CHICAGO — The facility of non-public branding in relation to impacting an expert’s profession is changing into a scorching matter within the occasions trade, the place face-to-face and genuine interactions should not solely anticipated, however the norm.
A private model helps to ascertain credibility, showcases experience and will increase your publicity — so it comes as no shock that non-public branding will be a useful software to gross sales professionals within the occasions area.
To seek out out extra about how professionals can leverage their private model in gross sales, Commerce Present Government (TSE) talked with Richard Smith, Senior Gross sales Supervisor at Informa Markets — also referred to as “Mr. World of Concrete” on LinkedIn.
“Sales has always been a natural fit for me. Even in college, I was drawn to connecting with people, hearing their stories, and solving problems collaboratively. I thrive on helping others succeed, and sales provides the perfect platform to build relationships, make an impact, and deliver results,” Smith mentioned.
Why Private Branding Issues
Richard Smith, Senior Gross sales Supervisor at Informa Markets.
“In sales, trust is everything, and a personal brand helps you build that connection with your audience. My approach is rooted in the belief that people are looking to be educated, inspired, and entertained — and I approach my personal brand with those goals in mind. By establishing myself as a resource, I’m able to demonstrate the value I can bring to their business, all while creating relationships that go beyond a transactional level,” Smith mentioned.
Smith says he has at all times introduced an enthusiastic, people-first strategy to his work, however he actually started honing in on his exterior and inside presence two years in the past by ramping up his LinkedIn exercise. That exercise led to him incomes the eye of consumers and colleagues, opening new doorways to connections and alternatives.
“My approach has continued to evolve as I’ve explored new tools and strategies to engage audiences. Internally, it’s helped me strengthen relationships within Informa, making me a more familiar face to colleagues across different teams,” Smith mentioned. “Externally, I continue to find new ways to use the tools on LinkedIn to engage my audiences and get in front of new audiences. I love that my enthusiasm for World of Concrete has earned me the nickname “Mr. World of Concrete” — a title I put on proudly!”
The way to Efficiently Make the most of LinkedIn — Internally and Externally
Consistency on LinkedIn is vital for constructing a robust model as a result of it retains an individual seen and related to their viewers, Smith says. He does this by posting commonly and sharing a wide range of content material together with his connections.
“In sales, relationships are everything, and LinkedIn lets me showcase who I am as a person, not just a salesperson. Sharing a mix of educational content, industry insights, and lighthearted posts lets me show people who I am at heart and creates a multi-dimensional presence that resonates with different audiences. I think that helps me stay top-of-mind and allows my customers and prospects to see me as someone who is both knowledgeable and approachable,” Smith mentioned.
One other software Smith leverages in his LinkedIn presence is asking his viewers inquiries to facilitate engagement and get insights.
“I learn the most when I ask for my audience’s opinions or insights on specific topics. Whether it’s discussing challenges or brainstorming solutions, the feedback I receive helps me better understand my customers’ needs and perspectives,” Smith mentioned. “I also believe that when individuals feel empowered to give their insight, it opens dialogue and encourages the community to come together, to ask questions, seek advice, and give insight to one another. These conversations build community and give me a clearer picture of how to support my customers effectively.”
Private Advantages
Richard Smith was acknowledged with the IAEE Excellent Advertising and marketing & Gross sales Award in 2024.
“The most rewarding aspect has been the connections I’ve made across the construction industry, the trade show industry and beyond. We are in the face-to-face business, and I feel very strongly that in-person connection is critical, but there is also tremendous power in building a brand online and establishing a broad professional network,” Smith mentioned. “Building that strong presence online has expanded my professional network and opened doors I couldn’t have imagined. It’s been incredible to see how my efforts on LinkedIn translate into real-world opportunities, and I’m grateful to be part of such a dynamic, supportive community.”
Exhausting-Earned Success
In 2024, Smith was acknowledged with the IAEE Excellent Advertising and marketing & Gross sales Award for his influence on World of Concrete. Final yr, he achieved a major firm milestone — promoting greater than any salesperson had ever offered within the historical past of the present — and surpassing the earlier yr’s record-breaking numbers by nearly $1 million, with 4.5 months nonetheless to go till the 2025 present opened.
“I am pleased to say, it was only up from there! I credit this success to my relentless work ethic — I will work harder than anyone else, my deep belief in the value of World of Concrete, and a strong focus on customer relationships,” Smith mentioned. “I also utilize LinkedIn as a 24/7 selling tool, engaging new audiences through the channel, which has definitely contributed to my success, and keeps things fun. Winning the IAEE Outstanding Marketing & Sales Award was an incredible honor. It’s humbling to be recognized for the hard work and dedication I pour into this role, and it motivates me to continue delivering for my customers and team.”
Commerce Information
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