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How to create a selling system based on authority and common thread

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To sell, we must market. To market ourselves and our brands we must leverage the interview economy, using our own personal brands, and influencers (internal and external) to extend the reach of our brand messaging. This brand messaging must be a common thread running through the business, so that no matter who is talking about your company, industry, or market, they all have something in common.

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How to create a selling system based on authority and common thread

  1. 1. @roberts_ben_m 1 How to create a selling system based on authority and a common thread
  2. 2. 2 Head of Marketing at Talkative Podcast Host Published Author Wales’ #1 Businessman under 35 Conference Speaker Who @roberts_ben_m
  3. 3. 3 Email Marketing PPC Social Media Marketing Ads – TV, Radio & Print Interview era Moving from a world of intrusion & blatancy to collaboration & Authority @roberts_ben_m
  4. 4. The Interview Era In the interview era, people need to focus on their personal brands and networks in a way that aligns with your business. @roberts_ben_m
  5. 5. Influence & authority Must find a common thread between the people and the business. 5 @roberts_ben_m
  6. 6. 6 Personal brands extend the reach of your existing brand @roberts_ben_m
  7. 7. We need to rethink the way we interact with our customer base Especially in B2C environments where direct interactions with customers are generally less frequent, and when they do occur, do so in a customer service capacity Thinking 7 @roberts_ben_m
  8. 8. 8 What is a common thread? @roberts_ben_m
  9. 9. Traits of the common thread 9 Long-term mindset Tied to business goals Something the business can become KNOWN for @roberts_ben_m
  10. 10. Example of a thread 10 The Thread Environmental sustainability Mediums Adverts and marketing messaging based around the environment The Messaging That buying Old Mout Cider is an environmental choice, and tone that also tastes damn good Result Seen as a brand with heart that resonates with the customer base @roberts_ben_m
  11. 11. 11 What is your common thread? What do you want to be known for? Sporting success? Environmental sustainability? Natural beauty? Human-powered communication? Information security? Health & wellbeing? Leadership development?
  12. 12. Internal Vs External 12 Internal Personal Brands External Personal brands Clear link to the brand Consistency Progressive business Extend beyond borders Seen as independent Ease of training Unique styles Instant impact @roberts_ben_m
  13. 13. 13 Podcast YouTube Social Media TV Radio Websites/Blogs Ideas for the interview economy using your common thread IDEAS Mainstream MediaEvents @roberts_ben_m
  14. 14. 14 Of product Of market Of trends Of audience 1 2 3 4 A system of selling based on knowledge @roberts_ben_m
  15. 15. 1 5 How do we create this system of selling? @roberts_ben_m
  16. 16. 16 Identify the influencers Common Messaging Freedom & Flexibility Stimulate Conversations A knowledge based system of selling PROCESS Identify common thread Measure & Evaluate @roberts_ben_m
  17. 17. Example of a thread 17 The Thread Healthy food Mediums TV, Events, Social, Books, cookery schools The Messaging Healthy eating can be done from home, can taste better and can save you money – It’s also better for the environment and your health Result Sales, increased revenue streams, exposure, authority @roberts_ben_m
  18. 18. The book 18 How to build personal brand or business brand authority around a common thread; a buzzword. Marketing Buzzword to Marketing Authority @roberts_ben_m
  19. 19. Thank you! Twitter: @roberts_ben_m LinkedIn: Ben M Roberts ben@ben-m-roberts.com

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