause Marketing” episode resources 

You can connect with Jaron at his website, www.magothy.biz or find him at LinkedIn. You can learn more about the bill specifically at www.MarylandHB777.com.

You can also connect with me at donald@thesalesevangelist.com or try our first module of  TSE Certified Sales Training Program or free. This episode has been made possible with the help of  TSE Certified Sales Training Program, a training course designed to help sellers in improving their performance. 

I hope you like and learned many things from this episode. If you did, please review us and give us a five-star rating on Apple podcast or in any platform you’re using – Google Podcast, Stitcher, and Spotify.  You can also share this with your friends and colleagues. 

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Corey Blake, Donald Kelly, The Sales Evangelist, BYU-Hawaii

TSE 1120: How To Build a Brand Online and Leverage it for Rapid Sales Growth

Corey Blake, Donald Kelly, The Sales Evangelist, BYU-Hawaii

Every sales professional and entrepreneur needs a profitable brand, and the key is to build a brand online and leverage it for rapid sales growth.

Corey Blake is the CEO at MWI, an international digital marketing agency. His background is in sales and business development and he has managed great sales teams over the years.

Validate your brand

When it comes to building a brand and then leveraging it for growth, you must begin by validating your brand. You basically want to turn off any sirens that the potential customer has about you as a seller.

We all know that a stigma exists around sellers, and you likely even experience it when someone gets on the phone with you to sell you something, despite the fact that you’re in sales yourself.

The biggest challenge often originates from the fact that we build great brands and we know we have value to offer, but we don’t know how to convince people to pay for it. How you validate your brand is critical in that process.

It’s simply legitimizing your brand, service, or product. You must find a third party or another way to validate it. You could share that your brand has been featured on certain sites or that you’ve been invited to certain events.

When you’re starting out, go to your customer. Offer to give a customer your product or service in exchange for their use of it. Explain that you think it will make his life better and that you’d like to ask for his testimonial.

Now you’ve got validation and social proof to use in your next sales conversation.

Personal confidence

Seeing someone use your product provides you, as the seller, a certain amount of confidence as well.

If you prefer, you can create great case studies or build a social media presence that includes amazing content. For MWI, for example, they can validate themselves as great content creators by creating great content.

As a bonus, TSE has used those product giveaways as an opportunity to gain feedback during our initial launches so we can figure out where we need to tweak our training or our products. It also helps us build a case study.

Through all of this, you’ll build your own excitement and you’ll develop even more confidence, which is the key to success. Begin your entrepreneur journey by selling yourself on the value you’re providing to the world.

Linking value

Once you’ve established confidence in your value, use your marketing to communicate it to your potential customers. It’s not enough to be sold on your own value, but you must find someone else who is sold on your value as well.

Find a publication that will tell its audience how legit you are.

Once you’ve built this validation, you’ll have an amazing ability to sell your product or service with exclusivity. You’ll find yourself in the driver’s seat and gives you leverage in your communication and makes your sale more exclusive.

If you establish exclusivity, you almost won’t have to sell your customers as much. You’ll simply have to educate them and move them along the sales process. Exclusivity is priceless.

Finding balance

No one wants to be perceived as the typical used car salesman. Don’t come across as gimmicky, selfish, or ignorant. Instead, strive for confident, competent, professional, and controlled. There’s a balance to it.

Assume your customer has never heard of your validation and mention it to him. Within the first 20 seconds, provide that validation to establish confidence and control. Find a way to organically share it without being perceived as cocky.

The alarms about whether you’re legit will shut down. Then you can offer the idea that you only work with a certain kind of brand, and that allows you to operate with a lot more control.

Close early, close often

Make sure you’re asking for the business. Develop specific strategies to close deals. Beautiful branding and validation won’t matter if you can’t close. Consistently think strategically about how you’ll move this sale to the place you want it.

Provide the customer with the right information and the right details so that she’ll be ready to close.

Closing amounts to more than the way you speak, the speed of your speech, and the tone of your voice. These things do constantly lead to close, but you have to figure out how to move to the specific points along the process.

Many sellers are fearful of the conversion side so they hold off too long. Or they get anxious and they ask for the sale way too soon. If you follow the process, that’s where you’ll see the difference.

