RAB Insights

RAB Research Archive

I Know Someone

Bill’s general manager was planning his company’s spring kick-off sales meeting. He was looking for ideas for how to improve performance, inspire the team and get them ready for the busy selling season. Bill said to his boss, "I know someone that goes to my church who does a great job training sales teams. Want me to make a call?"

If you sell a product or service, the ultimate compliment – the ultimate goal, is to be "the someone." Need to buy a car? “I know someone.” Want the best steak in town? “I know someone.” Need a flower arrangement that will blow them away? “I’ve got someone for you.” If you take inventory of your purchases, chances are you “know someone” too – several.

I love reading Seth Godin’s blog. Sometimes it's short and powerful, like this one:

You can buy this from anyone, and we're anyone.

That's not going to get you very far when you sell stuff, raise money or look for a job...

What if instead, you created a reputation as the person or organization that can honestly say, "you can't get this from anyone but me?”

In advertising and marketing, we teach the “Four Keys of Branding Success.” The keys apply to building your personal brand as well, so you can be the “someone” people gotta have.

1. Reach - Are you working with enough customers and prospects to achieve the results you want?

2. Frequency - Are you in contact with them frequently to make certain you are top of mind when they need your product or service?

3. Consistency - Are you providing consistent service, consistent contact and have you identified the “one thing” you want to be known for? Are you consistently sharing that message?

4. Compelling and Creative - Are you sharing your brand message in unique, compelling and memorable ways?

How would you like to get people talking about you, people reading about you or any exposure potential clients can have to you in a “nonselling” mode? The Four Keys can be used effectively to make that happen. On Monday, we will share with you a specific tactic you might consider.

Happy Friday!

Jeff Schmidt is the SVP of Professional Development. You can reach him at Jeff.Schmidt@RAB.com. You can all so connect with him on Twitter and LinkedIn.

Source: Jeff Schmidt, RAB