The opposite of memorable is forgettable. Unremarkable. Average.
You are none of those things. So why act like it? Why act like every other seller out there, blending in to a sea of sameness?
The work of selling is a lot more fun when you do the things that make you a standout. When you take risks, encourage your buyers, collaborate to co-create something unique, and personalize your approach. If you aren’t taking steps to be more memorable, you’re missing out on the fun!
You’re missing out on sales, too, if you aren’t memorable. That’s why we prepared this 12-part series on how to be a memorable salesperson -- actionable takeaways included!
- Part 1: Create an Experience
- Part 2: Collaborate With Buyers
- Part 3: Personalize Your Pitch
- Part 4: Be a Giver
- Part 5: Create Value
- Part 6: Take Risks
- Part 7: Encourage Your Buyers
- Part 8: Be Authentic
- Part 10: Ask Better Questions
- Part 11: Listen With Empathy
- Part 12: Answer Buyer Questions
How Will Following Through Help Me Be a Memorable Salesperson?
Your buyers need to believe in the messenger (you!) before they will believe the message.
Buyers want to find sellers they can trust. In a study with 530 B2B buyers, this topic generated more feedback than any other.
The difference between fast-talking, slick sellers and those who are successful over the long term often boils down to simple credibility. While some buyers may be won over by a charismatic pitch, most are more discerning. Making and keeping the sale requires a seller to be:
- Able to inspire confidence
From the Latin credibilis, worthy to be believed, credibility means that others will put their faith in you. They will give you credit for meaning what you say. They will expect you to deliver on your promises.
Credibility is demonstrated by your actions. It must be built over time.
And that's where so many sellers fall short. They appear to be credible because they are knowledge and talk a good game. But they fail to back their words up with actions. They don't follow through... sometimes because they said whatever it would take to make the sale and there's simply no way they can live up to the exaggerated claims they made
Since this is the experience many buyers have had with sellers in the past, they practically expect it from you, too. The stereotypes are reinforced in pop culture, too
By behaving differently and keeping your commitments, you will become more memorable. You’ll stand out.
What Can I Do to Follow Through & Demonstrate Credibility as a Seller?
It doesn't take much to lose your credibility. One broken promise, one over-stated claim, one minor breach of a buyer's trust... That's all it takes for your credibility to be damaged. That’s all it takes to get lumped in with all those other sellers.
To build credibility, sellers start from a deficit position, hindered by those negative stereotypes of sellers and by buyers' initial cautiousness. You have to prove yourself over and over again to build credibility.
The little things like keeping appointments and meeting deadlines count a lot in building early credibility. Telling the truth, acknowledging your limitations, and showing an ability to understand your buyer's needs will also boost your credibility.
One very simple technique for establishing credibility is to DWYSYWD (dee-whiz-ee-wid). That stands for Do What You Say You Will Do. Every time. If you can’t do it, don’t say it. If you’re not sure, don’t say it. If you don’t intend to absolutely, positively follow through, don’t make the commitment.
Once you've established credibility, you have to work to keep it. It's essential in every relationship and especially important for a seller. Why? Because you cannot do your job if people don't believe you and if they can’t see you as someone they can put their faith in for the long-term.
How Can I Learn More About Boosting My Professional Credibility?
One of the most important books for sellers is by Dr. Charles Green. It’s called The Trusted Advisor, and it will help you build trust and credibility no matter what you do. Another book, not written specifically for sellers, is Credibility by Jim Kouzes and Barry Posner. Both of these books are based on research and include practical steps for building and maintaining buyer confidence in you and your integrity.
You’ll find some great resources in the archives of The Sales Experts Channel, too. There are hundreds of presentations by dozens of sales speakers, authors and trainers available there. All are available on demand, at no cost. Be sure to bookmark the site and return for topics you need, anytime you need them.
And don’t forget to work on additional ways you can become more memorable:
Stick with this series to read more about buyer research and field observations with sellers.
Check out this video playlist on the People First PS YouTube Channel with more tips and research with buyers. There are 25 videos there, each one lasting just 3-5 minutes.
Read the book that started it all. DISCOVER Questions® Get You Connected is packed with ways you can make yourself more memorable to buyers. It was ahead of its time in bringing research with buyers directly to sellers.
Whatever you decide to do, make a commitment to become more memorable. Standing out in a crowded sea of sellers is a surefire strategy for boosting your sales success.