To make your business soar, you must position yourself as an expert. When your potential clients are deciding who they will do business with, they are less concerned with price than you might think. Today's savvy potential clients are most interested in working with who can do the best job. As an executive coach working with business owners and service professionals, I tell my clients over and over “everybody wants to do business with an expert.” If you want to increase your business success, establish yourself as an expert. People will give you their business to you if they know you have the expertise to do an excellent job for them.
There are several things you can do to position yourself as an expert. The first and most important item for you to do is:
See yourself as an expert. If you do not consider yourself as an expert then you have two choices: become an expert fast or find a new profession. Keep in mind what comes easy to you does not come easy to everyone – and many will gladly pay top dollar for your knowledge and expertise.
In addition, use some of the following methods to raise standing as an expert in your field.
Public Speaking is a very important way to gain exposure and potential clients. When you are in business remember it is always better to be in the front of the room with your mouth open than in the back of the room with your mouth shut. There are several groups meeting in your geographic area that are always looking for speakers. Put together a list of topics you can discuss and send it out to the program chair of different organizations you identify as groups filled with your potential clients. Whenever you are speaking, you can invite potential clients who you would like to hear you speak. Speaking gives people an opportunity to meet you and get to know you before they meet with you individually to consider becoming your client.
Do public seminars. Do not think that you will make money on these seminars. In fact you may spend a good amount to put one together; however, there are benefits to creating your own forum for presenting your work. You determine how long you will speak and what the format will be. You can target participation to people you know are potential clients for you. You can do press releases and event listings in publications that lots of people will read even if they do not attend. This results in people saying to you the ever popular phase "I see your name everywhere." Establishing name recognition is a big part of positioning yourself as an expert.
Join The Chamber of Commerce. When you are a member of your local chamber you are recognized as a legitimate businessperson, and you are acknowledged as someone who understands the importance of supporting the business community in which you live. Also, your Chamber can provide you with many opportunities to position yourself as an expert, like being on a panel, writing an article for the newsletter, and volunteering your expertise for the organization.
Be active in your industry association. Anybody who is an expert is a member of their local and or national industry group. These groups, like other industry specific groups, offer monthly or quarterly meetings that allow you to keep current on changes in your industry, as well as offering you a place to meet other members of your profession. Consider doing presentations at industry conferences this will allow you to be considered an expert by your peers.
Become involved in the leadership of your industry association. Leadership in your industry professional association automatically gives the impression that you are a local expert. This role also allows you to keep your hand on the pulse of what is happening in your industry in your area.
To be continued ...
Industry Domination – 5 Steps to Own Your Market
It is fascinating to study what makes the difference between a person who owns a small struggling business that stays a small struggling business, and a person who owns a small struggling business that becomes a strong, successful business and an industry leader.
It boils down to the constant innovation, simplification, and optimization of the key systems in your business. This may seem like a tall order, yes. However, I promise you it’s well worth it!
Why? Because the process that sets an industry leader apart from a struggling business owner, and the process that can help an average business owner become an industry leader - is the same thing.
It’s five-step system known as the "PRIMO" Process.
“Primo” is a Latin word that means “first, foremost, and most distinguished.” All the things I know you want to have associated with your business. Here’s an outline of the five-steps to developing the innovative systems that can help you become a distinguished leader in your industry:
1) Prioritize: Prioritize the list of all critical systems* in your business. You will start with the most important ones first.
2) Research: Research and benchmark the current level of effectiveness of the target system.
3) Imagine: Imagine new ways you can innovate the current system. See my example below for clarification. (I intentionally use the word imagine because you must not only “step outside the box” of conventional thinking, you must often smash that old box to pieces!)
4) Make your move! Take action on the 20% that will give you 80% of the needed results.
5) Observe and optimize: Observe your changes, measure and record your results, and change your approach as necessary until you get the results you want.
If you want to accelerate your success and innovate at a pace that you don’t even need to think about what your competitors are doing, you’ll need to rotate different areas of your company in order to polish and perfect.
I coach entrepreneurs on effective techniques for getting the most out their PRIMO Sessions.
Here’s some short-hand of how you can begin to apply the PRIMO Process on your own this, and every, month.
A. Set aside at least two hours once per month to sit down with your team and proactively practice the PRIMO Process on one area that’s critical to your business growth. (For larger companies with 25-plus people, have one meeting per department.)
B. During the month following that first meeting, observe, measure and document the level of improvement generated by the new system.
C. At the start of the following month’s meeting, begin with a brief status report on your target system, and discuss further optimization. Then use the remainder of your meeting to address the next system in order of priority.
You won't be able to achieve a leadership position in your industry without innovation, and you definitely won't maintain that position unless you have systems in place. These two key components of growth can sometimes work against each other and it requires a fine balance between the two. The PRIMO Process is the key to keeping this delicate balance in your company.
*Are you clear about the systems you need to have in place? Ask yourself when doing any task or activity how it could be done with less effort, and more ease. Could someone else do it? Does it need to be done at all? Could it be done in combination with something else?
