- Who & Why?
All Posts Tagged Tag: ‘Sales’
While getting business and making a sale is great, I find that most of us miss the fundamental reason WHY we get business and make a sale. In my world, your brand is about all the actions and perceptions you create BEFORE you get to the sale.
I remember as a lawyer in my previous career, it was very easy to fall off the mark and forget about the human interactions behind business. I would get so involved in the substantive work I was doing as a lawyer, that there would be no time for the human element. It was almost as if there were no people operating behind the business.
As Dale Carnegie said it best, “When dealing with people, remember we are all creatures of emotion and not creatures of logic”. If you keep this quote in mind, your personal branding development will come with more ease and be more effective.
It all boils down to a much more fundamental concept when we stop to look at business and sales from an emotional level and not logical level. I liked the way Oprah Winfrey put it when she was being interviewed by Barbara Walters. Oprah, in addressing why she used being on television as a means of being of service, said, “when you see what you offer the world, your world shifts”.
So what does this mean for you? Well, stop and think:
– What do you really offer the world with your work?
– What fundamental human need do you serve?
– Do you get the reality of those you serve?
– Do you emotionally resonate your brand with your audience? You’ll know you do so when you see sales go up, business increase and you do it all with ease and have fun, too.
If you are unsure, email us and we can talk about your strategy.
As I look around, so many clients within corporations struggle with being an effective leader. As we work together to evolve their personal brands into ones that lead well, I discover a big set back for those aspiring to leadership roles. This same set-back applies to anyone wanting to lead anything- not just in corporate America. So if you are a lawyer, financial adviser or rock star, the same applies.
People don’t really know, or intuitively “get”, what an optimal leader looks like. How can we expect them to be optimal and promotable, if they don’t know what that means for them? My task is to collaborate and evolve you into a visionary thought-leader so that others can see you as creative and thus, want to follow you. First, you have to increase your self-confidence, reduce your stress and take responsibility. If you are a CEO, that means you are responsible for your team. If you are a rock star, that means you are responsible to carry your message well to your fan base.
People often assume that leading means talking and giving marching orders. Far from it, I’ve found. I find too many clients wanting to talk, advise and be seen and heard- all the time.
A strong personal brand of a leader is harnessed by being supportive, and NOT aggressive. Think of yourself as a champion of others. What would that look like practically? Well, ideally you would be talking less (in meetings or on stage) because you would see yourself as the “big idea” person, ie, visionary, as the leader. Leaders don’t have to be espousing wisdom all the time- just putting in their advice and support to create the big picture, motivating their team/fans to execution of the big picture, and providing course corrections along the way.
What does this mean for you? Stop and consider, when given leadership opportunities ANYWHERE in your life:
- Do you offer support to others?
- Are you the champion of the entire process or stuck in the details, like others?
- Can you control the urge to talk and be heard, instead of sitting back, talking at optimal moments and watching your vision evolve and grow at the hands of able others you have put into place?
- Do you put your ego aside as best you can, alway?
It’s always been the case that celebrities are signed on to endorse products and services because their popularity and brand has power over consumers to persuade us to buy what they are endorsing. Oddly enough, we want to buy into the celebrity lifestyle. We unfortunately assume that if we buy Nike products, we’ll be more of a pro golfer like Tiger Woods. It’s all part of the emotional “joy” factor that I write so much about.
But there’s a new twist developing on this concept it seems. Celebrities are no longer just figureheads. Now these ‘titled” brand endorsers are being asked to have real weigh-in on the products and services they endorse. The real question is why? Do you really want Kim Kardashian to weigh-in on shoes or clothes or perfume content??!
No longer is it enough for a celebrity to do a commercial for their “favorite” coffee or clothing label, get their big check and call it a day. Now, they are being given real titles and asked for input into product development.
I believe some of the titles don’t mean anything. However, the concept is a smart one. In brand management, it is all about establishing that emotional connection with your audience- whoever is buying your product. Thus, if the celebrity has real input, or so we perceive they do, then as the audience we are that much more likely to be connected emotionally and invested in the product because the celebrity has their hands in it for “real” and the endorsement means more to us.
