branding efforts. They know what she’s
about and the value she brings.
“My branding is filtering out the
people who won’t pay the rate,” she says.
“By the time we meet, my branding has
already done most of the job for me.”
Stuart Gray:
Blue Collar Sales Guy
Stuart Gray’s career started in the
‘70s selling newspapers. Eventually,
he moved into the hospitality industry
and began to teach others how to sell.
In 2005, Gray left the corporate world
and launched Blue Collar Sales Guys,
which is based in Minnesota.
“The original goal was to create
a traveling road show that we could
take through the upper Midwest,” he
explains. An RV enabled him to do a lot
of speaking without having to fly. Plus,
it was a branding opportunity.
When you see Gray’s RV, two words
jump out: “Up Yours!” The full phrase
is: “Sales: Up Yours!” (Translation:
Increase your sales.)
“I’m a native New Yorker, and I
speak from my heart,” he says. “Some
people can deal with it, but some can’t.
As a speaker, I know I’ve crossed the
line. I’ve offended people. But I also
know I get the learning through.”
Tired of typical sales seminars,
Gray and his partner didn’t want
to talk about sales theories in their
presentations. Instead, they present
easy-to-use techniques in a fun,
engaging way.
The Blue Collar brand, Gray says,
revolves around key attributes: challenging, edgy, direct, assertive, fun, interactive
and the permission to play.
Business Card,
Beer Coaster or Both?
When you meet Gray or see him on
stage, it’s clear he’s different. And that’s
exactly what he wants.
“The reason people are speakers is
because they have their own beliefs,”
he says.
“Everybody gets to apply their
own passion, personal interest and
creativity.”
He wears Dockers or jeans, denim
shirts or bowling shirts.
“I’m very casual, yet professional,”
he notes.
On stage, the interactive element is
critical. At the beginning of a presentation, he passes out toilet paper.
“It’s our 3x5 card,” Gray says.
“Then, we have people write down
three things that are in their way
of success in sales.” A toilet sits on
stage, and he asks attendees to “flush
their crap.”
Stage backdrops are supported by
PVC pipe. A chalkboard replaces flip-
charts and PowerPoint®. At the end of a
Checklist: Do the following touch
points reflect your brand?
;Business cards
;web site
;Blog
;Facebook fan page
;Twitter background
;Voicemail greeting
;Signage
;Trade-show booth
;Brochures and other collateral
;powerpoint presentations
;proposal templates
;Stationery and envelopes
;Gift packaging
;print, radio and television ads
;print and e-mail newsletters
;invoice
