Comment le développement d'une marque personnelle peut vous aider à augmenter vos ventes

Un blog invité par Daniel Bishop (rédacteur junior pour DesignRush)

Un livre sur l'identité de la marque personnelle, pour aider à établir sa marque personnelle
Photographe : Patrik Michalicka | Source : Unsplash

Sales is the art of persuasion. Sure, having a good product is important, but it’s not the ultimate make-it-or-break-it factor which will get your prospects to say yes. If you want to succeed in this profession, you first have to learn how to sell yourself to your customers. And that requires a strong personal brand.


1. L'importance d'une marque personnelle


Lettres de scrabble formant le mot "brand" (marque)

Customers have become increasingly picky and selective. Why shouldn’t they when they have an abundance of choice?

They won’t settle for mass marketing and bland, impersonal messages. That’s why it’s important to make them feel special, and treat them like human beings and not like sales numbers. Personal branding will help you connect with your audience on a deeper level and establish emotional connections.

92% of customers are more likely to trust recommendations from other people, even if they don’t personally know them, over branded messaging. This stat clearly indicates that loyalty and trust in brands have reached their lowest point ever.

No wonder when brands have become cold, faceless, and corporate. That’s where your carefully developed personal brand comes in to put a face to the name and humanize your company.

Voici quelques étapes à suivre pour développer votre marque personnelle.


2. Construire et entretenir sa réputation


Un graphique montrant une augmentation de la réputation

Your reputation always precedes you, especially nowadays when many people practically live on the internet. It’s enough to type your and your company’s name into the search box in Google and find out how the online community perceives you.

Par exemple, les personnes qui visitent votre site web se forgeront une opinion en l'espace de 0,05 seconde, et prendront la décision de le quitter ou de l'explorer davantage. Vous disposez donc de très peu de temps pour faire une excellente première impression.

Similarly, online reviews are particularly powerful in terms of their impact on your prospects’ perception of your company – 93% of people use reviews to determine whether a local business is trustworthy or not.

It’s clear that the more your prospects trust you, the more they will be likely to buy from you. When it comes to improving and polishing your image and reputation, you should remember that the devil is in the details.

Veillez donc à :

  • Optimisez vos canaux de médias sociaux, as well as to remove any inappropriate comments, pics, or posts which could show you in a bad light. Don’t forget that many reputations and careers have fallen victim to a single tweet.
  • Créez un site web personnel qui répertorie vos réalisations, vos centres d'intérêt, vos emplois et d'autres informations pertinentes vous concernant.
  • Claim vanity URLs on social media channels. It’s great for SEO as well as for increasing your personal brand recognition. Besides that, it’s much better to have a unique, memorable URL, than a string of letters and numbers.


3. S'imposer comme un leader d'opinion dans sa niche


Un stylo écrivant les mots "be creative" (soyez créatifs)

People trust experts and thought leaders. As a salesperson, you probably soak up every word Jeffrey Gitomer, Mike Schultz, and Marc Wayshak say, and you’re ready to pay in order to hear them speak at a conference.

That’s why many commercials and adverts feature household names and distinguished professionals. So, one of the best ways to boost your sales is to become an authority in your niche.

L'essentiel :

  • Fournir un contenu de valeur
    Yes, you’ve heard this a million times before, but it can’t be stressed enough how relevant content which addresses your target audience’s pain points and educates them, is important for getting your voice heard and standing out from that of your competition. To make sure that everything you publish on your blog, social media channels, and in your newsletter, is of superb quality, consider joining forces with respectable agences de marketing numérique capable de produire un contenu expert.
  • Offrir des conseils utiles
    Join different social media groups and forums, and participate in discussions by providing your perspective on things. This way you’ll catch the eye of your colleagues and potential customers, and showcase your expertise. Being helpful is crucial for sales, and you might even consider it a soft sell approach. People are more likely to give you referrals and even purchase from you once they realize that you genuinely want to help them.
  • Engagez-vous auprès de votre public
    Establishing yourself as a thought leader doesn’t mean that you should talk your audience’s ear off; it’s important to actively listen to what they have to say and engage in two-way conversations. By leaving comments on other people’s posts or asking questions on your LinkedIn or Twitter, you spark discussions and build connections.


4. Être unique et authentique


Une pomme debout en raison de sa couleur

“The customer is not a moron. She’s your wife.”a déclaré le père de la publicité moderne, David Ogilvy.

And, boy, was he right! His words are relevant more than 50 years later. Your customers can tell whether you’re sincere or not. So, the trick is to be yourself. Otherwise, you’ll come off as a cardboard character without a unique personality.

Gary Vaynerchuk est un excellent exemple de ce qu'il ne faut pas faire.

He doesn’t refrain from swearing or using four-letter words and a pretty unorthodox narrative. And people like it because they realize that he’s just being his genuine self. It’s part of his charm and personality. He has found a way to connect with his audience by using language to which they can relate.

But, he’s an expert in sales and marketing, and that shows underneath his casual and down-to-earth approach.


5. Être cohérent

Consistency is a secret ingredient when it comes to building a personal brand. This means that you should post your (and curated) content on a regular basis. If your approach is nonchalant and sporadic, you’ll disappear from your audience’s radar.

Loin des yeux, loin du cœur est le principe qui s'applique ici, surtout si l'on garde à l'esprit que chaque jour, plus de 2 millions de contenus sont publiés sur l'internet. Cette surcharge d'informations écrasera vos efforts irréguliers comme une avalanche, alors assurez-vous de respecter un calendrier de publication établi.

However, consistency also refers to the tone of your voice. It’s bad for your personal brand and reputation to crack silly jokes on your social media if you’re trying to present yourself as a serious entrepreneur and sales leader.

Besides, if your tone isn’t consistent, your audience will be confused about the message you’re trying to communicate.


Réflexions finales

Une marque personnelle bien pensée et soigneusement entretenue peut faire des merveilles pour vos efforts de vente. Ces conseils simples peuvent vous aider à fidéliser votre public, à construire et à entretenir une réputation irréprochable et à vous imposer comme un professionnel crédible. Tout cela vous permettra de conclure davantage d'affaires et d'atteindre votre quota.

<Daniel Bishop a débuté comme consultant en contenu pour de petites sociétés de référencement et de conception de sites web. Finalement, il a trouvé sa place en tant que rédacteur junior pour DesignRush, une place de marché B2B qui met en relation les marques et les agences. Toujours à la recherche de nouvelles opportunités, il aime partager des idées avec d'autres professionnels de la communauté numérique. Retrouvez-le sur Twitter : @DanielB78263381

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Ali Colwell