Si comincia dai propri attributi, da ciò che ognuno ha di unico e distintivo. Competenze, capacità, punti di forza, caratteristiche personali. Se si guarda troppo i modelli di successo si rischia di non proporre nulla di nuovo, solamente dare un’interpretazione dell’esistente. Si cerca quindi di capire quale spazio valorizza maggiormente la “voce” dell’individuo, intesa come capacità espressiva. A quel punto si parte con un processo di ascolto, per scoprire come le persone stanno parlando, in quali termini, con che riferimenti e con quale linguaggio. Infine si cerca un sintesi tra le due attività".
He is also a writer having published with his friend Luigi Centenaro a interesting book on Personal Branding. With Luigi he also manage a blog on this subject.
We ask his help to clarify the connection between brand, net and referral sales.
Referral sales is based on the principle that you should be so reliable that your clients will sell you to other people: do you believe that the web can help a salesman to improve his personal reputation?
"Yes indeed! Word of mouth has a very powerfull potential. Online this potential is multiplied and results can be astonishing. I believe that in the future interpersonal relationship will be more and more influent in buying decision".
How can we improve our own personal brand? Where can we start from?
"I won’t start from a strategy, on the contrary I believe this is a big mistake. Because you tend to work on the media and the tools and not on the specific features of the person. You have to start from your own strengths, your distinctive and unique elements. Mirroring success stories you came out to be like a copy. I would start focusing on the environment that will emphasize the most the your voice and then beginning listening to understand languages. Then find a synthesis between these two elements".
Where in the web a salesman must be present?
"He should be where his potential clients talks about services/products he could offer. Often these are not official website, mainstreams. Find out the more crowded places: “fish where the fish are”!"
In your experience which are the advantages of being on the web?
"Since few years being on the web means to exist. If you’re not there, somewhere, you’re not real, you lose a lot of opportunities. You should be there to listen, to solve problem, to show up".
You believe there could be a conflict of interests between a salesman promoting himself and his company?
"That’s a critical point. What puzzle me is that everyone is saying that the company’s main asset is people and then nothing is dome to promote".