On-Line

Sales Management
The Strength of Endorsement

When politicians get ready to run for election it creates a mad scramble to secure the endorsement of the most powerful and financially capable groups they can garner. It is no secret that these so called "fairly" elected officials will then owe their well-heeled supporters in very big ways.
In politics it superficially appears that being endorsed by a group is a stamp of that group's approval. However, it is far more than that - unfortunately. For salespeople and sales managers, though, this concept of endorsement is just what it appears to be. A vote of approval, support or belief in a product or organization. It is both sincere and valuable.

For sales managers and salespeople, endorsement can be a tremendously powerful tool that can be utilized in helping prospects to more fully understand the universal acceptance of their product or service, the quality of their organization or their ability to satisfy customers.

As a consequence of the power of this concept, let's take a look at 10 very powerful - and potentially profitable ways - that you can gain valuable endorsement for you, your product or service or organization:

1. Seek to have your product or service evaluated and subsequently reported on objectively by a trade journal, publication, watchdog group, consumer affairs department, governmental evaluation agency or any third party group that is perceived as being impartial by the target group to whom you sell your products.

2. Become a spokesperson or industry advocate for your customers and their interests. This act alone will give you endorsement as a top level, professional representative for your targeted market.

3. Find ways to develop high visibility within your market. Consider becoming a contributing editor/columnist to trade journals or newsletters your customers read…perhaps speaking at seminars/programs sponsored by their industry publications or functions.

4. Consider becoming a published author. A developer of books, booklets, pamphlets or your own newsletter that you use to heighten your own personal position and gain additional visibility with your customer base.

5. Learn the professional designations your customers either have or respect the most and earn them. These might be certifications, advanced degrees, awards, membership types, prizes or other forms of official recognition.

6. Position yourself among the leaders. Become known as a thought leader - a person who is looked to for answers and futuristic interpretations of trends and waves. This is especially important for sales management.

7. Be conscious of everything you do including your dress, style, etiquette and positioning. Seek endorsement as a person who is above the rest of the pack. As someone whose very presence garners attention and respect.

8. Actively seek the endorsement of every satisfied customer you have. Seek letters, notes, comments, quotes - anything you can get that says, "Yes, I endorse this product - 100%!"

9. Ask satisfied customers to appear on video, give quotes on audio or agree to provide their quotes in some form of officially printed material that you can utilize as a "proof source" for your sales effort.

10. Seek public relations for your efforts. Always remember, public relations works because it implies endorsement. Advertising is not so subtle, requires a totally different "spin" and is extremely expensive. It is also not nearly so attention grabbing or so potentially long lasting as the far more sophisticated public relations effort.

Perhaps the most essential lesson in all of this is that the better you are positioned by and with your constituency, the better off you'll be. The difference between salespeople and politicians? The former initiate their efforts with very clear goals and no subterranean, clandestine goals. Another difference? Have you ever tried to convince a politician to vote counter to the group that helped him or her get elected? Salespeople only serve one master - their customer. Or, at least the best ones do. Where do you fit? Get the endorsement of and by your most important constituency and you will be the master of all you can control. And that, my friend, is true freedom! **