Social Branding for Every Sales Person
If you are a Professional Services salesperson and lacking ongoing new business, all you might be missing is a strong Social Brand and an investment in engaging, original social content.
So what is Social Branding of the Professional Services Salesperson?
I often hear Professional Services Sales professionals complain about the ups and downs of the market and their sales cycle. They either do not have enough leads from marketing efforts or have leads which are unqualified or both.
These Sales Pros come from every B2B services industry (financial services, accounting, real estate, consulting). In my 15 years of Social Media Consulting and Sales Coaching, I have worked with them and heard this same complaint from all corners. What most don’t understand YET is that the key to their sustainable, ongoing sales success has everything to do with their own brand building. As well, of course, in using their brands to drive influence through the use of smart social selling and personal brand marketing in general.
As a Personal Branding Consultant, who understands that everyone who sells needs to become a master not only at sales, but a master of creating a unique and compelling brand, I focus on Social Branding of the Professional Services Salesperson. If you are in Professional Services Sales in any way, shape or form, you should consider doing the same.
Here is what those who succeed in using their own brand and social media have done to win and sustain new business:
1. They carve a personal brand niche that is unwavering
Where I generally start with personal branding for my clients, similar to a coach or a therapist, is to help my clients understand what their niche is in what they do. The niche that they inevitably decide upon is what they need to commit to, day and day out.
This is why I titled my latest book on personal branding online “How to Brand Yourself Online Like A CEO” because a CEO has to be unwavering in his or her commitment to running a company. The same is true for a sales professional. Once a sales pro decides to be an expert or thought-leader in a certain area, he or she must be diligent about knowing and practicing everything there is to know and do in that area of focus.
2. They build an online lead generation machine via their Social Brand Content
To drive ongoing qualified online lead generation, you must have a personal brand that is visible, dynamic, fresh, unique, compelling and authentic. Sales pros with many years of experience, such as the senior-level CEO’s and executives I generally work with, have built up a strong Rolodex and years of experience. But that is not enough….
The Sales professionals who earn more money from online efforts invest not only money; but also daily work (time) into their own online personal brands. By investing this necessary time, they are able to focus on driving up value and visibility around themselves and their area of focus, essentially their market position. This includes defining a proper personal content strategy and producing content around that strategy.
To get you started, think about what content you can commit to, when, where, how and why? And what content types make the most sense for you m your time, your business and your target audience? There are many types to choose from including:
- Blog posts
- Custom Illustrations
- Motion Graphics
- Short Form Video
- Long Form Video
- Case Study and Presentation Content
What makes the most sense for you? Do you or does your organization already have this content? Maybe it just needs to be digitized or reformatted?
Start by using a simple Google sheets or excel sheet and make a list of all the content you already have to see what can be repurposed or further developed.
Here is a quick example from a law firm client of a video my agency did. We paired this with a video strategy, LinkedIn Marketing, a related series of articles and tied it into their sales funnel for immediate new business results as part of my service – Social Branding of the Professional Services Salesperson.
Commercial Real estate sales professionals, for example, which I referenced in a previous LinkedIn article I wrote, “Personal Online Branding Gives Real Estate Professionals an Edge” go from zero to 100 in their sales results by truly focusing in daily, day after day, on supporting their online brands.
3. They are unafraid of engaging on LinkedIn
LinkedIn Sales Coaching and LinkedIn Profile Enhancement, LinkedIn Marketing & Sales Training and Keynote Speaking on LinkedIn are three of my most in-demand services from the majority of my clients. However, I have come across many professional sales people that feel afraid or concerned about going all the way with LinkedIn and using content to drive business. For those that understand the power of brand-building and relationship development on the world’s most powerful; B2B Social network win new business on an ongoing basis.
My best example of this is a Senior level Financial Advisor client of mine and now good friend out of St.Louis. He manages my favorite LinkedIn Group, The Hockey Players Doing Business Group, on LinkedIn (yes I am a hockey player and yes ice and yes I play in a men’s league) and came to me for LinkedIn advice. I convinced him that all he needed was a smart strategy, a polished LinkedIn profile and ongoing authentic content to get business and yes we can do this even if he is regulated. So I went to work to create his new LinkedIn Profile (some of clients refer to this as LinkedIn Architecture, which I love) and a content strategy with search optimization and in just a few short weeks he gained, no lie, a big new client on LinkedIn! So why did this happen, well because he was unafraid, a giver, enthusiastic and willing to really engage.
You can check out his profile here – Shannon Lewandoski, Senior Financial Services Advisor LinkedIn Profile
These are just three of the ways Professional Services Sales professionals are using social branding or personal branding online to earn more on a consistent basis.
