Selling successfully involves many different skills, and it’s not all about persuasive patter. To succeed in sales and importantly, to smash your targets – you need to know how to sell yourself. A salesperson is in many ways the voice of the brand, embodying its best qualities and being able to ‘sell’ the advantages of buying from or working with the brand.

This is called social selling, and it involves developing and strengthening a personal brand in order to generate new opportunities. Having a strong personal brand, one that aligns and integrates with your company, can help with everything from engagement and influence to persuasiveness.

Tips for success

Becoming the brand isn’t something you can learn overnight, but here are a handful of tips you may find useful to take on board:

  • Define your USPs. You not only need to know how to communicate the brand’s unique selling points, but your own too. Think about your best qualities and how they align with the brand, and how you can bring them to a sales situation.


  • Think of yourself as the custodian of the brand. If your brand has a great reputation, it is crucial that you do all you can to maintain it. If it is a new brand or product, then you need to work even harder to win trust. According to business specialist and author Harvey Mackay, speaking to “The less well-known your product or service is, the more important it is for you to create credibility and acceptance for yourself first.”


  • Be convinced of the quality and value of what you’re selling. If you aren’t on-board with the product and its good points, you can’t expect anyone else to be either. Get to grips with what you’re selling and experience the good points for yourself. Once you build a relationship with a prospect and they start to trust your word, it follows that they will pick up on your enthusiasm for the product or service.


  • Quality check your online profiles. More and more, clients and prospects are heading online to find out more about the person trying to sell to them. If they like what they see, this establishes trust and credibility and your chances of landing the sale become significantly greater. If they don’t, it could damage the relationship as well as the reputation of both the brand and yourself as a sales professional.


  • Why should someone believe in you? This is the most important question for a salesperson to answer if they want to succeed. A prospect needs to not only believe in the brand and in the product, but also in the person selling it to them. Crucially, they need to believe what you’re saying, as great salespeople are those that are seen as providing reliable, useful information that can be counted on.

To find out more about selling yourself and becoming the brand, as well as professional development and training opportunities for sales, get in touch with The Institute of Sales Management.