Often times when we’re talking to a new potential client we’re focused on what our offer is and what might appeal to them. Often a key element that we leave out of the conversation is our positioning statement. Positioning is how the other person perceives you. If people perceive you as an expert or, at the very least a highly credible person, they will be much more likely to listen to what you have to offer. This is an extremely potent piece of marketing advice and it’s very, very simple to do.
For example, if I introduce myself to you as someone who can help you build your business you may think ‘ok that’s great but why should I listen to you?’ Of course you would say this in your head, and not out loud! But if I said to you “After 35 years of studying selling and personally mentoring over 3500 entrepreneurs, I have learned these 5 simple steps that will convert any prospect into a paying client”, would you be interested in finding out more? Positioning my years of experience could lead to more trust and credibility building than simply stating my offer.
Here are some questions that you can answer about yourself that can help build your “trustability factor” in the eyes of a prospective client:
- How many clients have you coached/worked with?
- How long have you been working in the field?
- Who are you friends with or who have you done JVs with?
- Who have you shared the stage or co-authored with?
- What are some of your clients before and after stories?
- What certifications do you have?
- Have you been interviewed for TV, radio, print, or seminars?
Write down the answers to at least 5 of these questions that you think would illuminate your brilliance. For the next 30 days I invite you to insert at least one of these positioning statements before you make your compelling offer to a prospect. Notice if the reaction from your potential client has them “leaning in” or “leaning out”. You want to be tracking the “lean in factor”. Let me know how it goes.