Coach's Example: Many years ago when I was growing my Shaklee business, I found myself spending a large amount of time at the Post Office sending out packages (95% were less than 1 lb.). It occurred to me I was spending at least one hour of my day driving to and from the PO and waiting in line. It seemed like a lot of wasted time! The situation was also complicated with the fact that my daughter Lexi needed to go along for the ride, too. Imagine me, with an infant, several loose packages, a purse, the line, the traffic (I'm exhausted just thinking about it!). It was a glorious day when I asked myself the question: "What is a better way to do this?!?!" By doing some research, I discovered (a) the mail was picked up and delivered every single day right at my front door, (b) I could purchase a scale for about $15, and (c) have unlimited denominations of postage delivered to my door for a $1 service charge (check out: www.usps.com). While purchasing my scale, I also stocked up on needed supplies. This "gave me" that additional hour to be productive, generate more business and ultimately make more money!
When do you need to ask yourself the question, "What is a better way to do this?" (All the time.) You'll be delighted at the right answers you get from asking the right question.
It boils down to the constant innovation, simplification, and optimization of the key systems in your business. This may seem like a tall order, yes. However, I promise you it’s well worth it!
Why? Because the process that sets an industry leader apart from a struggling business owner, and the process that can help an average business owner become an industry leader - is the same thing.
It’s five-step system known as the "PRIMO" Process.
“Primo” is a Latin word that means “first, foremost, and most distinguished.” All the things I know you want to have associated with your business. Here’s an outline of the five-steps to developing the innovative systems that can help you become a distinguished leader in your industry:
1) Prioritize: Prioritize the list of all critical systems* in your business. You will start with the most important ones first.
2) Research: Research and benchmark the current level of effectiveness of the target system.
3) Imagine: Imagine new ways you can innovate the current system. See my example below for clarification. (I intentionally use the word imagine because you must not only “step outside the box” of conventional thinking, you must often smash that old box to pieces!)
4) Make your move! Take action on the 20% that will give you 80% of the needed results.
5) Observe and optimize: Observe your changes, measure and record your results, and change your approach as necessary until you get the results you want.
If you want to accelerate your success and innovate at a pace that you don’t even need to think about what your competitors are doing, you’ll need to rotate different areas of your company in order to polish and perfect.
I coach entrepreneurs on effective techniques for getting the most out their PRIMO Sessions.
Here’s some short-hand of how you can begin to apply the PRIMO Process on your own this, and every, month.
A. Set aside at least two hours once per month to sit down with your team and proactively practice the PRIMO Process on one area that’s critical to your business growth. (For larger companies with 25-plus people, have one meeting per department.)
B. During the month following that first meeting, observe, measure and document the level of improvement generated by the new system.
C. At the start of the following month’s meeting, begin with a brief status report on your target system, and discuss further optimization. Then use the remainder of your meeting to address the next system in order of priority.
You won't be able to achieve a leadership position in your industry without innovation, and you definitely won't maintain that position unless you have systems in place. These two key components of growth can sometimes work against each other and it requires a fine balance between the two. The PRIMO Process is the key to keeping this delicate balance in your company.
*Are you clear about the systems you need to have in place? Ask yourself when doing any task or activity how it could be done with less effort, and more ease. Could someone else do it? Does it need to be done at all? Could it be done in combination with something else?
Coach's Example: Many years ago when I was growing my Shaklee business, I found myself spending a large amount of time at the Post Office sending out packages (95% were less than 1 lb.). It occurred to me I was spending at least one hour of my day driving to and from the PO and waiting in line. It seemed like a lot of wasted time! The situation was also complicated with the fact that my daughter Lexi needed to go along for the ride, too. Imagine me, with an infant, several loose packages, a purse, the line, the traffic (I'm exhausted just thinking about it!). It was a glorious day when I asked myself the question: "What is a better way to do this?!?!" By doing some research, I discovered (a) the mail was picked up and delivered every single day right at my front door, (b) I could purchase a scale for about $15, and (c) have unlimited denominations of postage delivered to my door for a $1 service charge (check out: www.usps.com). While purchasing my scale, I also stocked up on needed supplies. This "gave me" that additional hour to be productive, generate more business and ultimately make more money!
When do you need to ask yourself the question, "What is a better way to do this?" (All the time.) You'll be delighted at the right answers you get from asking the right question.
The Power of the Handwritten Note
For years I have touted the importance is sending just a few handwritten notes every day:- in gratitude for things other do for you (such as buy lunch, refer new business, hire you or send a gift)
- after meeting someone for the first time (leaves a powerful, positive impression and opens perhaps otherwise closed doors)
- to start to bridge the gap with acquaintances from "friendly" to "friend," thus increasing the likelihood of future business*
- to recognize someone for a personal or professional achievement
- to offer condolences on someone's loss
- or just to say hello and enclose an article or other piece of important information
Here is a great stationery resource. My recommendation is to have notes with your name and business address (without your business name). This elevates the relationship to personal - which is crucial for business success. In perfect or imperfect worlds, we do business with our friends - people we know, like and trust. Sending notes is one of the best ways to begin and continue that process.
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