Success in sales isn’t just about being better, it’s about being different

The sales industry tends to attract a certain type of person. Driven and hungry for success, it’s a fantastic industry to get into for those people who are prepared to work hard and go the extra mile. In such a competitive type of job though, what are you doing to sell more than your rivals? Below we discuss how success in sales isn’t just about being better, it’s essential to be different. What does this mean? It means developing your personal brand.

What is a personal brand?

To put it simply, personal branding is how you market yourself as a salesperson. Taking into account your customer’s needs, wishes and problems, it’s about communicating to them what makes YOU their solution. Good salespeople are ten-a-penny, but great ones are like gold dust and they’re great because they’ve realised the effectiveness of not just being better than their rivals, but being different. And you know what? Their sales figures reflect this.

Why be different?

Because otherwise you’re just like everyone else which means you’ve got an awful lot more competition. Having a clear personal brand and showing how you are different and how you are the solution however makes you stand clearly out from the crowd. One of the oldest phrases in sales and one that still holds true is that “People buy people”. Optimizing your personal brand is simply a way of utilising this.

Be the solution

Whatever people buy off you, whether it is a product or a service, most of them aren’t interested in the intricacies of your product or service and its features or benefits. They simply want the best solution to their problem or situation. That means you need to stop ‘shifting boxes’ and start selling solutions. For each product or service that you sell, start thinking about them in terms of the SPAR technique:

Situation: What are the situations that your product or service is needed in?

Problem: What are the hurdles and problems that your customers face?

Action: What action/product/ service can you supply to overcome their problems

Result: How the situation and problems are resolved. 

Being a salesperson who doesn’t just sell but can troubleshoot, solve problems and come up with effective strategies will really set you apart from the competition.

Personal image

Like it or not, your potential customers and clients will judge you on how you look so it is important to have a pride in your appearance and how you dress. It’s not necessarily about being up with the latest fashions, it’s about having a strong sense of style and looking good, something that people you visit will remember about you. Personal branding is a full 360 degree process and encompasses everything about you. 

The power of networking

Networking is something that so many salespeople do because it doesn’t herald ‘instant’ results. That means when looking at your personal brand, networking is a key way to differentiate yourself. Going to industry events, conferences and meetings shows you as someone who is passionate about your industry and must be really focussed on being the best that they can be. This can all add you becoming a well-known face in your niche which will mark you out as the sales person of choice.

Personal branding isn’t something that you can do overnight, but it is something that will help your sales career. Be better than the rest, be different and be the solution. Your sales figures will soon grow.

Axis Sales are a specialist recruitment consultancy, operating across multiple industries to deliver sales talent solutions on a fully national scale. If you want to strengthen your business talent and drive business growth call our experienced consultants now on 0844 249 2090 or email [email protected].