Sales process

You can have all the right components in place, but without a repeatable sales process, you’ll struggle to support your sales. If your process isn’t organized in a way that leads to close at all times, you won’t succeed.

Determine how to leverage all the components you’ve gathered to move your customers toward a deal. Leverage your value, your validation, your exclusivity, and your communication to ask for the business.

Corey’s goal at the end of the sales process is to structure the process so that the _customer_ asks for the next steps without him having to sell it. That’s when you know you’ve hit the nail on the head.

Organizing your tools

Corey worked with James Carberry at Sweetfish Media to help him set up a process of validation. James already had significant validation because he had a large number of podcasts with great guests and he writes for large publications. They simply had to find a way to organize the validation.

In their case, all the tools were sitting there waiting to be used.

Focus on providing real value. Sell yourself on the value you’re providing to individuals and industry. When you love what you’re doing and you aren’t simply trying to make a buck, people will want to be part of that.

Good businesses are built on products that will make a difference. It doesn’t have to be an altruistic notion like ending world hunger. We would all benefit if we could go to work every day and provide value that you believe in to everyone else.

“Build a Brand Online and Leverage It for Rapid Sales Growth” episode resources

You can connect with Corey at Corey@mwi.com. Mention that you heard me on this podcast. You can also find him on LinkedIn @Corey Blake.

Connect with me at donald@thesalesevangelist.com.

Try the first module of the TSE Certified Sales Training Program for free.

This episode is brought to you by the TSE Certified Sales Training Program. I developed this training course because I struggled early on as a seller. Once I had the chance to go through my own training, I noticed a hockey-stick improvement in my performance.

TSE Certified Sales Training Program can help you out of your slump. If you gave a lot of great presentations and did a lot of hard work, only to watch your prospects choose to work with your competitors, we can help you fix that. The new semester of TSE Certified Sales Training Program begins in April and it would be an absolute honor to have you join us.

Tools for sellers

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Mailtag.io allows you to see around the corners. You can see when people open your email, or when they click on the link you sent. Mailtag.io will give you half-off your subscription for life when you use the Promo Code: Donald at check out.

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Branding, Fabian Geyrhalter , Personality, Story Selling

TSE 768: How To Develop An Effective Brand Personality That Sells

Branding, Fabian Geyrhalter , Personality, Story SellingAs a business owner, you have to create a business brand. A personality that resonates well with your customers.

During this episode, Fabian Geyrhalter shares with us just how to do so and offers some valuable insights from his book, Bigger Than This: How to Turn Any Venture Into an Admired Brand.

Listen and learn how you can improve your personal brand as a salesperson as well.

Here are the highlights of my conversation with Fabian:

The Power of Brand Personality

It’s an understanding of who the company is as a brand. This defines the tone, the voice, the visuals around the brand. It has to be something brands can utilize and share with the sales team. You have to make sure it resonates well in the other end.

Why Build Personality in Your Brand

It makes a product easy to understand provided you also have to have a super simple message.

Keep it simple. Don’t complicate things. Otherwise, you lose sales.

Branding is not just fluff. You don’t want to bombard people with different stories when they don’t really understand what you’re doing and the value they get out of it. Nevertheless, brand stories can create extraordinary value.

How to Give Life to a Company

1. Figure out what is bigger than your product and why.

Why would the consumer deeply care about your offering? How do you tell a bigger, relatable, and sustainable story around an offering that can turn into a beloved brand?

2. Write a memorial speech for your brand.

Write down a speech 10-20 years in the future. Strange, sure. But you actually write it as if you would be in front of an audience, talk about what people are now missing.

This is not value-based but all about emotions and feelings.

Figure out the emotional parts that you can trigger with your product.

Examples of Traits in Building Brand Personality

  • Heritage
  • Radical transparency
  • Stories

Fabian’s Major Takeaway:

If you can find a way to connect with your target audience and you can tell a story that really resonates with them because it’s based on shared values, you don’t need a huge marketing budget. Branding is the new advertising. It’s about stories and people trust stories. So you need to gain their trust by telling the right stories and move products based on this.

