It's Not What But Who

Now that consensus is ‘Everyone is Selling Something’, the differentiating component is ‘who’ sells not ‘what’ is being sold.  We must first acknowledge and understand that every word, every action, and everyone counts.  Our view has to be four dimensional which includes variations of external perceptions.  This thought process appears to be intuitively obvious, however, the majority of us don’t apply it nearly enough.  Consider this:

• When was the last time you offered an opinion that offended or displeased someone?

• When was the last time you exercised an inadequate amount of attention or empathy that caused tension in a relationship?

• Have you ever shared a belief that may have been perceived to be partial?

• What resulted in these circumstances and if you could, would you have done anything differently?

All of these instances, as external perceptions, cumulatively represent our personal brand.  When a mindful concern is consistently emulated we see ourselves differently and consequentially project a more affirmative image.


Fortunately we can control our personal brand which is the precedent to any relationship that we  currently or will have.  It is our responsibility to protect, grow, and direct this brand, hence everything matters.  Very seldom does a product or service compete with the human element, the ability to converse and develop relationships.  Sometimes consumers are smitten with the marketing finesse of that Greek Goddess of Victory's Swoosh, The Golden Arches, or maybe even On Your Side.  However, the minute there is a perceived transgression, that same consumer will spurn and opt for Click...Clack, Have it Your Way, or It’s so easy a caveman could do it, respectively.  When a buyer is contemplating a purchase, there are a variety of factors that may be deliberated.  My belief is that products are not the ultimate ingredient that make up people’s minds, people do.  This is why ‘who‘ sells trumps ‘what‘ is being sold every time.  During the sales/buying process, it is the differentiation of ‘who‘ not ‘what’ that guides the purchasing decision and eventually relationship development.  With that said be extremely cognizant of how your thoughts/emotions are displayed and how others view them, for it is their definition of you that forges and builds your brand.  Every Word, Every Action, and Everyone counts.  Great Selling!

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