Personal Branding And Sales

Sales Strategies for Consulting Businesses

As the owner and founder, you are the best person to sell your services when you start your consulting business. You don’t need a brand because people know you and trust you.

However, if you want to get to the next level, you need to create a personal brand to boost your sales. In this episode, I will show you why you need a personal brand as a consultant, who to get help from, and what questions to ask to choose the proper support.

Hello to the Accelerate Sales Podcast, episode number 330. If it's your first time, welcome. And if you love what you hear, please subscribe. If you're a regular, thanks for your support. And I really appreciate every review. In particular, those iTunes reviews. Please check out past shows on your favourite platform. Just search Accelerate Sales, and don't forget those amazing interview shows as well.

 

Today's topic is personal branding and sales. And you got to really learn three key things. One is why you may need a personal brand as a consultant. Two is who to get help from. And the third one is what questions to ask. So let's dive into it.

 

Let's be honest. You've all heard the saying. It's hard to see the label from within inside the jar. It's one of the favourite marketing sayings of all time. I think one of the hardest tasks as a consultant is to do your own branding. You know, I've been doing it now for 10 years and still really struggle with it. But why do you need a personal brand in the first place? You're probably asking yourself. I think the best person to do selling for your own services is you, the owner, the founder of the business. At the start, your network already knows you. So you don't really have to rely on a brand or a personal brand, right? Because they know and trust you already. And people buy people, not company brands.

 

But as you expand, I believe you need to have a personal brand. So mine is Paul Higgins or my website URL is Paulhigginsmentoring.com. So I do it under my own brand, which is what personal branding is all about, right? But I don't have a company brand anymore. I've actually just removed that. I used to have Build Live Give, but for reasons, and you can listen to the bonus episode 318 for reasons to let it go. But I do have services that are branded. So I've got the Sales Machine, I've got the Accelerate Sales Machine, et cetera. So there's a personal brand and then I've got brands for the key services. I have a team and I'm definitely not a one person show, right? So I do have a team of people that deliver, but I think that I need to be the person in the spotlight. And therefore, I think you need to be the person in the spotlight, drawing people in from outside of your network.

 

That's really helped you to get to where you probably are now, but it's not going to help you to get to the next level. So that might be podcasts, LinkedIn posts, events, YouTube and other ways of getting yourself out there. And I think that getting yourself out there is definitely one thing, right? So I highly recommend it. But it's very hard to articulate your message in a way that your ideal client understands it. Right? I really do think you need someone else to draw that out of you or that's certainly been my personal experience and with hundreds of consultants that I work with. So this is why I believe you need to work with someone else to help you see that label from inside the jar.

 

Who could this be? Let's start with who it shouldn't be. And that shouldn't be your friends, your family, your partner, your loved ones, or even worse yourself, right? You're just too close to it. You need to draw back from it. And there are times in your business where you have to invest in the long-term success of your business. And I think setting up a personal brand is one of those. So as I say, it's a big commitment, a big investment, but I do think you've got to make it for the long-term benefit. So selecting someone can be very tricky.

 

Before I continue on how to do that, I'd like to talk to you about Leadjet.io. Have you ever looked at a LinkedIn profile and had to manually put the information into your sales CRM. And if you've been listening to me in light of changing my domain name, it's been a nightmare because I used to be able to just click and it goes straight in. It wasn't happening. And also you've got all these messages that are going from email, SMS, LinkedIn, and you're going to pull manually and put it in there, so you can track, especially if you've got a team helping you with sales. Well, no more. Leadjet does that all for you. And it works across some of the major platforms, including Pipedrive, HubSpot, Salesforce, just to mention a few. But why don't you check it out for yourself? Just go to Paulhigginsmentoring.com/Leadjet.

 

So what are some ways to pick someone to work with, someone to help you? Some of the ways that I've done in the past is podcasts. You asked your network, obviously, and they can be across socials and others. When you do ask on socials, be careful because you do get a lot of people and sometimes it's hard to validate. So I found that a little tricky. Also who are the people active on social profiles that you can look at? So LinkedIn, Clubhouse, Instagram, right? That's a really good place because I believe they should be practising what they preach. 

 

But if you want to shortcut that, just reach out to me at [email protected], and I'm happy to share my shortlist. Actually, I've got quite a long list of people because I listened to so many podcasts that often cover this topic. So I'm more than happy to share that, to make it quicker and easier for you. I recommend also talking to at least three people to really work out who's best for you. Often our intuition takes over and we go with the first person. That's not what I recommend here.

 

So what are some of the questions when you narrow it down to the three people? So I'll just give you a sample of the ones that I've recently gone through when I've just hired someone to, yes, I've got my personal brand, but to take it to the next level, because I think my messaging still could be cleared up. So who exactly are they working with? So make sure they match specifically to you. Often people will say, yes, I've worked with someone like you and they describe someone completely different, different nations, different industry, et cetera. 

 

Next is what they do and what they don't do. Because you'll get a lot of personal brand specialists that just work on the strategy posts, which is great. And then you also get some that just do the implementation. Or you get some people that do both. But you really want to be clear, and especially if you've got a team on, you know, what do they do and their team do versus yours. I think it's really important.

 

Also what assets you're gonna get at the end of the engagement. Really clear on that. Are you going to get a website? Are you going to get sales pages or not? So look at all the assets that you want in your personal branding and then ask whether they do them or not. Also what's in the scope of work? Normally I send a contract, et cetera. So just look at that detail. Also, how do they work? I know that sounds obvious, but do they use a project management software? I think when you get down into the nitty gritty, the better the communication and the better you get on with someone the better the result, because you know, they're really trying to unpack you. Also ask for examples where it didn't work and why. I think that's really powerful.

 

Next is around what payment options they have. So is it paid up front, part payment, et cetera. Also ownership of the work and the intellectual property. So who owns that? Look, I know it should be fairly clear, but make sure that's documented and what jurisdiction that's covered. And also what is the ongoing arrangement? So you might get this personal brand set up, but how can they support you past that? So it might be a three month period normally to set it up, what can they do? 

 

And also a list of non-negotiables. So for me, as an example, I've just made this massive change with my domain name. So I don't want to change my domain name, Paulhigginsmentoring.com, even though it's a bit long. And at some point I will. But that might be something or for you, it might be the brand colours. Like for me, I love my brand and I don't want to change it. So you can, you can sell consulting services without a personal brand, right? I completely get it. However, I think it's a lot easier when you do have a personal brand. So that's why I think it's closely related to sales.

Three key actions from today. One is to decide whether you want to be the face of your business. Two, hit me up for the list of personal branding experts and three, prepare your list of questions to ask your three prospects. You can get all the links in the show notes at Paulhigginsmentoring.com/podcast, episode 330 on the app you're listening to right now. I recommend the PocketCasts app. I'm not sponsored, I just love it. Please follow me on LinkedIn. If you know someone interested in personal branding and how it relates to sales, please share this with them. Be a sales hero to them. They will love you for life. Please take action to accelerate your sales.

 

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