It may not sell, per se, but in my opinion, someone with a ‘personality’ does engage, entertain and educate allowing you to have an experience with that person. When you contrast that with someone that doesn’t have a personality (as such), then there is not much engagement, very little entertainment or you may not feel you have been educated in anything. If you are a case of the latter then your experience with others you may want to influence is different, and may not position you as strongly.

I am not suggesting that you need to be larger than life or change from being who you already are, but letting people see who you are and what you know is important for your sales positioning. If that is already a part of your personality, then fantastic – if not, then perhaps that may be a blind spot you can work on.

The reason why this is important, is with so much noise around buyers today, with so much commoditisation creating tighter competition, YOU need to stand out, be like the unicorn or the purple cow and be known for something. Whether that be a representation of your company, a fantastic thought leader within your organisation or a phenomenal service provider to your client, is food for thought.

Studies have shown that when faced with time constraints or tough decisions, we will automatically default to the brand we know – our brain takes shortcuts. Think about how often have you said ‘Oh just get me a (insert brand name here)’ when you have been in a hurry, simply because it immediately came to mind. How often do we default to the channel we know has the nightly news because it just ‘comes to mind.’ By being bold, being known for something, unapologetically putting out content, ideas and distinctions that will serve your potential clients will position loyalty amongst those that want what you have to give them. You can’t want more than that.

How are you going to use your personality to ensure you are front of mind in your prospects eyes by engaging them, entertaining them and educating them providing an experience they will default to again and again.

Yes, I believe personality does sell!

Be Bold, Brave and Brilliant

Bernadette McClelland is CEO of 3 Red Folders – a modern day saleswoman and keynote speaker on business growth, personal leadership and sales performance.

BIO: Business environments wanting to increase their revenue and profits, and differentiate themselves in a competitive market, ask for Bernadette McClelland because of her thought leadership on sales performance, her ideas on thinking beyond resilience and her fresh perspectives surrounding personal leadership skills — all designed to master the outcomes that matter.

Bernadette has proudly coached Harvard MBA students on their sales enablement curriculum, been the Master Asia Pacific coach for Anthony Robbins across twelve countries, authored five books on leadership and sales transformation, won a coveted Telstra award for Business Excellence, and continually shares her ideas around behaviour, the brain and business growth on stages in the UK, Europe, Thailand, India, NZ, Australia and North America.

Believing that sales performance is a leadership issue, you will also find her heading Melbourne’s human potential based sales performance consultancy, 3 Red Folders, as she navigates lead generation, message to market and digs deep into sales process activities with her clients in the mid-tier sector as well as founding ‘Women Who Sell’, an initiative designed to bring more women up to speed in their sales success.

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