China's Push Toward Excellence Delivers a Global Robotics Investment Opportunity
Written by: Jeremie Capron
China is on a mission to change its reputation from a manufacturer of cheap, mass-produced goods to a world leader in high quality manufacturing. If that surprises you, you’re not the only one.
For decades, China has been synonymous with the word cheap. But times are changing, and much of that change is reliant on the adoption of robotics, automation, and artificial intelligence, or RAAI (pronounced “ray”). For investors, this shift is driving a major opportunity to capture growth and returns rooted in China’s rapidly increasing demand for RAAI technologies.
You may have heard of ‘Made in China 2025,’ the strategy announced in 2015 by the central government aimed at remaking its industrial sector into a global leader in high-technology products and advanced manufacturing techniques. Unlike some public relations announcements, this one is much more than just a marketing tagline. Heavily subsidized by the Chinese government, the program is focused on generating major investments in automated manufacturing processes, also referred to as Industry 4.0 technologies, in an effort to drive a massive transformation across every sector of manufacturing. The program aims to overhaul the infrastructure of China’s manufacturing industry by not only driving down costs, but also—and perhaps most importantly—by improving the quality of everything it manufactures, from textiles to automobiles to electronic components.
Already, China has become what is arguably the most exciting robotics market in the world. The numbers speak for themselves. In 2016 alone, more than 87,000 robots were sold in the country, representing a year-over-year increase of 27%, according to the International Federation of Robotics. Last month’s World Robot Conference 2017 in Beijing brought together nearly 300 artificial intelligence (AI) specialists and representatives of over 150 robotics enterprises, making it one of the world’s largest robotics-focused conference in the world to date. That’s quite a transition for a country that wasn’t even on the map in the area of robotics only a decade ago.
As impressive as that may be, what’s even more exciting for anyone with an eye on the robotics industry is the fact that this growth represents only a tiny fraction of the potential for robotics penetration across China’s manufacturing facilities—and for investors in the companies that are delivering or are poised to deliver on the promise of RAAI-driven manufacturing advancements.
Despite its commitment to leverage the power of robotics, automation and AI to meet its aggressive ‘Made in China 2025’ goals, at the moment China has only 1 robot in place for every 250 manufacturing workers. Compare that to countries like Germany and Japan, where manufacturers utilize an average of one robot for every 30 human workers. Even if China were simply trying to catch up to other countries’ use of robotics, those numbers would signal immense near-term growth. But China is on a mission to do much more than achieve the status quo. The result? According to a recent report by the International Federation of Robotics (IFR), in 2019 as much as 40% of the worldwide market volume of industrial robots could be sold in China alone.
To understand how the country can support such grand growth, just take a look at where and why robotics is being applied today. While the automotive sector has historically been the largest buyer of robots, China’s strategy reaches far and wide to include a wide variety of future-oriented manufacturing processes and industries.
Electronics is a key example. In fact, the electrical and electronics industry surpassed the automotive industry as the top buyer of robotics in 2016, with sales up 75% to almost 30,000 units. Assemblers such as Foxconn rely on thousands of workers to assemble today’s new iPhones. Until recently, the assembly of these highly delicate components required a level of human dexterity that robots simply could not match, as well as human vision to help ensure accuracy and quality. But recent advancements in robotics are changing all that. Industrial robots already have the ability to handle many of the miniature components in today’s smart phones. Very soon, these robots are expected to have the skills to bolster the human workforce, significantly increasing manufacturing capacity. Newer, more dexterous industrial robots are expected to significantly reduce human error during the assembly process of even the most fragile components, including the recently announced OLED (organic light-emitting diode) screens that Samsung and Apple introduced on their latest mobile devices including the iPhone X. Advancements in computer vision are transforming how critical quality checks are performed on these and many other electronic devices. All of these innovations are coming together at just the right time for a country that is striving to create the world’s most advanced manufacturing climate.
Clearly, China’s trajectory in the area of RAAI is in hyper drive. For investors who are seeking a tool to leverage this opportunity in an intelligent and perhaps unexpected way, the ROBO Global Robotics & Automation Index may help. The ROBO Index already offers a vast exposure to China’s potential growth due to the depth and breadth of the robotics and automation supply chain. As China continues to improve its manufacturing processes to meet its 2025 initiative, every supplier across China’s far-reaching supply chains will benefit. Wherever they are located, suppliers of RAAI-related components—reduction gears, sensors, linear motion systems, controllers, and so much more—are bracing for spikes in demand as China pushes to turn its dream into a reality.
Today, around 13% of the revenues generated by the ROBO Global Index members are driven by China’s investments in robotics and automation. Tomorrow? It’s hard to say. But one thing is for certain: China’s commitment to improving the quality and cost-efficiency of its manufacturing facilities is showing no signs of slowing down—and its reliance on robotics, automation, and artificial intelligence is vital to its success.
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