In your world of selling copiers, you’re not just a salesperson—you are your own marketing department. Your dealership HAS a dedicated marketing team or is working with an external firm, yet the responsibility of how you present yourself and your brand falls on your worthy shoulders. Marketing departments are valuable, no doubt, and they provide essential tools like templates, Pantone guidelines, and sometimes content that you must use. But when it comes to closing deals, the marketing department isn’t sitting next to you. They haven’t logged miles and worn shoe leather to get to the table. It is you sitting across from the decision-maker. It’s you who hears the word “no,” and if you don’t make your quota, it’s you who doesn’t get paid. Meanwhile, the marketing department still collects duckets. Not a gripe, just an observation.
Taking control of your marketing
So, what can you do to market yourself effectively while aligning with your dealership’s brand? Here are a few steps to ensure you are not just a copier person, but a well-rounded professional who knows how to solve business problems and works with the best in the business.
1. Leverage LinkedIn
LinkedIn is non-negotiable in today’s sales environment. Even if some of your prospects aren’t on LinkedIn, many are — especially those higher up the chain. As you move toward more complex B2B solutions, you can bet they’ll look you up on LinkedIn after your first call or meeting. They’ll want to know who you are, who you work for, why you do what you do, what you’ve done in the past.
Your LinkedIn profile is your responsibility, not the marketing department’s. It’s up to you to shape and control. Here are three quick tips:
- Your profile, your brand: Don’t use your dealership’s or OEM’s logos as your LinkedIn background. Unless they are paying for your account, your profile should spotlight you, not just the company you work for.
- Professional headshot: A professional headshot is essential. Today, you can easily get a high-quality, AI-generated headshot that looks polished and professional.
- Content creation: This may be the challenge of the decade for salespeople. I know the intimidation of a blank screen. But you MUST convey a story of success and post it digitally. Four hundred words – not much, but enough.
2. Craft your story
Your dealership has its story, but what’s yours? How do you fit into your company’s mission, and how does your personal journey enhance the value you bring to your clients?
Developing your personal narrative is not just about what your dealership offers but about how you embody and execute that mission solving business problems for your customers.
If you’re new to the industry, position yourself as fresh, innovative, and eager to bring new ideas to the table, just like your organization has done for hundreds of companies. If you’re a seasoned professional, align your experience and values with those of your dealership; proven, mature, time tested.
3. Embrace artificial intelligence and large language models (LLMs)
You’ve heard that AI and LLMs are game-changers for sales professionals – it’s true. In the past, marketing departments controlled all aspects of branding, from color choices to your follow-up emails. Today, you have access to tools that provide insights and knowledge at your fingertips.
Use AI tools not to generate mass emails, but to deepen your understanding of your prospects’ industries and challenges. For instance, if you come across a company you’re unfamiliar with, a quick AI-assisted query provides you with relevant industry insights, helping you tailor your approach and demonstrate a deeper understanding of their needs.
You don’t need to take a course on AI to start benefiting from these tools. Simply start asking questions—about your industry, your prospects, or how you can leverage these tools to improve your sales strategy. Ask the LLM, “How can I use an LLM to help me sell more copiers.”
Summary: your marketing, your responsibility
The marketing department is there to support you, but the ultimate responsibility for how you present yourself and your brand lies with you. By using tools like LinkedIn, crafting your personal story, and embracing new AI tech, you elevate your game and set yourself as an original in the world of copiers.
You are in command of how you present yourself to the world. Take control, tell your story, and sell with confidence.
Greg Walters
is an entrepreneur and founder of the notorious destination site TheDeathOfTheCopier, where he comments on all things imaging, the rise of managed services and the advance of business technology. A prolific writer and frequent speaker, Greg shares his passionate, unique – and often provocative – view of technology and people, addressing the impact of digital on 21st century business. His 2014 book, Death Of The Copier, offers a controversial summary of the early days of Managed Print Services and the not-so-distant future of the hard copy industry. Reach out to Greg at greg@grwalters.com.