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Hey, before we get started today on the Personal Brand Makeover episode, Brian and I want to share with you a very nice little checklist that we did.
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It s called the Personal Brand Makeover Checklist, appropriately so.
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You can find it at advancedsellingpodcast.com slash makeover.
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Make sure you go there so you can follow along some of the things that we re going to be
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talking to our constituents about on these personal coaching makeover sessions will be found there.
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But there s lots more there.
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It s definitely something you need to be looking at for your business.
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Advanced selling podcast dot com slash makeover.
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Welcome back to the Advanced Selling Podcast.
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I m Bill Kasky.
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I m Brian Neal.
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And we are entering another episode of a personal brand makeover.
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And before we begin today, we re going to be talking with Sherry Williams from Berlin.
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And we wanted to let you know that we have a personal brand makeover checklist.
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Here s how you get it.
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Go to advancedsellingpodcast.com slash makeover.
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It s a one page 10 point checklist that helps you go through your own personal brand, take stock of it, grade yourself.
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And also, follow along a little bit with what we re going to be working with Sherry with today.
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And let us know how you enjoy these makeover podcast episodes, too.
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You can go to our Facebook page, Advanced Selling Podcasts, weigh in.
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Let us know what you think of them.
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And if you want us to do it again, we had a lot of people who asked to do this, but we just could only get to four.
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We ve got a line waiting outside.
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This is a good thing.
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And I mentioned this in the last episode, Bill, that I did spot check this checklist with a few of my clients, and they absolutely loved it.
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So highly encourage you, if you re a sales manager, or you own your company, or run a division, great thing to pass down to your people.
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Great exercise to take them through in a sales meeting.
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If you re looking for something to do to enhance their presence and influence their prospecting in a positive way, advancedsellingpodcast.com slash makeover.
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Awesome.
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So we re talking today live from Berlin, Germany with Sherry Williams, who is a business professional English teacher.
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She helps business people improve their English.
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She does so primarily in Germany.
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Sherry, are you on?
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Can you hear me all the way from Germany?
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Yes, I m here.
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Hello.
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Awesome.
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You know, when we asked for candidates, most people emailed us with their application and why they wanted to be on the Personal Brand Makeover series.
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Sherry went one step further, went to Covideo, who s one of our mailbag sponsors, or is our mailbag sponsor, and she actually sent us a video.
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She did.
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It was very well done.
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Compliments, hats off to you.
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You re very good on camera.
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You have a really nice delivery, and I m sure that comes from years of teaching, but that was good.
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It was really good.
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You moved right to the top of the pack when you did that.
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All right, so let s get into some of the makeover elements here, Sherry.
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So what we re going to do is tee this up and build a little context for the listeners, too.
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We re coming from a place to coach you, to make you better, which is why you signed up for this in the first place.
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Sometimes people take this as it feels like we re being critical.
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And we re being critical in the sense only that we re giving our two cents outsider s perspective of some things that we ve seen work.
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with other clients who are trying to create a better image online so that that can translate into better sales for them, which is, I m assuming, what you want to do here.
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Are we good on that, Sherry?
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Exactly.
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Yep, that s exactly what I m hearing.
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Beautiful.
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What s the main objective?
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What s not working in your business right now?
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Is there one thing that relates to this?
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Are you not generating enough sales?
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Are you generating enough opportunities but aren t closing them?
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Is there any big thing that you are wanting to fix?
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Basically, I m kind of in a transition period where I m just starting to work directly with clients.
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And so I m kind of new to the whole marketing and branding myself.
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And I m wanting to get away from working with agencies and other people that have more control over what I do and strike it out on my own.
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So that s what I m really hoping to move in that direction.
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Yeah, but I m just looking for some advice on
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and what kind of image I should have, that would be very helpful.
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Very good.
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First of all, kudos to you for that.
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It takes a lot of guts to do that, to move away from the safety of what appears to be a safe thing where I m working through an agency or through a direct company and going on your own.
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So Bill and I both have done that.
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And kudos to you.
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It takes a lot of guts to do it.
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I m glad you re doing it.
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It s extremely rewarding.
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So you re on the right path.
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Yeah, and we re in a world today, Brian, not to get off on a tangent, where it s a direct world.
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It is not a third party or fourth or fifth party world.
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And if you can have direct connection with your prospects and clients and have a tribe of people that follow you, then when you have an event, all you do is say, this is the event, this is the time, this is the money, and people come, as opposed to relying on a third party.
