If you want to be a successful salesperson, you need your customers and prospects to trust you. Trust, that you know what you are talking about, that you are an expert with their best interests at heart and that you are dependable. How do you build that trust? Obviously, there are many important factors. How you conduct yourself during a meeting, how prepared you are, how well you understand your customers’ needs and how you keep them engaged throughout the whole sales process. But there is something else, that can help you. A secret weapon, that could really have a positive impact on your sales. Good public relations (PR).

Even if you have never had any contact with a PR firm, I am sure you are familiar with the term. After all, we have all heard it plenty of times in the news and on TV – someone had good PR, bad PR, black PR, etc. But what exactly is it? And why is it so important? Or more importantly – how can you use it to sell more?

There are many definitions of what PR is but, in its essence, it is all about reputation. The Chartered Institute of Public Relations defines it as ‘the result of what you do, what you say and what others say about you. It is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behavior.

If your company has a great reputation, it naturally makes your job much easier. But… that’s not something you can control, or at least it is not entirely up to you. So, instead let’s look at some of the key elements of building your own reputation – or in other words personal branding – and how you can build it to successfully influence your customers’ opinion (‘I trust this person’) and behavior (‘I want to buy from this person’).

Make a good first impression

I think it’s safe to assume that in most cases, especially in B2B sales, the first contact with a prospect is made online – for example through an outreach campaign. As a result, making this crucial first impression and human connection is much more difficult. You can of course personalize the title of the message or even the copy of an email. There are many comprehensive articles on how to do it well, so instead let’s move on to the next stage. An email gets opened and someone is interested enough to read till the end, where they can find your contact details and your photo.

What does it have to do with my reputation - you may ask? Well, there are a number of studies showing how prone people are to make a snap judgment based on nothing more than a photo. Smiling people are perceived as warmer, nicer and… more intelligent! In one study, subjects were more cooperative with strangers when, prior to brief interaction, they saw a photo of the stranger smiling, than when they saw a photo in which the stranger had a more serious expression. A different study showed, that salespeople wearing more traditional business attire were judged as having greater product knowledge and providing a better service.1

Of course, it all depends on the industry you work in – for example if you sell new technologies, wearing a suit won’t be as important as it is if you sell investment funds.

So, think about your customers and their expectations, and make sure that when they see a photo of you for the first time, it conveys the right message.

There is also a chance, that somebody interested in your offer will not only research your company, but possibly you as well. Now, the question is – have you ever googled yourself? If not, do it now! Search your name and see what comes up. If the first things you see are some of your private pictures from Facebook, think about the impression it can make on a potential buyer. And then perhaps change your privacy settings.

Pozostałe 67% artykułu dostępne jest dla zalogowanych użytkowników serwisu.

Jeśli posiadasz aktywną prenumeratę przejdź do LOGOWANIA. Jeśli nie jesteś jeszcze naszym Czytelnikiem wybierz najkorzystniejszy WARIANT PRENUMERATY.

Zaloguj Zamów prenumeratę
Ulubione Drukuj

Zobacz również

Verbal roadblocks ‑ that is, what not to tell the customer


More and more often, we’re told that we live in a time of cacophony and information overload. We see and hear too much information, too many ads and too many offers. This isn’t a natural phenomenon, and it has changed the reality of sales. Let’s take a look at which words and phrases are helpful, and which put up roadblocks for our customers.

Czytaj więcej

Don't tense up with tenses. How to become the master of the past, the present and the future. Part II


In the previous issue of Sell It in English readers had the opportunity to get acquainted with simple and progressive (continuous) tenses, time frames and placing actions expressed in these tenses in time. I did not want to present the subject in a conventional manner, therefore I didn’t approach it like classic textbooks do. This time, on the other hand, I will occasionally refer to definitions or descriptions which are typical for textbooks from which one can learn English. Nevertheless, I still believe that understanding tenses and how the actions they describe relate to time can be an interesting and inspiring journey into the realm of English grammar. So, I will not fully deviate from the style I used in the previous articles.

Czytaj więcej

"We've gone to too much trouble to give up now!"


You probably know the saying: ‘give a finger and they’ll take your whole hand’. It’s often said by parents who are trying to explain to their children that they’re crossing the line. This saying can also apply to sales. Let’s start from the beginning.

Czytaj więcej

Przejdź do