When considering their specific needs and all of the available suppliers competing for their business, why should a company call you to remedy their current situation? What makes you stand out in the crowd? What makes you special and worthy of their confidence?
As a salesperson, if you can't readily answer these simple questions, you need to go back to the drawing board and create or re-create your own elevator speech, concisely describing the reasons why people should want to employ your services. Your "why" should be both unique and compelling. Your concept message or brand, should be all-inclusive and fully-descriptive of your specialized value, espousing exactly what makes you uniquely qualified to provide your service. It also needs to be both memorable and describable in only a few seconds. A challenging task indeed, yet one that will pay limitless dividends if handled properly.
Your brand is your display ad to the world. It is precious and uniquely yours. If you have established yourself as an authority in your field, properly positioned yourself in your marketplace and adequately promoted your services, your prospects are more apt to find you and will be eager to deal with you. You must have that little "extra," that slight-edge that keeps you in the forefront of your prospect's mind.
Your brand, being your personal storefront, is your constant exposure to the masses. Keep it clean, well finished and well lit at all times. Your branding efforts require constant and consistent attention. You cannot afford to let up or allow your image to be tarnished in any way. On the contrary, you must do everything possible to keep your brand spotlighted and ready to deploy, realizing that every decision you make and direction you move in will affect your brand image and thus, your income.
As a salesperson, how can you ensure that your brand stands out in the crowd? FOCUS. Specializing in a particular area of service and expertise will allow you to stand out. Become the very best at something in your marketplace. Once proven, you will get noticed. Soon, you will be regarded as the go-to person in your field, the beneficiary of countless and continuous referrals.
Successfully provide valuable, specialized and unique services and your customers will surely act as evangelists, sharing you with their world.