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So I really like that.
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Also say, Sherry, and to everyone listening to this, whether you re in this boat or you work for a company, either way, but especially if you re going on your own, the things we re going to talk about today are mission critical.
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So take really good notes and have your implementation gear going here to do some of the things Bill and I are going to talk about.
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Okay, so here s my first question, Sherry, and then Brian and I ll alternate here.
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What is, if you were to describe what you do, how would you describe it in a sentence or two or three or four?
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You meet somebody on a bus, and you re sitting next to them, you have a few minutes, and they say, what do you do?
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How would you characterize it?
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Sure, it s all about communication.
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So my clients are working mostly in Europe,
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where there s a lot of small together and the common language, the lingua franca, as we say, is English.
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It s the language of business.
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And so they have to communicate with each other.
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And really what I try to do is make that as easy as possible.
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So I look at how are they already using English?
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What things do they need it?
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And where s the gap between what they know now and where they need to be?
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And then I come in and have a really customized solution for each either individual on how we re going to get there.
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What specifically do they need to train and what are the most effective methods to get them to.
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Very good.
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So here, I m going to jump right in, Bill, if I can, with the advice part.
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OK, so you re going to hear this in the other episodes, a similar theme here.
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So you have a really good, you re a really good communicator, just overall.
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You re just very concise with your language.
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And so what I look for more of here is more of the actual story of the compelling reason why I should be better at speaking English.
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It s one thing just to think, boy, I just need to sharpen my skills speaking English.
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What s more important, though, is if I m in a competitive selling situation, and I m a German-based company, and I m competing against a US company and a British company, that if my English is tip-top shape, that it doesn t become an issue in the sales process for me.
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However, if I struggle with my English a little bit, it just becomes a hindrance.
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We did a podcast a few weeks ago about friction.
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It can become a point of friction.
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So tell me, not now, but think about the story behind what s the compelling reason that I d want to better my English?
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How does my life as a business person get better off when I do that specifically?
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Do you have anything that pops into your mind when you hear Brian ask that?
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Yeah, exactly.
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That does put it in a better perspective.
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Thinking about the communication breakdowns that can happen between companies that can break on a negotiation or make a meeting ineffective.
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There s all kinds of things that
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Yeah, my clients tell me if they could do better, they would have such a big impact on their business.
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So yeah, that makes a lot of sense.
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Yeah, you need to figure out a way.
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I wrote down so that.
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I help you improve your English so that dot, dot, dot.
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So that what?
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So that no more will you be in a negotiation and feel like you lost it because you couldn t speak well enough or no longer will you feel ashamed at the quality of your English.
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Whatever that so that is.
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And if you go down the path of, I help you do this so that, you re going to come up with five, seven, 10 things.
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Then you have a, now you re starting to hone in on a message.
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And then it becomes all about the customer, as Brian said, and the mission that you have to help your customer versus your procedures and your processes and your sequence and whether it s an afternoon or morning.
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You want to get out of that.
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You want to get them to say, I don t care what it s going to take, Sherry.
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I need you to help me so that I can continue to grow my business.
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and help my English, so.
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Beautiful.
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That s good.
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Okay.
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What s next?
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Yeah, next we re looking, do you want to go to our web page?
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Web page it is.
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We re looking at your web page, and we see that your husband designed it, and so anything that we would say probably will offend him, so if he s okay with this.
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A, you got to have a web page.
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You got to have a web page and you do.
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It s okay.
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To me, I like your about page because that s where I saw the video.
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Yep.
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And I thought the video, you really, you need to use more video sharing.
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All video.
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All video.
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All video is a strong word.
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You have a, yeah, but.
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A lot.
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You have a really good way.
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about you on camera, and you need to leverage that talent to the nth degree.
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And if you don t, you ll pay the price.
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This is a pot of gold sitting there for you.
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If you could do more video and even get better at it, communicate the way you do, there s a pot of gold out there.
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But if you re self-conscious about, oh, I thought there was a video on your About page.
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Oh, it was the Business Boost Week.
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Business English Boost Week, sorry.
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Have a video on your about page, too.
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Yep.
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And in these videos, Sherry, as far as content, because I double-stamped, triple-stamped what Bill said, your presence on video is really strong.
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And so as you re looking for anywhere that you ve got things typewritten, tell a story or put a video behind there, specifically on the things we talked about a minute ago.
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So why should I care?