Episode Resources:

Find out more about Fabian on www.biggerthanthis.com.

Bigger Than This: How to Turn Any Venture Into an Admired Brand by Fabian Geyrhalter

The 12 Week Year by Brian P. Morgan and Michael Lennington

Building a Story Brand by Donald Miller

Check out the TSE Hustler’s League.

Get a free audiobook download and a 30-day free trial at audibletrial.com/tse with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

Stephen Hart, BrandYou, Donald Kelly, Branding and Sales

TSE 673: How to Craft a Personal Brand that “POPs” and Increases Sales

Stephen Hart, BrandYou, Donald Kelly, Branding and SalesDo you have a brand that pops? Well, there’s more to branding than just your logo. You have to have a brand that stands out from others. You have to have a strong brand presence. Learn more from our guest, Stephen A. Hart.

Stephen is a marketing genius, a successful entrepreneur, and he has done amazing things in the real estate industry. Now Steven works in marketing and is launching his own curses to help sales professionals and fellow entrepreneurs to create a brand that pops.

Stephen also has a podcast called Trailblazers.fm where he interviews and connects with successful black professionals as they share their insights and thoughts about their journey. Check out episode 1 where he had me as his guest.

Stephen has also been consulting individuals and businesses on how to really own their brand. His focuses mainly on personal branding, which is something many businesses and salespeople don’t have.

Here are the highlights of my conversation with Stephen:

Branding is a promise you’re making to your customer. There are 5 key elements to help you define your personal brand.

Color

This is one of the first elements people perceive from your brand presence. Research proves that subconsciously, we make a judgment within 90 seconds based on color alone.

There are websites that can help you define your color palette. Document those specific colors. Pick two or three – one primary color and a couple accents you’re going to use for, say, the color of your buttons across your website.

Fonts

Select two to three fonts. One for the header, one for the body. Then you can carry it offline into your other marketing collateral.

Move and vibe

Logo

Look at either creating your personal brand or enhancing your social presence.

Voice or tone of your written content

Is it casual, professional, or energetic? What’s the vibe you’re setting for your brand?

Can you leave it to someone else or marketing to define your brand?

Your personal brand is a reflection of you. You have to have an involvement in it because it’s a part of you. You want a brand that reflects you. You want it to be an expression of who you are. It’s okay to pass it on to someone else but you still have to have some influence in that process.

Beyond Color and Tone

Color and tone are hard elements.

But in terms of the mood of your brand, this refers to the personality or the vibe of that brand. Be able to relate what that emotion and feeling is. Without any mood, your brand is dull and boring. Define that mood and vibe you want to set and it will change the emotion and the feeling and it can add interest to the story.

Create a visual mood board.

This is made up of a collection of images that conveys the emotion you want customers to feel when they look at them. Then this allows you to connect to prospects.

Ways to define color:

  • Use a hex code (a six-digit code that defines the exact color you want).
  • When using Canva or PowerPoint, you can actually select this color you want by typing in your hex number and the exact same color comes up for you across the different tools you’re using.

Strategies for growing your network on LinkedIn:

  1. Optimize your branding elements where there are visuals.

This includes your professional headshot, great cover artwork that ties into those brand elements.

  1. Be consistent across the board.

Show your font and colors in your background and profile so you exhibit professionalism once they visit your website and they see those same fonts and colors.

  1. Optimize your copy/text.

Be sure to optimize every single field and categories on LinkedIn. Be mindful of using keywords here as this is what’s going to help you to be found on LinkedIn when someone searching for a particular product, service, or skill.

  1. Focus on what keywords you want to be searched for.

Be sure to lay off the term, ex. digital branding, throughout your LinkedIn profile, so if someone is searching digital branding in LinkedIn search, you’re going to come up in the top results.

  1. Get connected to more people on LinkedIn.

The more people you connect to expands your 1st to 3rd level connections. This affects how you appear in search results as well. If they’re searching for digital branding, you’re going to come up higher than the person who’s their second or third level connection.

Stephen’s Major Takeaway:

Take care of telling a story online that you want people to see, hear, and feel. Address your personal branding. Begin working on creating a personal website. Make sure you optimize social channels you want to be known on and grow a following with. Take care of your personal brand and your digital footprint.

