Archive for February, 2009

Inaugural Blog

Each year, I look forward to one of the largest medical society annual meetings and trade shows, the RSNA (Radiology Society of North America). I cherish the time because it affords me the opportunity to feed, nurture, and expand my network. As I walked the floor and worked the different booths, time and time again I was told “sorry they no longer work here”. I was shocked when I heard how companies simply cut their sales force by a percentage (e.g. – manager cut your sales force by 30%). Of course, there were folks that needed to be helped to the door, and the forced transition will be good for both company and employee, but there were a large number of seasoned sales professional with long tenures of meeting their sales objectives.

The best example is a sales professional who worked for 12 years for one of the largest US healthcare companies. Their sales record was impeccable. They either met or exceeded their sales objectives 12 years straight, and more importantly, only missed their quarterly number once. That’s 47 out of 48 quarters. THAT’S HUGE! So you might ask why this company would lay off this employee?

They never built a personal brand so their career lacked DISTINCTION!

Think about it. The manager is faced with cutting their sales force by 30%. So if they have 20 reps, 6 need to go. Simple if you have 6 reps with poor sales performance, but usually that’s not the case. If it is, then the manager normally will be shown the door.

If you have ever been faced with the task of employee reduction – it’s tough. I would argue though that the first thought in your mind is, “Who do I want to keep?”. This is where you want to fall. There are a couple of ways to get into this bucket, but the most effective and bullet-proof approach is when you have an established personal Bbrand which will inevitably lead to career distinction.

This, of course, set my mind off to the races (more about this in future blog posts) and on December 19th, I put myself into “A Brand State of Mind”.

Here are the 4 brand initiatives I’m following to develop my Personal Brand:

1. Conceptualization

To understand something is to have conceptualized it to a given measure. You need to fully understand the current “state of the union”.

2. Where do you want to be in the future?

Build your plan! Those who fail to plan, they plan to fail.

3. Engagement

Work your plan. Constantly improve and modify the plan.

4. Focus

Work hard on building and sustaining your personal brand. Be careful to ensure that your brand will last for a very long period of time.

5. Passion

Believing in, protecting, and living the brand daily.

Bottom Line: Once you build your personal brand, stick with it!

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