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So if I m in Germany, I m a German
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the native, why should I care that my English is better?
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Why you should care and then tell a story about what happened to either one of your clients or someone that you knew where it failed.
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So the negotiation failed, they lost the deal.
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And they re like, oh my gosh, I lost that partially because my English was not where it needs to be.
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And I called Sherry and now it s better, right?
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And you can tell that story, right?
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And tell it in these places and then tell them what it s like after the fact.
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So then have them tell another story.
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I was working with this client.
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They sell this they re an engineering firm.
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They were doing a deal in Dubai and boom boom boom and because their English was so sharp They got the deal right make this the story as specific as possible all in video for you.
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I think good.
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That s very good.
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Yeah Why do you do these in English and not in German?
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one reason my German is good to communicate but I only learned it when I arrived in Germany a few years ago and
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And so I m a bit self-conscious about making mistakes that are gonna be forever immortalized in video.
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But that is a long-term goal that I d like to train and get really, really, really fluent in German so that I can produce completely correct videos.
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The other reason is that most of my clients are, I focus on intermediate and advanced English-speaking clients.
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It s my preferred people to work with.
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And so the English videos are usually
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usually fine for that, I think.
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But maybe you would disagree.
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I don t know.
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Yeah, maybe a version.
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Like one, in a video that you nail, you re like, OK, that was really good.
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My German was super sharp there in that one.
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Just the accent was great.
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Everything in flexion was great.
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I think it makes people feel welcome, like part of the thing.
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So that s just an idea.
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Yeah, yeah, yeah.
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I don t know.
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I don t know how important it is that you speak German fluently.
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I think the video has to be in German, so maybe you could find some other person who has a voice similar to yours.
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You re not going to lie about it and have them say they re you, but I don t think this has to be you looking into the camera.
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It could be B-roll.
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I mean, you could create some kind of really cool little one or two minute video with somebody else doing it.
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So this idea, you don t know German, well, okay.
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So we ll find somebody who does, and we ll let them be the spokesperson for you.
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Because I don t think it s important you know German, I think it s important that German be somewhere on this website so that people can listen in their own language.
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That would be my thing.
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I also think you should do some kind of a tip.
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a tip series, and maybe your husband can create some kind of a front page where you offer three tips or five tips or a three-part video series or something for the person who is considering working with you.
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and you might say, well, I don t wanna give away the farm.
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Well, of course, you don t wanna give it away, but I m sure there are, if you re doing five-day workshops or four-day workshops, I would imagine there s three little elements you could pull out of those five days and put on a video series and make people sign up for it and get their email address.
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It could be a booklet, it could be some kind of checklist, but you re so good on video, I would do a video series, and just here are three things you need to keep in mind and make, it s one per video,
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And now you re getting some, because you want people s email address when they see what you can do for them.
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And so that s how I would capture it, is through a little small, short tutorial.
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I agree.
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And keep it really simple on that thing.
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A minute and a half, two minute video sort of thing.
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Real simple tip they can implement.
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It s not too hard to understand.
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And just make sure you re
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online persona be valuable to them, as opposed to just informative.
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It s valuable.
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There s a big difference between those two things.
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Make your online persona valuable.
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And here, we re just more informative than anything else.
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Do you want to talk a little bit more about our website, or do you want to move to the LinkedIn?
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SPEAKER_01
I m good on that.
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Let s move to the LinkedIn if we can.
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LinkedIn page.
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Oh, I know one thing on your contact page while you re while you have the camera out on the website Yeah on the website I think you should film a little short video for your contact page Because that s the moment where people are at the point where they re deciding do I put in my email address?
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I don t really know what s going to happen.
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I
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And that s where you should shoot a video that says, hi, my name s Sherry Williams.
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I appreciate you being interested in my business.
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Let me tell you what s going to happen.
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Put in your email address and name.
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I ll reach out to you in the next couple of weeks and talk about what you re looking to accomplish.
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So once again, it s helping them know what s going to happen.
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You re in the communication business here.
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You ve got to help people know exactly what s going to happen next.
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Or they ll go to the contact page and then they ll escape from it.
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So a little short video there.
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Das is gut.
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That s very good.
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We re going to your LinkedIn page, that s Williams Sherry, S-H-E-R-R-I, if those of you, those listeners want to check it out.
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Tell us what your strategy is here on your LinkedIn page.
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SPEAKER_00
Yeah, so LinkedIn is more North American based.