This concept is on the rise because society is jaded, post-Bernie Madoff, Enron recession. We are looking for genuine connection to genuine brands and people. We are really trying to put our hard-earned money where it counts- for us and for others.
So what does this mean for you? Well, if you are running a business, stop and think about how you can put this concept to use for your business success. You don’t need a celebrity endorsement. Just start thinking of your own celebrity-like personal brand power and how you can use it to sell quality and bring about emotional joy. If you are looking for a job, figure out how your own celebrity-like brand power can work to your benefit during the interview to get you that job.
EMAIL US A PRODUCT YOU BOUGHT BECAUSE OF THE CELEBRITY ENDORSING IT. WHY?
Here at Puris Image, we work with businesses and their employees on developing their personal brands and conveying that into a successful personal brand. However, it seems we are often working on interviewing skills for our clientele, too. So whether you are interviewing for a job or a new client/business, the tips are all the same.
In fact, I’ve discovered a pattern that happens with people who are interviewing- whether they be attorneys, CEOs, entry-level people, etc. The list is so long that I’ll address one issue each time.
So here’s the main thing NOT to do during an interview: DO NOT be or act desperate.
The tone of your entire interview is set by your mentality. Too often people go into interviews (or meetings with prospects for new business) with a mentality of being desperate because they need the job or need the business. This is a perfect way to set yourself up for failure. People can sense desperation and do not like it.
You must create a win-win situation. So remember, you are not desperate. The best way to not be desperate is to:
A) Think to yourself, Do I want to work here? If it is a prospect, think to yourself whether you really like them as a potential client.
B) Create JOY as the emotional underpinning for why they should hire you or engage your firm. As with all things related to branding, if you I cannot see you as bringing joy to our office and our clientele, then I cannot hire you or give you the business. I can teach anyone most anything, but I cannot teach joyful attitude and integrity.
C) Show your flexibility and adaptability as an employee or vendor. Make sure your responses and questions all come across from a place of being open to new concepts and people, but NOT overly ingratiating. For example, “I’d be open to working different hours” and NOT “I can work any hours you need for any pay.” OR if you are a business prospecting, “We are happy to create a service package that is customized to your business needs” and NOT “We’ll do whatever you want at any price”.
Look for the next tip at a later date.
EMAIL US YOUR WORST EXPERIENCE WITH DESPERATION IN GETTING BUSINESS
I just spent a weekend working with a group of lawyers at an American Bar Association (ABA) conference. The one subject most every lawyer needed help with was “sales”. Specifically, most attorneys were very unsure of when and how to ask for the sale when talking to a prospect. The result is a poor personal brand.
I find it really interesting that most professionals have the same view of “sales”. That is, their perception is that they are professionally trained in a substantive area (ie, law, dentistry, medicine, engineering, accounting, etc.) and thus, they should not have to deal with/worry about selling their services. What I found equally interesting was that these same professionals feel that everyone is trying to sell to them and they don’t like it.
Here’s my take: If you are good at what you do, ie, being a lawyer, then why are you not trying to help me see your point of view so that I can benefit from your excellent service? Would you rather that I go elsewhere, get lesser service and possibly pay more?! Sadly, we find most professionals don’t take the time to sell their services well and they lose out on the prospective client and the client loses out on your superior service. The result- everyone loses out all because professionals don’t want to sell.
Because their view of sales is so skewed, these same professionals feel that everyone is trying to sell to them. As a result, they run from people and feel uncomfortable when approached. Often, they miss out on quality products and services that could make their business better- all because they assume everyone is trying to sell them something shady.
This feeling of being threatened by the “ask”, is because many professionals are not comfortable with being confronted with a situation. The word, “confront” has gotten a bad wrap in our society. Confront does not have to mean there is hostility or aggressiveness. In my book, “confront” just means being able to stand next to someone, look them in the eye and hold your boundary and have a communication with them. That’s not such a bad thing, right? If professionals begin to look at “confront” as such, then the entire sales concept can have a new meaning.
So next time you feel like you can’t “make the ask” and sell your services OR you feel like you are being sold to, stop and think about the reality of the situation- are you and your services worth you confronting and informing your prospect of how much you can help them?