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Jonathan Ivanco commented on

How do you help your reps build their personal brands?

Sales prospecting has changed. LinkedIn now allows you to look up and communicate with most decision makers, cold emailing just to send out an email has become less and less effective. Sales in general is undergoing a massive shift where people are engaging with sales people later in the funnel and expecting more of them in terms of knowledge, expertise, and ability to answer tough business process questions.


As managers and leaders this requires us to look past each reps hard skills like overcoming objection and more to the soft skills like building relationships, knowing how to approach someone, and I believe building out personal brands on websites where you prospect like LinkedIn.


Much attention is spent on building pipeline but not much is spent on branding the rep to become an expert in the space, how do we as leaders help them level up and become career advocates for them?

Jonathan Ivanco
Founder & CEO at Modacta
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Becc Holland
Head of Sales Development at Chorus.ai
I very much respect your thoughts Jonathan Ivanco, truly not trying to target/offend you, and I'm sure I'll have to put a few quarters in the metaphorical swear jar when I most likely get destroyed for this later..But personal branding solely for the goal of becoming an Influencer, booking more meetings, selling more product, or pushing more consul... See more
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Jonathan Ivanco
Founder & CEO at Modacta
Yeah I didn't mention any of those things in my post.I was simply suggesting that the buying process has changed and people look at profiles on LinkedIn, I know this because LinkedIn told me you looked at mine.But interesting jump to those things. Actually, serves as a primer, without me mentioning any of those things, you already have examples of ... See more
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Franklin MERIDA
Business Developer at LEXMARK
Cannot after more with this approach and it’s hard to be the one against the mainstream (the pipeline focus only approach based on how to overcome objections and road blocks)...now more than ever selling is about building relationships through differentiation, customer’s business knowledge and personal branding!!
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Jonathan Ivanco
Founder & CEO at Modacta
What are you doing with your crew to make this a reality? How are you approaching this?
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Franklin MERIDA
Business Developer at LEXMARK
Well what I’m trying to work with my team is engaging with customer in order to have a full understanding of their needs and expectations on one side and the other is to match or exceed their best provider’s experience in terms of quality, rapid response and knowledge of their businesses.
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Miles Varghese
Head of Sales at Octopi
Loving this question - thanks for asking Jonathan Ivanco .  I was able to build up the personal brand with my startup but since our corporate acquisition, it doesn't seem to be as encouraged. Curious to see if i could pick up a few things / resources / ideas to forward up the totem pole.
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Jonathan Ivanco
Founder & CEO at Modacta
I think this was a lot of the reason behind the question. Currently I'm doing a lot of research on "employee advocacy" but for something that has to be voluntary it seems to be all about the companies NOT the employees. Wondering why this is the case and how we can close the gap through more team oriented environments more akin to study groups in s... See more
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Jason Brausewetter
Managing Director at Gain
I believe it comes down to company culture, Jonathan. And you being CEO can set that culture and expectations.  Here is a copy from a post I made on this topic: I Hear this debate all the time – who owns my LinkedIn page, me or the company I work for?This should not even be debatable.Your LinkedIn page is YOURS and represents your brand.Now, be awa... See more
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Jonathan Ivanco
Founder & CEO at Modacta
I think one of the important parts to this is also - LinkedIn is "your" audience not necessarily your company's target demographic. Your messaging needs to resonate with the audience rather than just pitch things that will get you unfollowed.
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David McClean
Managing Partner at SDR Systems Group
This is a complicated problem most companies base their incentive plans on the number of leads or sales a SDR or BDR generates and believe the customer experience is best handled with this methodology.  When in reality if the employee puts the customers needs first they will automatically build their personal brand and increase the funnel with more... See more
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Jonathan Ivanco
Founder & CEO at Modacta
What are you currently doing to help reps overcome these soon to be outdated methodologies?
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David McClean
Managing Partner at SDR Systems Group
I'm starting to make everything data driven for example using video in email because McKinsey did a study and found it improved open rates. If I listened to my gut I would never use video in a email. But because of AI sales is becoming more of a science.  I believe once you start using the right tools the next logical conversation is compensation. 
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Liston Witherill
Owner at Serve Don't Sell
See a formatted version of this post here: https://cl.ly/806a263242e5This is such a good question and one that we'll be exploring at next week's personal branding event in Portland with Bravado. If you're in PDX, you should come out - I'd love to meet you there:  https://bravado.co/public_events/a-night-of-personal-branding-portlandAs to your quest... See more
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Jonathan Ivanco
Founder & CEO at Modacta
Interesting points and a lot of things I've written about extensively on various forums. I've noticed that a lot of people have the exact same advice. One of the most interesting things you've said is approved by company and on brand. A company cannot control your social media profile on LinkedIn. Although some companies have social media policies ... See more
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Liston Witherill
Owner at Serve Don't Sell
I agree that a company can't control your social media account. But just as you're selling your product (Modacta) to companies that have an interest personal branding for their reps, they'll also have an interest in what those reps say. So no, a company can't control your social media, but there are consequences and considerations to what you say o... See more
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Jonathan Ivanco
Founder & CEO at Modacta
More of a reason to invest in  someone's growth and the process.
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AB
Andrew Brown
CEO at Toolfetch
Video, Video and more video, get in front your potential customers or past customers and stay out of obscurity. I think releasing video sales tips on the sales process and what has worked for you in the past can assist others as well. Make it personal with video, too many times templated emails are overlooked and most of the time caught in spam. Be... See more
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Mor Assouline
VP of Sales at Okendo.io | Go to Market Sales Operator | Brand Ambassador at Okendo.io
Gosh.. I can't praise video enough. You can use Vidyard to do this as well.
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Maxwell Kaplan
Chaos Sumo
I have difficulty when it comes to this topic. I've been in the DevOps/security engineer space/ Operations Engineering space and an sdr sharing sales tips is the last thing that will resonate with the audience. However, sharing engineering tips is not my strength. How do people suggest approaching building a brand from this point.
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Micah Zayner 🚀
Senior BDR at LaunchDarkly
Maxwell we are dominating in the engineering space over at LaunchDarkly. We also started a Linkedin group that we add all of our connections to, trying to assemble a community. There wont be much to learn from this site other than Sales Enablement tools selling into sales teams. We should chat.
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