People pay attention to salespeople whom they believe have something important to say to them. That is the magic of positioning. How you, your product and your company are positioned all have a lot to do with how successfully, or unsuccessfully, your personal sales career will progress.

Several weeks ago I found myself at the intersection of Wendover Avenue and Route 40 in Greensboro. It was like being in Times Square in New York. Crowded and bustling…superstore after superstore. I was immediately attracted to my once-in-a-lifetime car in a foreign car dealership. It was gray…sporty…expensive…and I wanted it!

I decided to test drive my dream car. The test drive was nothing short of amazing. The car was great, but the attention I got from other drivers, pedestrians, shoppers and businesspeople was more astounding. Stares, thumbs-up, gawks, smiles, conversations and a sense of wonderment all came my way.

I was the same guy who, twenty minutes before, had driven through the same area in a much more mundane vehicle. What’s the point? This sports car had totally repositioned me in the eyes of everyone. I went from being part of the crowd to being the crowd pleaser in twenty minutes!

You need to understand how to position yourself (or reposition yourself) in the eyes of your customers. Perception is everything. How do you want to be perceived to your customers? As:

• An expert?
• An industry source of knowledge?
• A progressive problem solver?
• A source of positive results?
• An icon in your market?
• A bright, young superstar?
• A seasoned, knowledgeable veteran?

How do you go about this personal positioning makeover? The first step is to decide how you want to be positioned. One thing is clear, it is far better to be positioned above the crowd – or a least differentiated from the crowd – than it is to be one more face in the mist of vendors talking to your prospects or customers.

Once you have determined that, following the next four steps could be of great value to you:

• Examine your competition and determine how to be different. Define your "Unique Selling Position." Something that will clearly define you as "the only" or "the first" to deliver your specific product or service. For example, Domino’s was the first to guarantee 30 minute delivery. Could you be the only person or organization in your industry to offer a "free or better than money back guarantee" on what you offer? How about being the first to do it?

• Develop a strategy that will help define who you are and how you are different. A sports car helped to differentiate me from the crowd and, in many ways, created a persona that was, indeed, memorable.

• Remember, your positioning will be helped or hindered by everything you say or do. Examples? Your:
• Dress
• Conversation
• Personal habits
• Associates and friends
• Correspondence
• Punctuality
• Neatness

• Work hard to live, breathe, act and be the person you have decided to become. This persona will then define how you are perceived by your customers and prospects.

I did buy the sports car. But I don’t drive it during the week when I am calling on customers. It creates a different image. It’s my "weekend image." You know, the gray haired guy with the gray sports car! Give some careful consideration about how you want to be positioned in the minds of your customers and then go for it. You’ll be astounded at how well you will be received. And, remember, the primary perception you give will be the one that establishes or destroys your initial credibility. Then you must work hard to consistently deliver the results you have positioned yourself to deliver.