How to Show Conviction and Authority in Your Marketing
This week Iíd like to talk to you about how to show conviction and authority in your marketing - did you know there is a way of BEING that literally makes or breaks your ability to attract clients in large numbers?
Iíd like to talk to you about how to show conviction and authority in your
marketing. Did you know
there is a way of BEING that literally makes or breaks your ability to attract
clients in large numbers? Many self employed people donít use it and, as a
result, are literally letting prospective clients slip through their fingers,
day in and day outóeven if they have done a lot of marketing and networking,
and even if they have lots of prospects.
letting prospects slip through your fingers, you need to have serious
conviction about what you offer. If thereís no certainty on your end, then a prospect
is simply not going to be certain either that working with you is the answer to
their problems. Theyíll question whether you are really good at what you do and
then decide to keep looking.
example of what happened to me a few years ago, after going to see my dentist. For months, Iíd been researching
some light cosmetic dentistry done to improve my smile. During my routine
dental checkup and cleaning, I asked ďDr. SmithĒ if he performed cosmetic
dentistry. Now, before I tell you what happened, let me explain his typical
behavior. He was naturally very outgoing, charming, and did good work (as far
as I could tell from the routine cleanings.) He told jokes, was jovial and
seemed pretty confident all around. But something happened when I asked him if
he did cosmetic dentistry.
behavior changed, almost on a dime. He looked away, mumbled something about being in
business for 20 years and of course he did cosmetic dentistry, and that he did
it well. And then that was it. Nothing else. The strange thing was his words
were no longer enthusiastic and confident. They turned empty and uninspiring,
and I wasnít sure how to read the situation.
happened, my gut feeling told me not to work with him. Right then and there, in just one
sentence, he lost thousands of dollars worth of potential business. I
knew by the manner in which he spoke that if I was to go forward with the
cosmetic dentistry, I wasnít going to be using Dr. Smith. He simply had not
convinced meónot even close. In fact, quite the opposite.
I have discovered from that experience and countless other experiences Iíve
had, just watching entrepreneurs talk about their abilities:
want to work with people who are CERTAIN about their abilities.
want to work and learn from an AUTHORITY on a subject.
are looking for someone CONFIDENT about the results they offer.
moment forward, you cannot afford to be wishy-washy about what you offer. Youíve got to have total
conviction about what you do. Not only that, you have got to express that
conviction in a way that makes the prospect feel confident about your
your job is not to sell. Your job is to be so quietly self-assured that you convince prospects to
get out of their own way to work with you. The way you do that is by building
trust, showing authority on your topic, and expressing your capability about
the results theyíll get with you. And thatís all in your way of BEING.
doesnít mean that you become overly zealous, or over confident. Thatís just a
ridiculous turnoff and it would send prospects running in the other direction.
Just be yourself, but speak with conviction and certainty.
thing. I would recommend that you not tell a prospect you can do something that
you canā just to close the sale. Some sales gurus will tell you to do this, and then
figure it out later, but I donít agree. Itís out of integrity and we are
looking for authentic selling here. Itís better to gently turn away that
prospect and move on to the next one.
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ABOUT THE AUTHOR
Fabienne Fredrickson, The Client Attraction Mentor, is founder of the Client Attraction System, the proven step-by-step program that shows you exactly how to attract more clients, in record time...guaranteed. To get your F.R.E.E. Audio CD by mail and receive her weekly marketing & success mindset articles on attracting more high-paying clients and dramatically increasing your income, visit http://attractclients.com