Which is More Valuable, Your Brand or Your Accounts?

Let’s face it, we salespeople have a tendency to be nomadic. Really good salespeople are in constant demand and that includes fielding offers from competitors. Other salespeople … well, they may also be nomadic but, not necessarily by choice.

While I am not a particular fan of non-competes, I also recognize that my existing accounts were created by a team effort by both me and my employer. Therefore, I made it a personal decision that, whenever I did make a move, my accounts did not go with me. If you are changing industries, this will likely be a non-issue.

However, as opposed to bringing an account list to a new employer, what is the value of bringing your existing brand (along with your demonstrated and recognized expertise) and your network? More importantly, what is the worth of both your brand and your network if you have the ability to build each with your new employer?

B.Y.O.A

Bring Your Own Accounts … Naturally, there is the potential sweetness of immediate business. On the other hand, don’t be that surprised when you find out that certain accounts may actually be doing business with your former employer because they value the relationship with that company perhaps more than they do the one that they had with you. Ouch!

Bringing your own accounts is a one-shot, one-time, deal. Sure, they can pay long-term dividends in terms of business and referralshowever, this assumes that they are repeat-business types of accounts. As far as referrals go, what prevents you from generating these from your former accounts? Nothing. You will still be expected to generate new business and from new accounts. With the exception of referrals, what do your existing accounts contribute to your ability to secure new customers?

B.Y.O.B

Bring Your Own Brand … “I can’t bring you any accounts but, I can bring … this and I know how to use and to expand it!” You then proceed to roll out your LinkedIn, Twitter, Facebook, and Google+ connections along with your rockin’ blog and newsletter mailing list. Watch as their eyes expand. Read on at Maximize Social Business …

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Craig M. Jamieson

Managing Member at Adaptive Business Services

Craig M. Jamieson is a lifelong B2B salesperson, manager, owner, and a networking enthusiast. Adaptive Business Services provides solutions related to the sales professional. We are a Nimble CRM Solution Partner. Craig also conducts training and workshops primarily in social selling and communication skills. Craig is also the author of "The Small Business' Guide to Social CRM", now available on Amazon!