Episode Resources:

Trailblazers.fm

Stephen is hosting a free online workshop on personal branding. Visit www.stephenahart.com. Connect with him on Twitter, Instagram, and Facebook.

Check out our Facebook Group, The Sales Evangelizers

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Jeffrey Shaw, Donald Kelly, The Sales Evangelist

TSE 623: Discovering What Makes You Different Which Makes You Marketable

We all hear about making yourself different to stand out from your competitors, but how do you really differentiate yourself without having to color your hair purple?

Our guest today is Jeffrey Shaw and he’s going to talk about how you can make yourself more marketable by discovering what makes you different.

A former photographer, Jeff is now a professional speaker, an author, a business coach, and a podcast host. This is Jeff’s second time on the show where previously, he talked about Selling the Intangible.

Here are the highlights of my conversation with Jeffrey:

Redefine Your Niche

Jeff believes in the diversified model. Instead, redefine your niche. It’s not the one thing that you do. It’s not the one thing you stand for. It’s not the one audience you serve. The new niche is the space you own. What are you the category king of?

How to find your new niche:

Figure out what makes you different. What makes you different makes you marketable. Every day we’re competing to rise above the noise. Really dig deep and figure out what really makes you different.

How to make yourself different:

  • What is your unique perspective? Perspective is as unique as your DNA.
  • The biggest mistake people make about storytelling is they allude to the story that they don’t tell their story.
  • Fully own who you are. When you let go of whatever it is you’re holding back or keeping and let that show up, that’s what makes you different.
  • What’s different about you makes you brandable. Brand that hard so that the world interprets it to just the right perspective that makes you rise above the rest.

Great insights into BRANDING:

  • Branding has been given a bad rap because of its so many different definitions.
  • The Pareto principle states that 80% of your income comes from 20% of your clients. It can also be said for productivity where 80% of your productivity comes from 20% of your efforts. However, it’s predicted that by 2030, 60% of the American economy will be driven by freelancers. And these folks can’t afford only 2 out of 10 clients to pay off. Therefore, you have to have the right clients.
  • The right way to get to your clients is through your branding. Your branding communicates to your customers when you’re not there. Your branding does the talking.
  • Branding is done well magnetizes and attracts the people you want and the people you don’t want don’t even know what you’re talking about. If your branding is so spot on, it should be unappealing to people you don’t want to work with.

Understanding your customer’s LINGO

  • Your branding has to be aligned to your right clients. Jeff’s upcoming book is called Lingo. Lingo is the evolution of buyer personas and avatars.
  • You need to understand how different audiences speak in their minds. If you want to reach them, you have to know what their perspective is.
  • It’s all about the experience. Be value-conscious, not money-conscious.

How to get ahead:

Embrace the idea that your business should not follow the 80/20 rule. Make 80% to 90% of your clients your ideal customer. This makes your business predictable because you know exactly the lingo of every person walking in your door. You know how to communicate with them. You get the best results with the least amount of effort.

The 3 I’s

  • Impressions
  • Involvement
  • Interactions

Look at these three I’s to give you a one-of-a-kind perspective about what you do.

Jeff’s Major Takeaway:

Get out of the mindset of selling and into the mindset of moving people. Sales is moving people from one place to another. It’s about moving them from indecision to decision. It’s about moving them emotionally. It’s about knowing and caring so deeply what’s best for people that you want to slowly bring them to where they could best be served. And you do because you’re committed to service and moving people.

Episode Resources:

Get The 12 Must-Have Mindsets for Uncommon Entrepreneurs on www.musthavemindsets.com

Listen to Jeff’s podcast, Creative Warriors

TSE 623: Interview with Jeffrey Shaw – Selling the Intangible

Think and Grow Rich by Napoleon Hill

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Branding, Brian Halley, Donald Kelly, The Sales Evangelist

TSE 504: Sales From The Street-“Branding Brings Sales”

Webinar, Branding, Donald Kelly, Brian HalleyDo you know how branding and sales can come together to increase your revenue? Today’s guest is the branding guru, Brian Halley. He and I are having a webinar to discuss how you can actually incorporate branding and sales into your process to help you increase your revenue.

