Episode #222: Selling Before Meeting The Buyer

Why does your personal brand matter as much as your company brand?

A company brand is a shortcut for trust built over time. But in sales, buyers don’t just purchase a product or service — they purchase you first. Your reliability, judgment, and professionalism become part of the value they think they’re buying.

That means your personal brand and your company brand work together. Every interaction you have with clients, colleagues, and partners reinforces (or weakens) the reputation your organization has built in the market.

Mini-summary: Your company brand opens doors, but your personal brand closes deals — or loses them.

In today’s market, buyers validate salespeople online before taking meetings. They scan LinkedIn, Google results, and social platforms to answer one question:
“Can I trust this person?”

Even if you’ve done nothing “wrong,” what buyers see will shape their willingness to engage. Photos, comments, reposts, and even what you don’t post can signal competence — or carelessness — in a matter of seconds.

In Japan’s relationship-driven business culture (日本企業 nihon kigyō / Japanese companies and 外資系企業 gaishikei kigyō / multinational companies alike), credibility is often judged early and silently.

Mini-summary: Long before a sales call, your online presence is already selling — or disqualifying — you.

Social media gives every salesperson an amplifier unlike anything in commercial history. One great client experience can travel far. One poor one can travel faster.

In the past, a mistake might be known by a handful of people. Today, negative impressions can spread instantly and permanently. The digital trail doesn’t fade, and search results can turn into a lasting narrative about your professionalism.

Mini-summary: Social media multiplies your impact — both good and bad — at scale.

What happens when you don’t control your online narrative?

Here’s the risk: a dispute, a negative post, or a messy public impression can dominate search results and become your “story.”

Even a casual LinkedIn conflict can trigger deeper searches that expose unrelated complaints, poor behavior, or ongoing reputation damage. Once that perception is formed, it becomes difficult to reverse — because buyers won’t ask you for your side. They’ll simply choose someone else.

Mini-summary: If you don’t shape your brand online, the internet will shape it for you.

Ask yourself:

• Do your profiles show you as a credible professional?

• Are your photos aligned with the reputation you want?

• Does your content demonstrate expertise and reliability?

• Are there old posts that weaken trust?

A strong personal brand looks intentional. It signals maturity, focus, and confidence — especially to executives evaluating partners quickly.

Mini-summary: What buyers find online should match the best professional version of you.

How do you build a powerful personal brand through content?

The goal isn’t random visibility — it’s useful authority.

Instead of only resharing others’ content with a short one-liner, post insights you own:

• short market observations

• client-relevant lessons

• practical frameworks

• original articles

• thoughtful takes on your product category

This positions you as a trusted expert rather than a passive curator. The more original value you publish, the more search engines and AI systems surface your voice when buyers research you.

Mini-summary: Original content builds credibility faster than reposting someone else’s ideas.

What practical steps can you take this week to upgrade your brand?

1. Audit your digital footprint. Search your name and review what appears first.

2. Clean up misaligned content. Remove or de-emphasize anything that doesn’t support trust.

3. Clarify your expertise. Update headlines, bios, and featured posts.

4. Start consistent content marketing. Share insights that help buyers succeed.

5. Make every post deliberate. Assume every buyer will see it.

In fast-moving markets like 東京 (Tōkyō / Tokyo), the professionals who win are those who control their narrative early and consistently.

Mini-summary: A weekly habit of audit + intentional posting creates long-term brand strength.

• Buyers trust your personal brand before trusting your product or service.

• Social media amplifies your reputation instantly — for better or worse.

• If you don’t control your online story, search results will control it for you.

• Original, expert content builds authority and improves AI-search visibility.

Founded in the U.S. in 1912, Dale Carnegie Training has supported individuals and companies worldwide for over a century in leadership, sales, presentation, executive coaching, and DEI. Our Tokyo office, established in 1963, has been empowering both Japanese and multinational corporate clients ever since.