Sales Training Weekly: Building Your Personal Brand

I remember when I was a kid, I used to love watching this old TV drama called Hong Kong 84. There was this character named Jack Chan — I didn’t really know what he was selling, but he was always referred to as a salesman of everything. He just seemed to know everything and always able to find opportunities everywhere. All his friends called him the “Super salesman.” People were constantly seeking his help. That’s probably when I first realized the power of personal branding.

Over the years in my career, I’ve come across many sales professionals who still believe that a good résumé and academic credentials are the keys to landing a job or getting promoted. But let’s be honest — that mindset is outdated.

Today, it’s your personal brand, your online visibility, and your reputation in the industry that truly open doors. And this is especially important in sales, where trust is everything. Your reputation in the market speaks louder than anything on a résumé.

Back when I was hiring sales reps, I did not pay much attention to their CVs. I don’t think anyone would call up candidates’ college professor to ask if they were a good person? What truly matters is how the market perceives you. Real-world feedback trumps any line on a résumé.

Now, when most companies look for good salespeople, this is how they usually do it:

1. Client referrals — This is the most reliable source. Clients interact with salespeople all the time; if they’re recommending someone, that person likely has credibility.
2. Internal referrals — Especially new hires, who might refer good people from their previous companies. They won’t risk their reputation unless they’re confident.
3. LinkedIn sourcing — HR today is much more proactive. Instead of just posting job ads, they’re searching on LinkedIn for the right talent. The more visible you are online, the higher your chances of being discovered.

Only when all these avenues fail do companies consider job ads or headhunters. The résumé is more of a formality nowadays.

Sales is about relationships. The key isn’t how many people you know; it’s how many people know you, remember you, and most importantly, trust you.

Your personal brand isn’t your job title, and it’s not your degree. It’s the clear, meaningful difference between you and your competitors — and that difference needs to be recognized by your clients, not just claimed by you.

Ask yourself three things:

1. How do your clients perceive you?
2. What does your industry say about you?
3. What’s your image in society?

And if you want the truth, don’t just guess — go ask the right people. I recommend speaking to five types of individuals:

1. Clients who chose your competitors — They’ll tell you why you lost.
2. Clients who stopped working with you — They’ll point out where your service fell short.
3. Clients who admire you — They’ll help you see what you’re doing right.
4. Loyal team members — They’ll tell you what value you bring to the table.
5. Former employees — They’ll give you the truth, unfiltered.

A lot of leaders only want to hear the good stuff. But when you surround yourself with yes man, you risk becoming disconnected from the market. A strong personal brand requires transparency, honesty, and a willingness to listen — even when the truth is uncomfortable.

Let me give you three practical strategies to build your personal brand.

1. Be Proactive with Clients — Nurture Your Network

Don’t just focus on the clients you’re currently negotiating with. Past clients who rejected you, former supporters, and even those who’ve moved on are all part of your brand story. Try this: Make ten phone calls a day. Send out 25 emails — not to sell, but to share valuable insights, market updates, and trends. You’re not pushing products; you’re building relationships.

I once had a client in a remote district who kept my business card on his desk for years. One day, a senior executive from a multinational corporation happened to visit and noticed my card. That single moment led to an opportunity I never expected.

2. Leverage Social Media to Showcase Your Professional Identity

Many people still hesitate to use social media. They’re worried about blending personal and professional lives. But here’s the truth — your potential clients and employers are already Googling you. They’re checking your LinkedIn, your Facebook, and your content.

So why not take control of that narrative?

Write articles. Share insights. Offer perspectives. These platforms aren’t just for promotion — they’re a window into your passion, your values, and your expertise. It builds trust, fast.

3. Don’t Just Sell — Provide Value

Clients don’t want to be sold to. They want to buy from people they trust, who understand their challenges, and who understand their needs.

If you build your personal brand well, people will naturally refer others to you. Clients will seek you out. But if you don’t stand out, and all they remember is your price, you’ll constantly be undercut, left reacting instead of leading.

Final Thought: The Only Brand You Truly Own Is Your Own

The economy may change. The market may shift. But your personal brand is something you control.

And in the long run, it’s not just about who remembers your name. It’s about what your name stands for.

7/4/2025–13/4/2025