On Sale Now with a Lemon-Fresh Scent

Selling yourself is no walk in the park. If you don't believe me, just check out the number of laundry detergents on your average supermarket shelf. Between the lemon-fresh scent, the color-safe bleach, and the new-and-improved formula, these poor guys are fighting for your attention, day after day. Since there are so many detergents out there, companies that sell it develop deliberate strategies to grab your attention and entice you to buy their product. And while you may be a sucker for a cute red bottle or for lemon-fresh scent, truly successful companies know that the only way to your wallet is by demonstrating to you, over and over, that their product is somehow different and better than the others.

While you may be lacking occasionally in lemon-fresh scent, you may have more in common with your average bottle of laundry detergent than you think. Like the soap left on the shelf, you've been overlooked and under-appreciated at work, while some of your coworkers seem to reap the glory, promotions, and praise from the boss. What gives?

Like it or not, those sickeningly successful coworkers of yours have learned how to sell themselves. They've studied at Madison Avenue U. and know that advertising and self-promotion can be smart strategies to use on the job in order to get the cool project or deserved raise. In short, they've figured out that great products simply do not sell themselves. At school, an 'A' from the teacher practically guaranteed a moment in the spotlight (or at least some recognition for your hard work and efforts), but office life simply doesn't work that way.

Now, don't get the wrong idea -- selling yourself at work isn't about developing a new personality or being untrue to who you are; instead, think of it as employing some simple, sincere tactics so that others will be more aware of your already terrific self. As you consider the selling tips below, keep in mind the key ingredient to selling yourself: self-confidence! In the end, it's a good old-fashioned sense of self-worth that saves the day. Doing a good job at work, helping out a coworker, or volunteering for a project are easy, effective ways to build confidence and belief in yourself. And it's easy to sell something you believe in, right?

Selling Tip #1: Know Your Customer

If you have to sell a product, the more information you can gather about your potential customers, the better. For example, athletic males might drink Gatorade; a health-conscious woman at the gym chooses Evian to quench her thirst. Well, now you're the product and the question is, Who is your customer, and what does he or she value?

Because you can't be all things to all people (just as Gatorade isn't a product that's right for everyone), determine your target market, those specific individuals at work that most closely influence your career, such as your direct supervisor, your boss's boss, the office manager, and so on.

Now, figure out what really makes these folks tick. Your boss may freak out if you're late, while your boss's boss may only care whether you've met this month's sales goals. Spend some time studying your target-market members: How do they dress? Who are their friends at work? What do others have to say about them? You may want to select aspects of your target that you admire -- like the terrific confidence of your manager or the creative way your coworker delivers presentations -- and consider modeling their behavior in a way that feels natural to you. After all, it's probably qualities like these that helped them sell themselves when they were starting on the job.

Selling Tip #2: Conduct Market Research

Maybe you've completed a survey about a product you purchased or submitted a suggestion to a company on its Web site. Whatever the case, you've offered some valuable information to a company, enabling it to do a better job -- like serving you -- in the long run. Unfortunately, taking a public-opinion poll about how others view you isn't nearly as easy, and it's probably not recommended.

Instead, ask a few trusted coworkers about your work style. What do they like best about your working style? If they had to change one thing about you at work, what would it be and why? Keep in mind that most people aren't comfortable delivering feedback directly, so you'll have to rely on subtler cues from your higher-ups. Stay on the same page with these folks by using good communication skills: send your boss an e-mail each week updating him on your accomplishments, or repeat (in writing) his instructions to you about something if you're uncertain. Don't worry about looking too brown-nosy here; chances are your boss will be impressed with your initiative and see that you're plugging away.

Selling Tip #3: Advertise!

This selling tip involves one simple concept: get your product out there! In order for people to buy what you're selling, they've got to know you exist and be reminded of this fact. In order to raise your profile, consider joining a committee at work (how about organizing the fall blood drive or the spring softball team?) or writing the office newsletter. Volunteer at the next big event, or invite your boss out to lunch. Create opportunities to (1) meet new people within the office and (2) demonstrate your skills and competencies on the job. Give people the chance to see you in action and they'll remember you long after the softball team wins the big game.

Sure, there's a little schmooze and gloss involved here, but selling yourself isn't about fancy gimmicks or slick promotions. More accurately, it requires taking some risks and above all being persistent and true to yourself in the process. Now get out there and show your stuff!

About Elizabeth Freedman & Company:

Elizabeth Freedman, MBA, is an award-winning speaker and humorist. As a management consultant and former MBA Marketing lecturer, Elizabeth combines her business and theatre backgrounds to help organizations and individuals take intelligent risks to connect with customers, employees, and themselves. Knowing the importance of integrating these tools into our lives from the beginning of our careers, Elizabeth has also created a series of programs specifically designed for students. To learn more about Elizabeth Freedman & Company, please visit us online at http://www.elizabethfreedman.com.