Brian Halley has been doing graphic design for 20 years now. He launched the company Right Think where they help small businesses look world-class.

In this episode of Sales from the Street, Brian is going to share with us one of the major challenges he faced with sales and branding and how we was able to rise above it.

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Here are the highlights of my conversation with Brian:

Brian’s major challenge in selling and branding:

The Jelly Belly Experience

Brian got hired to do the international packaging for Jelly Belly Candy Company that comprised only 5% of the company’s total market while another guy was doing 95% of the branding for the national market. After much research and various design mock-ups, Brian’s work got noticed by the owner of the company and he ultimately got chosen to do worldwide rebranding for the next 6 months to a year.

Click Here To Register For The Webinar!

My takeaways from this episode:

  1. Sell yourself.
  2. Sell the business idea.
  3. Sell the branding package.

Golden nuggets of wisdom from Brian:

  1. Respect the people making the choices.
  2. Give different options for them to choose.

Brian and I are doing a webinar to talk more about this idea of marrying branding and sales so you can be successful.

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Episode Resources:

Check out Brian’s website on www.right-think.com and do a 30-minute conversation with him if you want to know more about branding.

Stop wasting time crafting the perfect proposals and check out PandaDoc. Create electronic proposals to your prospects. To get a quick demonstration and a free trial, go to www.thesalesevangelist.com/panda

What do you like about our podcast? Kindly leave us some rating and/or review on iTunes. This would mean so much to me.

Donald Kelly, PandaDoc
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Branding, Marketing, Content, Building Value

TSE 388: Every Seller Needs To Know Their Brand Identity

Branding, Marketing, Content, Building Value As a seller or an entrepreneur, having your own brand identity is paramount to your success. Today’s guest, Gregory Diehl, is the author of the book Brand Identity Breakthrough which is a great read about understanding who you are, why you’re doing what you’re doing, and how to get people to care about it in a more meaningful way.

At age 18, Gregory started traveling the world where he had to learn about salesmanship so he can fend for himself. His vast experience along with his passion for education is what led him to create his own written masterpiece in the hope of helping other people discover their own brand identity so they too can empower themselves to not only become successful but also to be different from what everybody else is doing.

Here are the highlights of my conversation with Gregory:

Greg’s coolest sales experience when he was the customer

The concepts behind writing a book about branding:

  • Familiarity and empowerment
  • Clarity on blind spots and understanding the human side of it all

Strategies for creating a powerful brand identity:

  1. Convey your message in the form of stories.

People think in terms of narratives. Know how to present your product in the form of a narrative where you speak to the other person as a very specific type of character in that narrative of a very specific type of journey.

  1. Be able to see your own vision.

Why many entrepreneurs fail to see their own vision:

  • Lack of empathy –  A lot of entrepreneurs don’t look at things from an outside perspective. Understand the journey that someone else is on that lead them to make them certain decisions.
  • Lack of questions – The best sales conversation in the world is a series of real questions where you get to understand where someone is coming from and what their fundamental needs are.
  • Lack of self-confidence – Really believe that you, your product or service is capable of doing a specific thing better in a very specific way. See for your own eyes the value that you provide or you intend to provide. Be comfortable with making really bold claims and not just generic value propositions.
  1. Have an emotional bond with your customer.

Relate it to the fundamental human emotions that drive someone to make a purchasing decision with you. Identify what the fundamental needs are and why does somebody care enough to spend money on this.

  1. Empathy: Understand your customer needs and their buying experience.

Come up with avatars of customers who all share enough similarities in where they’re coming from and what they need so you can come up with a message, story, or identity that speaks enough to their specific situation.

  1. Content is king but context is god.

Know how the product knowledge specifically fits into the vision of the specific customer which is the intersecting point between what your customer wants and what you have.

Gregory’s Major Takeaway:

Don’t be afraid to go deep. Inquire, philosophize, understand your customer more – where they’re coming from, what they want, what they do, and how best to present it. Why are you in the business you’re in? Focus yourself on where your assets are put to best use.

