This week I want to talk to you about something that helps you get more sales. If you have this thing then new customers come to you, rather than you having to chase them. Your conversion will be much higher, and the whole sales process just seems so much easier. Without this, you are just another name, another option in the sea of sameness. And you will find sales much harder to come by.
What am I talking about? I’m talking about having the right profile.
What does that mean exactly?
Well, it means that when people find you – whether that is on your website, or your social media – you look like the person they should be speaking to. You look like the person who can help them, and ideally – the ONLY person that can help them. You look like the leader in your field.
And why is that important? Well, it’s because people want to know that they are spending their money wisely. They want to know that by dealing with you, they will not only get the job done, but they will also increase their own profile.
The first thing to consider is your values.
Why do people buy any brand? Because it is in agreement with their core values. If they believe that customer service is more important than process they will shop at M&S or John Lewis instead of Matalan and Tesco. If they believe value for money is more important and that it is stupid to overspend – they will shop at Lidl instead of Waitrose.
So, the first thing you need to consider about you and your profile is what values do you represent, and are they clear? If they are you WILL repel people who don’t align with those values, but you will also attract those who do. And that’s a good thing right? Because to have a Magnetic Business you cannot attract everyone. You need to know your niche and they need to know you.
Some people only buy Apple – and never veer to the dark side (Microsoft), and some people just can’t get on with the Mac OS. And that’s fine. Decide who you are and who you are after.
Next you need to be Visible
This can mean a variety of things and includes having the right PR. Any media time you can get will improve your ‘cred’ in the eyes of your audience. For example – I have been interviewed on Woman’s Hour, BBC News, SKY News, Channel M (Manchester’s TV channel that was), been in the Daily Telegraph and the Manchester Evening News, written for the Grater Manchester Chamber Magazine, and “If you market they will come.com”.
I have spoken at numerous events – Chamber, The Business Network and other Networking, Public Speakers Academy, The Excel Small Business Show, Stockport Business Expo. I have been the keynote speaker at the launch of a business academy. I have, of course, spoken at many of my own and others speakers events.
The point is you need to be out there. I have been described as the ‘networking queen of Manchester’. I will go to the opening of a door. Because you never know when you might meet your next client, or joint venture partner. And the more people you know, the more people know you and the more people you can potentially help.
Going back to the speaking – the reason I was asked to be the keynote speaker at a couple of events was because someone had seen my book. And you know what – when you have a book, you are seen as an expert (as long as the book isn’t rubbish of course). And especially if you have more than one book. I now have 4, including an amazon number 1 best seller – which we achieved in Nov 18.
So let me bring that all together.
If your profile says you are the expert in your field, if you are what your potential customers expect to see, and want to be and if your values are aligned – how much easier do you think the sales process goes? What I love about this is that I don’t have to ‘sell’ myself most of the time. Nowadays buyers have done most of their research BEFORE they speak to you.
If they actually choose to speak to you, they already know you can help and might be a good fit – then it is just about whether they can see themselves working with you, or being part of your tribe.
So – if you want to increase your profile make sure
- Your Values are clear and understood.
- You have good publicity, PR, and media coverage
- You take every opportunity to speak in public, on stage or on air
- You have written a book or 2 (or 3 or 4).
All of this is very simple (not easy, but simple) once you know how to make it all happen. And that’s one of the things we take our clients through on our Magnetic Business Programmes, whether that is in group or one-2-one coaching, or in our mastermind groups, or our Get Shit Done Retreats.
If you would like to find out more about creating the right profile and getting more sales in your business, email me on firstname.lastname@example.org