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Here in Germany, we have another website called Sing, which most of the German people are using.
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SPEAKER_00
So the LinkedIn, I ve mostly focused on
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language service providers, and other English training professionals.
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SPEAKER_00
So it s more of a networking with other professionals in the industry, as opposed to attract clients.
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SPEAKER_00
Gotcha.
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SPEAKER_00
Because clients usually connect with me on the German page.
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SPEAKER_00
Yeah.
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SPEAKER_02
Did you give us that page?
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SPEAKER_02
What is it called, the German one?
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What s it called again?
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SPEAKER_00
It s called Xing, X-I-N-G.
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X-I-N-G.
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SPEAKER_02
For a better working life.
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X-I-N-G.
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1
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SPEAKER_00
English training industry, not so much clients.
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SPEAKER_00
I m having a bit of difficulty finding clients online because Germans aren t on the sites that I know from the US, so I m finding it a little bit hard to find clients.
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SPEAKER_01
So let s talk about client acquisition here.
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What have you done that s worked in the pursuit of clients?
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SPEAKER_00
Essentially what I ve found has worked for me so far is networking through other
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There are teachers that I know that already have connections to different companies.
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I m having trouble finding people online.
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SPEAKER_00
I have done things like gone to a TEDx event and then tried to contact the people that were attending the event as well.
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SPEAKER_00
Yeah, that s what I ve basically done so far.
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SPEAKER_02
OK, that s good.
1
SPEAKER_02
I m a fan of you using leveraged networks, for sure, to try to connect with people.
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All of these tools, Zing and LinkedIn, all they are is extensions of the same thing.
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SPEAKER_02
So to me, these are the exact same things, OK?
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This becomes your calling card.
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SPEAKER_02
This is, to me, business card of the 2020s.
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SPEAKER_02
So no longer do we use business cards.
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Now we say, hey, are you on LinkedIn?
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Let s just connect there.
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SPEAKER_02
So I get to know you better here.
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So I would encourage you to try to send people here.
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But you ve just got to make sure that if you re sending people here that it looks the way you want it to look when you re meeting with them and interacting with them.
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SPEAKER_02
To the website?
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SPEAKER_02
To a website?
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SPEAKER_01
Well, both.
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LinkedIn and the website.
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SPEAKER_02
All the above ends.
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SPEAKER_02
Yeah.
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SPEAKER_02
Yes.
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Yeah.
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SPEAKER_02
Yeah, and so what you want to do, because there s clearly, like you said, it seems like that you re sort of an introverted marketer.
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That s a word I just made up.
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What I mean by that is you re networking within your industry with other providers and other English teachers and things like that.
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And so I m going to encourage you to be an extroverted marketer here.
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an extroverted networker, which sounds counterintuitive, that s what it is, to start to dig into the, like you need to connect with all the German VPs of sales you can, because those people are interacting in negotiations, and what you do can greatly enhance their ability to differentiate themselves in a negotiation like that.
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Make sense?
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SPEAKER_00
Mm-hmm.
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Yeah, definitely.
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How do you find these people or companies?
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That s the question.
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Well, I would do it through Zing or through LinkedIn.
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I don t know if German VPs
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if sales are on LinkedIn, I assume they are if they re doing business in the US, but that s where I would find them.
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But here s what, this is the power of the web, is that if in fact Brian s right, and the German VP of sales, of which there s probably, what, 1,500 people, if they truly are your prospect, then you have to create something for them.
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And you might even call it the VP of sales guide to speaking better English and negotiating better deals or something like that.
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You have to really hit them where they are.
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Because when you go out to the market, somebody that doesn t even know who you are, who Sherry Williams is,
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And you contact this VP of sales, Brian Neal, and you say, Brian, I d love to teach your people how to speak English better.
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That s not going to have as good of an impact as if you said, Brian, I just created this very short video series on how your people can be better at speaking English.
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I m going to send you a link.
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I d love to hear what you thought about it.
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Now you re speaking directly to them.
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And you can t do that for every niche.
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Like if you have 17 different niches, you re not going to do a different.
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But VP of sales, I think, if in fact that is a good target area, that would be a great thing to do.
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But we have to think differently about our markets.
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I don t think we send one message to the entire market because their worlds are all different.
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A VP of sales is going to be interested in different things than a VP of HR.
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And so you ve got to hit them where they are.
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And I think you could probably create a little three-part short video series just for them.
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So that way, when you re networking, you send them there instead of trying to talk them into buying from you.
