This post originally appeared on The Sales Evangelist podcast: http://thesalesevangelist.com/episode388/
As a seller or an entrepreneur, having your own brand identity is paramount to your success. Today’s guest, Gregory Diehl, is the author of the book Brand Identity Breakthrough which is a great read about understanding who you are, why you’re doing what you’re doing, and how to get people to care about it in a more meaningful way.
At age 18, Gregory started traveling the world where he had to learn about salesmanship so he can fend for himself. His vast experience along with his passion for education is what led him to create his own written masterpiece in the hope of helping other people discover their own brand identity so they too can empower themselves to not only become successful but also to be different from what everybody else is doing.
Here are the highlights of my conversation with Gregory:
Greg’s coolest sales experience when he was the customer
The concepts behind writing a book about branding:
- Familiarity and empowerment
- Clarity on blind spots and understanding the human side of it all
Strategies for creating a powerful brand identity:
- Convey your message in the form of stories.
People think in terms of narratives. Know how to present your product in the form of a narrative where you speak to the other person as a very specific type of character in that narrative of a very specific type of journey.
- Be able to see your own vision.
Why many entrepreneurs fail to see their own vision:
- Lack of empathy – A lot of entrepreneurs don’t look at things from an outside perspective. Understand the journey that someone else is on that lead them to make them certain decisions.
- Lack of questions – The best sales conversation in the world is a series of real questions where you get to understand where someone is coming from and what their fundamental needs are.
- Lack of self-confidence – Really believe that you, your product or service is capable of doing a specific thing better in a very specific way. See for your own eyes the value that you provide or you intend to provide. Be comfortable with making really bold claims and not just generic value propositions.
- Have an emotional bond with your customer.
Relate it to the fundamental human emotions that drive someone to make a purchasing decision with you. Identify what the fundamental needs are and why does somebody care enough to spend money on this.
- Empathy: Understand your customer needs and their buying experience.
Come up with avatars of customers who all share enough similarities in where they’re coming from and what they need so you can come up with a message, story, or identity that speaks enough to their specific situation.
- Content is king but context is god.
Know how the product knowledge specifically fits into the vision of the specific customer which is the intersecting point between what your customer wants and what you have.
Gregory’s Major Takeaway:
Don’t be afraid to go deep. Inquire, philosophize, understand your customer more – where they’re coming from, what they want, what they do, and how best to present it. Why are you in the business you’re in? Focus yourself on where your assets are put to best use.
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