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Imagine you've just built a sleek, high-performance sports car. It's got a custom paint job that turns heads, and under the hood, there's an engine that purrs like a dream. But here's the catch: you've forgotten to add the fuel lines. That beauty? It's not going anywhere.
That's what having a killer personal brand without a sales strategy feels like.
You've got all the eye-catching components, but you're missing the connections that actually make things move.
Sound familiar? If you've invested in building a great personal brand, but the leads aren't exactly racing towards you, you're not alone.
The good news is you can pop the hood and get that engine roaring with a little strategy and elbow grease.
The Hard Truth About Personal Branding
Developing your personal brand isn't going to magically fill up your bank account. You might see companies out there promising to "build B2B personal brands that drive revenue," but the reality is more complex. It's not just about the brand—it's about how that brand fits into the larger machinery of your business. You need to have other systems in place to make your business of one function smoothly.
The Four Pillars of Your Business of One
1. Brand (The Bodywork)
2. Business Model (The Engine)
3. Sales Process (The Drivetrain)
4. Brand Activation (The Fuel)
These four elements are deeply interconnected, just like the systems in a well-oiled machine. Your brand supports your business model, which powers your sales process and determines how you activate your brand. Let's break these down:
1. Brand
Your brand isn't just about looking pretty on LinkedIn (or X, email, Instagram, etc). It's a conversion tool. It's what makes people say, "I want to work with you" instead of your competitor.
It gives vital insight into who you are, what you’re about, and the kind of world you’re working to create. It helps like-minded individuals and companies connect with you over shared values, ideas, and goals. It can also spur the emotional reaction that ultimately nets a sale. But you need to ensure there’s something of value happening beneath the hood.
2. Business Model
Don't fall into the trap of thinking you'll miraculously post content and land $25,000 speaking gigs. It doesn't work like that. You need to determine what you’re selling, who it’s benefiting, and how you’re delivering it to them. And even when you’re a business of one, the answer can’t just be you. Or rather, you must decide which parts of yourself are actually on offer.
Ask yourself:
Are you selling a product or service?
Is it a one-time deal, recurring, or on retainer?
Is it high-ticket or low-ticket, or are you offering multiple options with different price points?
Is your business model sustainable? If not, how must it be adjusted?
3. Sales Process
This is where the rubber meets the road. You need a means of selling what you’ve got and your brand alone doesn’t do this part—it must join forces with your business model and sales strategy. Here's what you need:
Ideal customer profile: Who are you trying to reach? Why is your product or service the best fit for them?
Outreach strategy: How will you connect with people who may be interested in what you have to offer?
Scripts: What will you say to potential customers as they enter and proceed through your funnel?
Bottom-of funnel-process: What happens as they get serious about buying from you? (proposals, follow-ups)
Lead tracking system: How will you know where they are in the funnel?
Proposal Process: Do you send a blanket proposal? Or do you put thought into what you write and how you send it? That may depend on what exactly you’re offering and how much of yourself you’re putting on the table with each sale.
Keep in mind that high-ticket offerings will almost always be harder to sell than lower-ticket options. They’ll want to see that they’re going to get what they paid for, particularly if the offering feels expensive to them. Be prepared to do more hand-holding and personal follow-up with these folks.
Here’s a two-meeting strategy that’s served me well:
Meeting 1: The Relationship Builder
If you’re selling something big, don’t expect them to sign on the dotted line as soon as they show up at your front door (or vice versa). Consider that first meeting to be a relationship-building session, with the sole purpose of assessing their needs and determining if and how you can meet them.
Build rapport. Ask great questions. Show genuine interest and curiosity. This meeting is about them, and it should feel that way.
Make mental notes: Who do they know? What do they say? Could your product or service be a fit for them?
Figure out who to connect them to within your network. Who will add value to their world—and thus to your relationship?
Don’t sell unless they explicitly ask for your pitch.
Close things out with a promise to stay in touch and track and follow up accordingly.
Meeting 2: The Follow-Up
Follow up at regular intervals with a direct check-in (that’s why you’ve got a lead tracker.
But don’t waste their time; make sure you have a reason to reach out, and do it with their needs—not yours—in mind. Express genuine interest in what's going on in their world.
Mention any upcoming opportunities (retreats, coaching slots, etc.) if it seems like a good fit for them.
If they express interest, it could lead to a more intentional meeting about working together or making introductions.
As you share content and build trust in the market, this process will get easier.
4. Brand Activation: Bringing It All to Life
This is how you consistently show up in the market. It's your content strategy, your networking, your visibility plan. It's not sales, but it makes sales easier. You’re reminding them who you are and what you’re up to without constantly bugging them. That way, when they’re ready to buy from you, they know who you are, what you offer, and how you can best serve them.
Action Steps: Your Business of One Checklist
Now it’s time to put it all together. You can use this checklist to make sure you’re building a well-oiled machine.
Define Your Brand: What do you stand for? What's your unique value proposition? This article can help you answer these questions, among others.
Clarify Your Business Model: What exactly are you selling, and at what price point?
Build Your Sales Process: Who are your best customers? Where do they hang out? How will you reach them?
Activate Your Brand: Develop a consistent content strategy and visibility plan.
Finally, Master the Two-Meeting Strategy: Practice building relationships first, then following up strategically. Remember, success in this game isn't just about hustle. It's about strategy, consistency, and bringing all these pieces together in a congruent manner.
A Final Word on ROI
I've seen a lot of frustration from clients who expect their business to go from 0 to 60 as soon as their new website goes live or their first LinkedIn post gets published. People often expect a flood of followers and subscribers too. But that's not how it works. Ultimately, it’s consistency and quality that compounds.
Building a successful Business of One is more like fine-tuning a classic car than racing a dragster. Your brand is a powerful engine, yes, but it needs time to warm up. Your business model needs adjusting. Your sales process needs aligning. And your brand activation needs consistent fuel.
You're not just selling a product or service—you're selling a custom-built experience. Honing it will inevitably take trial, error, and repetition. So be patient, consistent, and, most importantly, strategic. Align these four pillars, and you'll build a business that not only looks good on the showroom floor but actually wins races.
Here's to your success,
Bryan
P.S. Feeling like you need a mechanic for your business of one? If you need help tuning up your engine, you know where to find me.
P.P.S: There’s so much happening for people we care about that I can’t help but share some updates from the Arcbound community.
Check out Dr. Sheila Gujrathi’s brilliant TEDx talk on harnessing the power of mirrors—people who reflect your personal and professional potential.
Read Dilan Gomih’s fantastic piece for the Harvard Kennedy School’s Leadership and Happiness Laboratory on “Reclaiming the Lost Lessons of Childhood to be Better Leaders.”
Looking for a one-stop shop for the best of self-help over the past century? Pick up Lodestar: Tapping Into the 10 Timeless PIllars of Success by Jim McCann and Dr. George S. Everly.
One of our own, Janine Lyman, lost everything in Hurricane Helene. You can help her rebuild her life and home here.