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I just did a search while we re talking on LinkedIn on my own connections.
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I looked for people, I just typed in VP of Sales is the title, then I did my little location filter and typed in Germany, and there s 17,459 results.
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Now that doesn t mean they re all VPs of Sales, but as I just scroll the first part here, here s the VP of Sales and Marketing who works at Passau area, Germany.
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Darius Heissig, Frankfurt area, VP of sales at EMEA at COFAX, on and on and on.
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So they re here.
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Now, they may not be active, but they re here.
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They re all right here.
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I can see them.
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They re right in front of me now.
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I agree.
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And you only need a few.
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As an individual deliverer, you need four or five.
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You don t need 17,000.
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And so to Bill s point, what you do is, so I just found them all.
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Now what you can do then is connect with them on here and then forward them the link that Bill s talking about that says, hey, here s a little bit about who I am and how I help sales leaders sharpen the skills of themselves and their sales team so they don t lose deals and negotiation based on language.
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Something like that.
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Just exactly what he said.
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Go back and listen to this when it s published.
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He just gave you the script for that LinkedIn or Zing introduction.
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Okay, are you good?
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Are we getting somewhere, Sherry?
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Are these good ideas, or have you fallen asleep?
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SPEAKER_00
Yeah, yeah, no, that s awesome.
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I m wondering, do you think I should then focus on a few of these kind of niche markets?
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and go for that?
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Because in theory, I could teach any business professional, which is a really long market.
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That s the problem.
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So should I focus on a few to begin with?
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Yes.
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Absolutely resounding yes.
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You have to pick a couple of niches within this, whether it s project managers, VPs of sales, salespeople.
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That, to me, would be the obvious one, because they re trying to get deals.
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Communication.
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Yeah, communication around negotiation.
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And you have a specialization, or as you would say, a specialization, right, in Canada?
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specialization in that.
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Spun with an S. So that makes it easier to buy and easier to sell.
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It doesn t mean you turn a deal down where someone says, hey, can you work with my accounting staff too?
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The answer is, yeah, sure I can.
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It just helps you go find people online, which is what you told us is one of your problems right now.
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Yeah, I like the networking idea.
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I think the networking thing still works, and I know Brian s big on the networking, and I think that s good, but you do have to figure out a way to scale it a little bit so that when you re out talking to somebody and they say, yeah, you know what, I m kind of interested, we re kind of looking at that, then you have a place to send them where they can really
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capture and consume who you are and what you do and that s where your website comes in and go out and look at some individual websites and and Model yours based on somebody else s mate doesn t even have to be in the English training business But then go back to your husband and say we need to we need to boost this up It s it s a little Brian even said it s a little flat and that s the way I see it, too Just it just doesn t have much texture to it.
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It it doesn t speak who you are And I think that s what it needs to do
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Sherry Williams, you ve been a great guest and you ve been, hopefully we have helped you a little bit.
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If those of you who are listening and want to learn a little bit more about this personal brand makeover checklist, you can go to advancedsellingpodcast.com slash makeover and get your copy of it.
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There were 10 elements on it.
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We went through about three of them with Sherry, but there were six or seven more that we didn t get to.
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Sherry, once again, thanks for listening and thanks for volunteering to be in the barrel with us today.
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SPEAKER_00
Thanks so much.
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SPEAKER_00
It s been really helpful.
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SPEAKER_00
Excellent.
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Take care.
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SPEAKER_01
Bye-bye.
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SPEAKER_01
Well, Brian, that concluded our four-part personal brand makeover series.
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And do you think it was a success?
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I do think it was a success, number one, because we got through them all.
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Yeah.
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Nothing collapsed, other than the lamp falling in the studio on that one episode.
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That was OK.
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That was my fault.
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But I thought it was fantastic.
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Each time, one of the reasons I gauge them successful myself is because it makes me think about my own stuff.
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And what I m doing, I m like, oh, this is some good advice we re dispensing here.
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Well, I think it s one of those topics that we just haven t spent enough time on.
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We ve done periodic podcasts on it, but we really wanted to get into depth about it.
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We will be doing something like this again.
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Maybe not a four-part series, but we ll do some more this fall.
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But in the meantime, as Brian said, go to advancedsellingpodcast.com slash makeover to download the personal brand makeover checklist.
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You can either follow along or just give you some ideas on things you are doing or not doing and how to help you make over your brand.
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See you next time.