Laura Johns:
Hey there! I’m Laura Johns, founder and CEO of The Business Growers. Thank you so much for joining the Know Grow Scale podcast. Today, we’re diving into a very hot topic: personal branding for your sales team.
This can apply to any business-to-business sales team—whether you’re in managed services, telecommunications, IT, or any B2B space. If your business sells to other businesses, this episode is for you.
I’m going to jump right in and cover some key components to help your sales team build a solid personal brand. The goal? To gain exposure for themselves and for your company.
Why Personal Branding Matters
Let’s start with why personal branding is so important. When it comes to being visible online and growing your brand, building trust is key. And people naturally trust other people before they trust a business.
If you’re on the front lines of B2B sales, having a strong personal brand:
- Builds trust.
- Attracts the right customers for you and your company.
- Helps you stand out from the competition by communicating what makes you unique.
- Positions you as a thought leader in your industry.
- Drives business growth.
It’s not just about your company’s brand—it’s about you. When you’re consistently sharing who you are, what you do, and why you’re passionate about it, people take notice.
Defining What Sets You Apart
Let’s use managed services providers as an example, but this applies across industries. First, take a minute to write down what sets you apart.
Think about your experience, your passion for the work, and why this business is important to you. These are the unique traits that make you stand out. If you’re watching or listening, pause for a moment to jot those down.
Once you’ve done that, it’s time to define your unique selling proposition (USP). This includes:
- Your target audience: Who are you selling to? Are they local small businesses, healthcare providers, educational institutions? Get specific about their role, age, interests, and challenges.
- The desired outcome: What benefit do you provide? Is it reducing IT costs, increasing productivity, or helping clients scale their business? Write down the key result you deliver.
- Your unique approach or skills: What methods or expertise set you apart? Rapid response times, technical knowledge, or custom solutions? Highlight what makes your approach special.
- Your key differentiator: Why should someone choose you over a competitor? This could be your deep local market knowledge, innovative bundling options, or your ability to personalize strategies.
Once you’ve outlined these, combine them into a statement like this:
I help [target audience] achieve [desired outcome] by [unique approach or skills], utilizing [key differentiator].
That’s your USP. Once you have it, make sure it’s front and center—on your LinkedIn profile, email signature, or wherever you want to make an impact.
Leveraging Social Media for Personal Branding
Social media is the most cost-effective and accessible tool for building your brand. Here’s how to maximize it:
- Engage with your prospects: Comment on their posts, share their content, and start conversations.
- Engage with your team: Interact with your coworkers’ posts to boost visibility for your company.
- Engage with your company posts: Sharing and interacting with brand content can extend its reach exponentially.
For example, if your company shares a post and one employee with 500 followers engages with it, that could potentially expose the content to thousands of new viewers. The ripple effect is powerful when employees actively share and engage.
Content Ideas for Personal Branding
Not sure what to post? Here are some simple ideas:
- Share a selfie before heading into a meeting.
- Post a photo from a job site or a client visit.
- Highlight a trend you’ve noticed in the industry.
- Document your experience at a conference or training event.
These small, everyday moments help you establish credibility and show you’re active in the industry.
Maximizing Your Efforts
To make the most of your time, spend a few minutes each day engaging on LinkedIn or other platforms. Even five minutes can make a difference. Connect with prospects, customers, employees, and industry peers.
When you engage with your customers’ posts, they’re likely to introduce you—directly or indirectly—to others like them. That network effect can drive exponential growth for your visibility and your brand.
Final Thoughts
Remember, every action—every like, comment, and share—contributes to your personal brand and your company’s success. Small, consistent efforts can lead to significant growth.
So, start by defining your USP, updating your LinkedIn profile, and engaging online. You’ll be amazed at the results.
Thanks for tuning into the Know Grow Scale podcast. If you want more tips on personal branding, marketing, and growing your business, make sure to subscribe. And if you’d like support with your strategy, reach out to us at The Business Growers.
Good luck building your personal brand as a B2B salesperson! Let me know how it goes.
