We’ve all heard it before- In order to sell our business, our services, or our product, we must sell ourselves first. Accepting this statement as truth, I submit this question, and I’d ask that you take a minute to really answer it thoroughly:
What have you done UNIQUE to sell yourself to your prospective customers?
In other words, what makes you different? Better? More professional than the rest of the guys and gals attempting to win your clients and prospects over ?
Bottom line, in today’s competitive world we must take actions that will allow our light to shine brighter than everyone else’s, and that’s what this article is all about.
Separate yourself from the pack….
1. Company/Product DVD
Although a DVD may sound a little old fashioned, it’s still incredibly important when done the right way. About 5 years ago, my swimming pool company produced a DVD that essentially showed me conversing with our previous customers regarding our products and services. It also showed a full installation of an inground pool we had installed. Once that DVD was produced, we started offering it on our website(see the page here) and orders/leads shot through the roof. (As I’ve discussed before, shoppers want information. They want to be taught.) But the key to the success of the DVD (in terms of salesperson differentiation) was this.
- Customers were told to watch the DVD before I came out to the house for an in-home appt. Upon watching me on a screen talk, teach, laugh, and joke for over an hour, the end result is that customers feels like they’ve known me forever. I can’t tell you how many times I’ve been greeted by a prospect with, “Marcus, come on in, we feel like we know you already.”
- Unbelievably, no other competitor of mine has produced an educational DVD for their prospective customers. You can imagine the differentiation this establishes.
2. YouTube videos:
These days, anyone can be a Hollywood star with the help of YouTube. Notwithstanding, it amazes me how many sales professionals, and businesses, don’t take the time to use this FREE and EFFECTIVE medium. My use of YouTube has branded me(see my page here) as an expert and educator in the swimming pool industry. And as you can see from watching my videos, they are anything but professional. As easy and quick You Tube videos are to produce, there is absolutely no reason why any business or salesperson can’t produce educational material that will make them stand out from their competitor.
3. Establish a Blog
I’ve mentioned before why every person or business involved in sales (doesn’t that include everyone?) should have a blog, but its importance cannot be recognized enough. With the information age passing by us like a freight train, the voices of authority in every industry are recognized as the bloggers. Just under 11 months ago I wrote my first blog regarding swimming pools. Today I have hundreds of subscribers throughout the country and have the most recognized pool blog in the country. Credibility? Yeah, you could say that.
4. More Personal Information on Website
It always amazes me how most company websites don’t talk about individuals, employees, owners, etc. The majority focus all their efforts on blabbing about the company/product. This is all fine and dandy, but it doesn’t establish personal relationships. For example, on my business’ website I have a bio page that shares some interesting facts and thoughts about me and my two partners. It always surprises me just how many customers will comment to me regarding the information they’ve read on my bio page.
5. Write an eBook
The popularity of eBooks has exploded over the past few years and their
Have you written an eBook yet?
value in the business/sales community only continues to grow. A few years ago I wrote an eBook teaching prospective swimming pool owners how to buy a pool from the right company at the right price. It was easily the first of its kind in our industry and not only does it sell well across the country, but its presence lends me substantial credibility. And even better, I send a free copy of the eBook to every lead we receive in our company’s area (Virginia and Maryland is where we install swimming pools). This is why my customers are extremely educated regarding ‘How to buy a pool’ before I even show up in their home, as I’ve already sent it to them as required reading for our meeting. Are you starting to catch the vision of what I’m saying here? Whether you plan on selling your eBook on a large scale or not it is still a tremendous sales tool to educate your prospects and garner respect and credibility.
So there are my top 5 ways of Selling Yourself before you sell your product. I’d love to hear your comments/thoughts on these 5 as well as some actions you’ve taken to sell yourself to prospects and add value to your personal brand.
{ 9 comments… read them below or add one }
Marc,
I have a new business venture that I am looking into and I have been hoping to come up with some new marketing/sales ideas that aren’t standard in the industry. i think this article is just what I needed to spur things along.
Thanks,
Fredddie Dunn
Thanks so much for the comment Freddie, much obliged. You hit the nail on the head with ‘aren’t the standard’. Best to you and email me anytime!
This is a great article! I’ve been researching non-traditional methods of marketing that seem to be more up to speed with this new generation of marketing for a new project that I am taking on, and this was perfect. It’s great to hear how these methods have actually helped you in your business, great work!
Hello Brian, and thanks so much for stopping by. I’m glad you got a little from the article and I hope you’ll be stopping by more often
….The fact that you have been researching ‘nontraditional’ methods of marketing shows you’re on the right track. In 2010, we must be unique, creative, and stand out. Old methods just won’t cut it…Good luck to you in your business in 2010.
When selling your products the customers have always met other salesmen selling products in the same categorie. The different ways you can compete about their loyalty is; Price, Quality and Personal Relationships.
Competing on quality is usually difficult as a good salesmen can make a cheap copy sound like a rolex watch.
Price is always bad to use as leveredge as competitors can usually match your bid and if they can’t it is usually because they have a higher quality product.
Competing on Personal Relationships is therefore usually the most effective. Selling yourself is essential. These tips you give are really good and I have used many myself.
One technique that I like to use aswell is the “old school” style of figuring out their favourite sport and team, then inviting them to a game.
That helps build a great report and base for future sales.
//Daniel M. Wood
Looking To Business
Hi Daniel, and thanks so much for stopping by. You make some excellent points here, especially regarding the fact that price wars are always going to be a losing battle. Hope to see you around these parts more often
Of course Marcus, I look forward to sharing ideas with you and I hope we can both learn and share experiences.
//Daniel M. Wood
Looking To Business
I’m currently in the process of contemplating what kind of Ebook would I write. I’ve always wanted to write a book and with my discovery of the power of blog I can make it possible. Perhaps I need to make sure to deliver quality and uniqueness in this endeavor.
Walter! Wow, honored to have you on here.(For those of you who don’t know, Walter has a phenomenal blog and you should subscribe to it) With as many articles as you’ve already written, it appears like you’ve got about 10 ebooks already;-)….Seriously though, if you’ve felt prompted to write an eBook, now you’ve just got to start it and the rest will fall into place. You’ve certainly got plenty of value to offer others. Keep up your great work and BTW, I love your blog’s name;-)