Hard or Soft Sell? Sales & Marketing for the Business of You

Posted by Betsy Pruitt

The Business of You is made up of the same departments as a traditional company. Simply flipping the script on how you see these departments in your own life can be key to taking your career to the next level. Today, let’s look at Sales and Marketing in the Business of You.

No one can sell and market your unique skills and talents like you can. More than anyone else, you’re a subject matter expert on the benefits you can offer a company or client. In a way, you’d actually be doing them a disservice by not describing your awesome talents, which can help them grow and prosper.

Think about a Sales and Marketing department in a traditional company. It’s their job to be proactive about sharing all of the wonderful services and cool products their company has to offer. They create demand and interest for their employer by spotlighting the company’s unique selling proposition, and when there’s interest, they know how to close the deal. Wouldn’t it be ridiculous if they were embarrassed or shy about sharing these benefits with others? Don’t you think they’d be doing their employer an injustice if they didn’t go out of their way to make these products and services known, especially to those who might be interested? That’s exactly what happens when you’re shy about telling others about what you love to do and how you’ve helped your employer or clients succeed. As the CEO of the Business of You, you do a disservice to yourself and your family by not selling and marketing your skills.

The reason I think most of us don’t practice sales and marketing techniques related to our career goals is that we don’t want to come off as pushy. We all know a smarmy life insurance agent, who won’t let us forget the importance of protecting our loved ones with insurance. And, we all want to run when we see him!  “Ugh, not him again!” People like this over abuse the hard sell. Those who really succeed know when it’s appropriate to use a soft sell versus a hard sell.

Here are some common sales and marketing situations where you have an opportunity to promote yourself and which sales technique works best.

Introductions – Soft Sell

When a new acquaintance asks what we do for a living, many of us quickly respond with our job title, which may not even make sense to the listener. For example, my full-time job title is Marketing Operations Analyst; most people in marketing don’t even know what that means. Instead, give a short and sweet explanation of what you do in layman’s terms. In this informational soft sell, share a skill or benefit you love performing – one that makes your face light up when you mention it.  “I love social media marketing and helping companies connect with their ideal customers online.” When you light up, you’re more engaging, and the listener will be compelled to ask you why you love that or other questions to find out more.  The conversation will naturally evolve, and the listener will be more inclined to remember you when they need your services or meets someone else who does.

Resumes and LinkedIn Profiles – Hard Sell

Your resume is the place to make a hard sell by specifically mentioning technical skills, certifications, and concrete performance results. This is where you boldly prove why you’re awesome – hard sell away! In fact, if you don’t hard sell here, you come across as a novice that is mediocre at best. With the prevalence of the professional social networking site LinkedIn, I think there’s no excuse for not having an up-to-date resume at all times. Think of your LinkedIn profile as a online version of your resume.  The site encourages you to add details about your professional experience in a way that’s not frowned upon by your current employer. Make your profile as public as possible, so any prospective customer or employer can see your full resume without having to connect with you on the site first. You’re also more likely to get found in searches on LinkedIn and Google this way. If you pique someone’s interest with your awesome LinkedIn profile, there’s an easy avenue for this person to get in touch with you about an opportunity, too.

Opportunities to Pitch In – Soft and Hard Sell

During busy times at work, there may be opportunities to pitch in on special projects. Or, you might hear of a non-profit organization that needs assistance on a special event. When there’s a fit, volunteer your best skills and talents – the same talents that will make you light up in introductions. When you offer these skills, do so in a polite soft sell manner.  If your offer is accepted, your enthusiasm, implementation, and excellent results will serve as the hard sell. Actions speak way louder than words. If someone can see your talent in action, they don’t easily forget how you wowed them. If you’re on a career path that you don’t 100 percent love, this is a great way to evolve into your sweet spot and showcase your true talent.

Focusing on sales and marketing is essential for the growth and success of the Business of You. In fact, you’re doing the world a disservice by hiding your unique talents. Start selling!

What are some other ways to sell and market your talents? Share your wisdom with others!