Episode Resources:

Check out Gregory Diehl’s book, Brand Identity Breakthrough or send him an email at contact@brandidentitybreakthrough.com.

Please support us in our Indiegogo campaign, a movement to inspire others to Do Big Things. Simply go to www.DoBigThings.net.

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Do BIG THINGS, West Palm Beach, Florida, EMKO, Donald Kelly, Travis Thomas, The Sales Evangelist, LIVE YES AND

The Sales Evangelist, Sales Podcast, Donald Kelly, Email Selling

TSE 278: How To Use Simple Daily Emails To Double Your Sales

The Sales Evangelist, Sales Podcast, Donald Kelly, Email Selling

Today, we’re talking about emails and how you can utilize emails to generate money, specifically, how to use simple daily emails to double your sales. That’s why I invited Joshua Belanger on the show today to talk about this exactly.

Joshua started his business OptionSIZZLE in 2008 where he teaches self-directed, struggling investors how to use options correctly. Understanding your own personal finance is important and you have to realize there’s more to just dumping your money into a savings account.

Let’s dive into the discussion…

Here are the highlights of my conversation with Joshua:

The Power of Sending Daily Emails:

  1. Email is personal and intimate.

Email allows you to get into the inbox of so many people and have that intimate relationship with them. Seth Godin coined it as permission marketing. You can repel people that are never going to buy from you. Your audience isn’t everyone. You want people who are crazy about your stuff.

  1. You offer a solution to the problem.

You don’t ask for their number right away, you give them value first like a free report in exchange for their email. Sales can be just a transition to change in the relationship. Asking for a sale right away is going to quickly change a relationship.

When you’re invested into a pain issue, your audience wants to hear about that because they need to solve the problem right now. You have to convince people of why you are the person to help them with it. The more you can stay in front of them, the more you can demonstrate your expertise.

  1. Conversation is key.

Your email doesn’t have to be about your business all the time, be conversational. It shows you are human. Talk about the things that happen to you and try to tie them back into why you do what you do and have a link to your product in the end.

  1. Keep it very simple.

As much as possible, keep it text-based. Understand the medium. Be very specific. The look of your email doesn’t have to be fancy either because no one cares about your brands. What you do creates value for your brands. People can get hung up with the HTML thing.

  1. Get people to engage with you and be entertaining.

Remind people of why you are the expert in a way that’s entertaining. Keep reminding them of their problem and that you have something for the problem.

A few more things to remember:

  • You can’t expect people to remember your brand. People remember people so make sure you’re always in front of them.
  • Use emails to start warming yourself up. It’s about contacts and context. Email is the best way for them to learn about you.

Joshua’s Major Takeaway:

Write an email every day for 14 days and see what happens. You’re going to get a lot of “unsubscribe” and that’s fine. But include a link to your product an always tie it in, you will see a dramatic increase in sales.

Episode Resources:

Interested in options? Connect with Joshua through their website www.optionsizzle.com

Listen to Joshua’s podcast on iTunes Wealth, Freedom & Options with Joshua Belanger

Get a free audiobook download and a 30-day free trial at audibletrial.com/tse with over 180,000 titles to choose from for your iPhone, Android, Kindle or mp3 player.

The Sales Evangelist, Donald Kelly, Donald C. Kelly

Jeffery Charles, Donald Kelly, The Sales Evangelist, LinkedIn, Branding, Sales

TSE 260: Developing A Brand That Sells!

Jeffery Charles, Donald Kelly, The Sales Evangelist, LinkedIn, Branding, Sales 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:

  • Branding should be on the top of your mind.
  • You don’t connect with the product, you connect with what they stand for.
  • Make your prospects trust you more.

Elements that make a brand trustworthy:

  1. The Human Aspect

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.

  1. Mark Di Somma, Senior Brand Strategist at The Blake Project and branding guru, laid out 5 questions a person should ask themselves when establishing their own brand’s purpose when starting a business:
  1. What did you see that you wanted to change?
  2. How can the pursuit of that change make a big difference?
  3. What change do others want to see in the world? How does your brand fit into that?
  4. How can you articulate a purpose that will inspire your audience to trust and support your brand?
  5. How will your purpose motivate everybody that you come in contact with?

