This is the third installment in our continuing series on how I get started with a client. These questions help clients understand where they should target their marketing efforts.
The next area of focus is strong personal brand. There are some products that sell themselves. For the rest of us, we have to sell our products and services. When people buy, they buy us first, and then what we are selling. With that in mind, your prospect needs to consider you an expert in your field – someone who knows what they are talking about and can be trusted to produce. But you can’t be in every right place at every right time, right?
For some people, there is the added challenge of working for a large company with many people who do what you do. Insurance reps, realtors, financial service providers, etc. are often working the same area as their coworkers. So now, you have to work within your company brand and convince someone that you are the best choice at your firm without putting down anyone else at your firm. That is a pretty tall order!
The best way to manage both of these issues is to have a strong personal brand. If people can find you quickly, easily and in a way that shows you are an expert, you don’t have to sell as hard. The person can accept you as that expert.
So how do you get recognized as an expert? First, you have to know where your customers are looking. If they look on the web, you need to be sure your online presence reflects your expert status. LinkedIn is the first place to start as you get the opportunity to use your profile to explain how you got where you are. Nothing says “expert†like relevant experience!
In addition to LinkedIn, clients should be able to find you easily. Complete profiles and establish your online reputation so that you control it (See Own the Information About You for more information).
If your clients aren’t on line, think about where they will see your information and REMEMBER it. An ad in the local paper won’t work if people don’t read it and remember it when they need you. Sometimes you have to offer to speak, provide content or do something else to be seen as an expert in your field.
Building your personal brand is an important part of how to make sure people come to YOU when they need your help instead of you having to always find them. Our next installment will be about an Established Need vs. a Time-Based Need.
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