It’s a big factor in sales success.
As we’ve discussed often in this blog, there’s a lot of sameness in our industry (Article 1, Article 2). All too often, it’s the same kind of firms providing the same kinds of services to the same kinds of clients and talking about it in the same way.
So, with all of that sameness, how does a buyer make a decision? In the past, we’ve talked a lot about PODs (points of differentiation)… that is, differentiating your firm based on strategic decisions. For example, specializing in certain methodologies or focusing on specific industries.
But today, I want to talk about “reputation.” Not your firms, but yours… as a seller-doer. Think about it… if your firm and your competitors all look and sound the same… what’s left? The reputation of the seller-doer, that’s what. Think about it from the buyer’s perspective… “If all the vendors are ostensibly the same, then I want to work with the seller-doer with whom I can have the best experience.”
And how will they choose that seller-doer? Their reputation.
And what is reputation? It’s not just about being known, but being known for something!
So, as a seller-doer, if you want to build your reputation, consider employing these tactics:
- Create Content
Whether it’s a monthly article you write, compelling social media posts or a video tip-of-the-week, share your knowledge, expertise, and ideas. The content can be informational or crossover to being ‘thought leadership’… it doesn’t matter. It’s the frequent and consistent creation and sharing of content that makes all the difference. And the best and easiest way to do this is on LinkedIn.
- Be Present
Part of building your reputation is being seen. Often. Attend conferences (you don’t have to exhibit, just attend), participate in networking groups (like MRX Pros and WIRE), and engage in threaded conversations on LinkedIn. But remember, this isn’t about selling… it’s about being seen (a lot) and sharing ideas and resources.
- Be Involved
Part of being present is also being involved. To that end, make sure you’re a member of key industry associations (like the Insights Association and ESOMAR), but don’t just be a member… be an active member. Get involved. Volunteer to help on a committee – nationally or in a local chapter. Being involved gives you industry exposure and access to opportunities you wouldn’t get otherwise.
- Be a Friend
As you work to develop your reputation, you’ll meet a lot of interesting people. Some of them will be ‘industry influencers.’
But don’t just meet and leave it there… nurture those relationships. Schedule occasional Zoom coffee calls just to chat. Comment on their LinkedIn posts. Make sure you connect in person anytime you’re in the same city together. Put them on your Christmas card list. These influencers are influential for a reason… and when they talk about you to others (and they will, because now you they’ve gotten to know you) without any prompting, your reputation is enhanced significantly.
Bottom Line
Reputation matters. When everything else is the same in the eyes of a buyer, your reputation is the one thing that will stand out. It can’t be copied or replicated. So, look through the ideas above and start enhancing your reputation today.
Good luck and good selling.
Looking for other ways to be a better seller-doer? Join us in January for the Seller-Doer Workshop™/Winter Session. Join the more than 160 MR professionals who have graduated from this program over the past 5 years. Learn more at www.SellerDoerWorkshop.com.