FROM WHERE I SAT
Personal Branding As A Pillar For Successful Selling
By Robert Wamai
Lasting Lessons From The Late Karanja Kahia
On Tuesday 25th May 2021 , we laid to rest Mr . Karanja Kahia . KK , as he was commonly known , was the Marketing Director at Parents Magazine where I cut my teeth selling advertising space . He also worked at Nation Media Group , The People and his last assignment was as the CEO of NCCK ’ s Jumia Hospitals . It is his years in the Media where he was a mentor to many in sales who worked under his guidance . The nuggets I picked from him are worth sharing for we all sell something .
I would define one ’ s personal brand as the impression people have of you , what they think of you . Branding therefore is reputation management , a conscious and deliberate effort to build and project a positive image . It is particularly important to project a positive image leaving a good impression the first time one is meeting a client . So what did I learn from KK on how to go about building a positive image ?
Firstly one needs to be intentional about building their brand . ‘ Be deliberate and put in the effort , for building and maintaining a positive personal brand is not by chance , it ’ s one of the critical pillars in your success ’ he told us during our first session . Indeed what we sell and who we are two sides of the coin . Advertisers , first buy us , then the company and product we represent .
Secondly he emphasised that one ' s first impression really matters , and , as the old adage goes , ‘ we don ’ t have a second chance to make a first impression ’. On meeting us for the first time potential clients judge us by the look project . In this regard KK led by example . All his colleagues cannot remember a time when he didn ’ t have a well-fitting suit , matching shirt , and tie . He advised us to invest in a full length mirror and ‘ stand before it every morning , before stepping in the world pose and ask yourself would you buy from the person standing before you ’? If you have any doubts go back and look the part . ‘ Be self-critical in matters image for being presentable , well put together , has no substitute ’ he told us .
But he cautioned that one ’ s brand goes beyond the look . ‘ Your overall demeanour , mood , energy levels , all complement one another ’. Smiling , being cheerful , enthusiastic and radiating warmth are part of our image . Indeed they impress on the client that one is glad to meet them . As KK put it ‘ you can never be sure what kind of day they are having and if you can lift their mood they will remember you ’.
Following this is the need to be a very convincing communicator . He taught us how to write unique proposals , ‘ as if one was sitting in front of the client having a sales conversation ’. Twice a week we sat and wrote and analysed proposals to clients which KK checked using a red biro , crossing , and adding words and phrases . He also taught us telephone and face to face communication skills . He said ‘ selling is about guiding a client to make decisions that are mutually beneficial ’. One cannot do that if they are not convincing communicators and astute negotiators .
Thirdly is to the need to form long lasting relationships with the client by going beyond their tittles and showing genuine interest in them as human beings for behind every sale is a person . He implored us on the need to take time to know and understand the client . Gestures such as thank you notes , Christmas Cards , and meaningful gifts are useful in building and cementing relationships . One must never be a ‘ transactional sales person but nurture long-term meaningful and fruitful relationships with your clients ’, he kept reminding us .
He also spoke about one being very knowledgeable . Before meeting a potential client research their company , products , and because it ’ s possible today , using social media , the person as well . The client will be impressed knowing you ’ ve put in effort . Nothing puts off clients like an ignorant salesperson . Those days we relied on newspapers , corporate brochures , television , and radio to get information . He told us ignorance is limiting as clients may view one as uninterested or even lazy . Seeking knowledge enables one to adapt to the changing times and remain relevant .
The fifth pillar is that of earning the client ’ s respect and trust . This starts with demonstrating respect for the client . Keeping promises especially time are critical and indeed KK was a stickler for time . On the same note he taught us to take responsibility especially when things go wrong . ‘ Apologise and never cover up or pass the buck . Learn from the mistake and let the client know the remedial measures taken to ensure it won ’ t happen again ’.
He was a mirror of authenticity as the foundation on which a personal brand is built . People can see through posturing , side shows and acting . ‘ You cannot fake it , at least not for long ’ he warned us . “ It ’ s important to learn from others , but be and remain true to yourself ’. In addition show your human side for clients are human too . KK ingrained in us the need to build our personal brand based on professionalism ( right image , knowledgeable , respect ) and above all demonstrating our humanness by genuinely caring and being empathetic . In short , as he ended every session with the mantra with he lived , ‘ Do Good And Be Nice ’.
Robert Wamai is a trainer and advertising consultant , a passionate consumer advocate and believer in the power of brands . You can engage him on this or related matters via email at : Wamai . Robert @ gmail . com .
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