How to stand out from competition:

  • Who your brand is is the soul of what you do.
  • Purpose is what differentiates you from somebody else.
  • Stand for something more than what you sell.

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.

  • What do they want to change?
  • What are their problems?
  • Why are you doing this?

Stay in touch with your “why” to allow you to pursue that change.

“Stop selling, start helping.” – Zig Zigler

  • Look at every person you talk to as somebody you’re looking to help and not to sell.
  • Help the person get what they want.
  • If you’re convincing someone to do something that’s going to make their life better, you are doing something awesome.

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.

  • Keep your mind above what you sell and not just on the nuts and bolts of what you offer.
  • Look at sales as a way to improve the lives of the people you’re interacting with.

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.

Connect with Jeff through www.artisanowlmedia.com or on LinkedIn or Facebook.

Episode Resources:

Read Jeff’s article: Selling With Conviction: Your Brand’s Purpose

Simon Sinek’s TEDTalk Start with Why

The Sales Evangelist, Donald Kelly, Donald C. Kelly

Branding, Personal Branding, Marketing, Prospecting

TSE 202: Sales From The Street-“How To Develop Your Own Personal Brand”

Branding, Personal Branding, Marketing, Prospecting

How To Develop Your Own Personal Brand

Honestly ask yourself – Why are you doing what you’re doing? Why are you in sales?

Regardless of why you’re doing it, you gotta know WHY you’re doing it. If you’re doing it just for the money, you might want to re-evaluate yourself because you may be doing it for the wrong reason.

Our guest today, Patty Elizee, shares with us the power of knowing your why… that leads to your purpose… which eventually leads to your fulfillment. These, my friends, make up the essence of developing your own personal brand.

Patty E. (to add a lil swag to it) is the host of the podcast Brand YOU Economy Podcast, where she seeks to Entertain, Educate, and Empower people to leverage their lives. Coming from a background in aviation electronics, Patty eventually ventured into the corporate direct sales industry learning a lot about branding, sales, marketing, and different channels. Today, she helps people find their own why and grow their tribe through the power of effective branding.

Here are the highlights of my conversation with Patty:

Top Keys to Creating Your Own Personal Brand:

  1. Believe in your product.

You can’t sell to other people if you’re not even confident in your own product.

  1. Understand your why.

Why are you doing it? If you’re selling just for the money, you may just be selling for the wrong reason. Find your why. Find your purpose for you to live on that purpose. Why leads to purpose. Purpose leads to fulfillment.

  1. Have your mission statement.

Your people should not only believe in your product but also in your mission. People tend to gravitate more towards the mission, the belief, the drive, or the dream than the product itself.

  1. Know who YOU are.

Patty says one of the biggest mistakes in personal branding is people’s tendency to imitate others. Don’t be a carbon copy. Be your own person. Follow your own individuality. Take no shortcuts.

  1. Convey your message and enable your tribe to have the testimonial for you.

You can say you’re this and that but it makes no sense if no one’s getting it or understanding your message. Your message and other people’s testimonials go hand in hand. They’re the yin and yang to personal branding. Getting testimonials from your community means they resonate with your message.

How to Establish Your Brand Online:

  1. Know your audience.

Patty recommends Gary Vaynerchuk’s book, Jab, Jab, Jab, Right Hook. You need to understand the fundamentals and foundation of where your audience is.

  1. Know how to speak the language.

When you’re in LinkedIn, know how to speak the LinkedIn language and so with Facebook and other social media platforms.

  1. Focus on one area.

Gravitate to where most of your target audience are. Again, know your audience, where they’re hanging out, and how they speak. Then focus on that area to not waste your energy.

 

Patty’s Major Takeaway:

Just be comfortable with who you are. Be confident and believe in yourself. Then people will see that light within you and they would radiate in your light. Like a diamond, just shine!

Episode Resources:

Get in touch with Patty through visiting her website www.pattyelizee.com

Check out Patty’s podcast: http://www.brandyoueconomy.com/podcast/

The Sales Evangelizers, Donald Kelly, Sales Facebook Group