What is your approach to coaching sales reps on building a strong personal brand? How do you help them establish credibility and differentiate themselves?

My approach to coaching sales reps on personal branding starts with helping them **own their story**. I don't just tell them to post on LinkedIn or polish their headshot. I ask, "What do you believe in? Who do you help? What do you want to be known for?" That clarity is the foundation for a personal brand that actually builds trust. Then we build content around their expertise, not just the product. I had one rep who crushed it just by sharing short posts about what she was learning from customer calls--real insights, real questions, real value. She didn't try to sound like a guru, she showed up consistently and spoke like a human. Her inbound messages tripled in 90 days. To stand out, they don't need to be loud, just **authentic and helpful**. When reps show they understand their audience's pain and can offer clarity, that's when credibility turns into conversations.

My core advice to a sales representative would be to forget about sales and focus on building trust. The market today has such a cutthroat competition that every sales force sees the potential client as some kind of a trophy. They just operate with the idea of selling and not understanding the need and offering space to their customers. Sometimes a potential sale takes months to close; it's a fact, but the best part is if you're consistent, it eventually does. If your potential customer is not ready to meet you twice, does not know you by your name, or does not intend to give you the time of their day, why do you think they will give you their business, and how are you planning to move forward? To establish credibility and differentiate yourself, you need to create a sense of trust, a professional relationship, and an open dialogue between you and your prospect. In today's world, where people tend to avoid cold calls and abuse sales forces for being too clingy and persuasive because they think that all they want is to sell, your only chance to establish credibility is by building trust. A common notion that is attached to sales representatives is that they are planning to fool their clients, and of course, no one likes to be fooled. Do not go into that meeting with the sole purpose of closing the deal; build the trust, and the sale will follow.

I keep it simple. If you can explain what you do, who you help, and why it matters without sounding like a pitch, you're already ahead. I coach sales reps to focus less on sounding impressive and more on being relatable. Share real experiences, small wins, honest lessons. That is what builds trust. The goal is to show up in a way that feels steady and clear. When people remember your tone, your clarity, and how you made them feel, that is what sets you apart.

My approach to coaching sales reps on building a personal brand begins with LinkedIn. It's the ideal platform for showcasing sales expertise through both the content they share and how they engage with others. I encourage reps to thoughtfully comment on industry posts to grow their network and increase visibility. From there, we focus on creating and sharing original content that demonstrates a clear understanding of the challenges and trends within the industries they serve. People want to do business with subject matter experts, not amateurs--so establishing credibility through a strong personal brand is essential in today's sales environment.

In B2B sales to build a strong personal brand I recommend establishing authority with outbound content and using social media to warm leads. You don't exist today if you can't be found online. Don't let social media drive you crazy, you don't need to be everywhere, it doesn't matter which platform you choose just pick one or 2 that are authentic to you. Salespeople need to be on LinkedIn so that they can be found. It adds credibility/transparency when you know the people you are meeting or working with know people in common. LinkedIn has become more than an online resume/rolodex, it's the foundation for building trusted relationships in the digital economy. With LinkedIn, sales people don't have to wait for a networking event to make meaningful business connections. You get one chance to make a great first impression so make sure every section of your LinkedIn profile is complete, with no blank spaces/gaps. Include a professional head shot and powerful headline followed by a summary with highlights of your personal brand, what you do well and how you can benefit potential clients/customers. Keep this section brief and easy to skim for best results. Keywords are a great way to help professionals in your industry find your profile and strategic keywords in your profile give sales people an advantage in networking too. To present yourself as an expert in your industry post interesting and educational content by sharing a great article you've read recently or if you truly want to make valuable connections and represent yourself as a talented thought leader in your industry, you should be crafting your own articles on LinkedIn. With the prevalence of AI-generated content and users' search for authenticity today while your competition generates robotic messages that sound generic, sales people can stand out and break through the sea of sameness with personalized, thoughtful communication serving their audience's specific needs. When you share what you know -- your passion, your war stories, the good, bad and ugly -- the stories will be interesting and the lessons will be real, people will remember you and come back for more. Tell your origin story, share mistakes/failures, be vulnerable if you want to drive engagement, building connections and relationships with your audience and showing your humanity is more important now than ever!