Now that you have worked out what your unique creation is, how you can make that work for you, and provide value to the people who you like, then it's time to let people know about it! (If this is your first blog from me go to www.laurelmclay.com.blog for previous videos).
But what I find again and again, is that people with great stuff to share, just don't get the message out there, and so they end up being a best kept secret!!
How many people do you know, particularly in the wellness and coaching industry, who are so underpaid for the value that they provide? In some instances, it's because they are over generous, and end up undercharging or even gifting their services, but more often than not, it's because they haven't got enough clients. Why? Because people don't know they exist or they are confused by what that person actually provides (that's been a great challenge for me!).
Often this is because people attracted to these industries do not have the skill sets or experience to sell. The thought of 'cold calling' or networking drives them spare.
The most important thing about creating an influence strategy, is to find a way that works for you personally!
Why do people put themselves through doing stuff that they hate? In this email, I am going to share with you the simple three stage process, which I have developed over years of sales, of recruiting sales people and from training sales people. This process is something that you can take, and tailor to your own specific preferences. In fact I even wrote a book on it, which is attached, so you can find out more about the detail of this process.
But before I share this with you, I want to emphasize that what I believe helps you to sell more, is by being unashamedly unapologetically you. And how can you do that? By making sure that whatever you are sharing with others is something that lights you up!! If you are excited and highly motivated by what you do, it is going to show, and people will want a part of that for themselves!
1. More Walk Less Talk
This is critical, reaching out to more people, getting yourself out there, and getting yourself known (and ultimately positioned). There’s no substitute for pounding the right pavements, and inevitably this is where most people fall down, ie not enough reach. But it needs to be quality reach, no one likes the cold approach, and in some parts of professional services, it is just completely inappropriate! There are a bunch of ways you can get out there and get known, check out chapter 6 in my book called Lead Generation, which is attached.
2. More Heart Less Hype
Great, you’ve set up some appointments; how are you going to turn them into long-term customers? Absolutely, you need to understand your market, know your products/services and their value well and simply practise the approach that works for you, but I think the most important thing at this stage of the game is to get into their world! We can be so hung up on our stuff, and worrying about what they think; a great way to create a profound experience for them is by making it all about them. The other golden nugget is to be present, and that’s where getting rid of some of the distractions works beautifully. Come from the heart and not the head. Ultimately, once you have mastered being more heart centred in your interactions, they almost create a rhythm of their own, where each conversation ‘just works’.
3. More Care Less Crap
So you’ve met up, and they are now either customers or prospects. What is important now is to foster that relationship by sharing valuable stuff ongoing with them. And what trumps everything else at this stage is a good system! Now, I am not talking about some fancy CRM; a good one of these is definitely valuable, but I think some people sabotage by getting distracted with the technology. Seriously, I have seen people’s commercial success transformed with a simple funnel on the wall or a well thought out spreadsheet. Many professional services firms provide good well considered systems for managing client relationships, and so often, these systems are simply ignored.
Another critical element of this section is the familiarity, you want to feel connected to your prospects/clients and demonstrate genuine care and a wish to rock their world without filling their already crowded life with annoying noise. Ultimately, the high performers will be fostering powerful centres of influence; clients and referrers who are so present to the value that you provide, that recommending you is second nature.
Putting this in action
I personally believe this three step approach, when applied with rigour can create an influence strategy that works for you. But it’s important to not only invest in the time to craft your strategy, but also to embed rituals, structures and support mechanisms which mean that not only are you sticking to it, but you are constantly, over time, reviewing and enhancing it.
What about your loved ones?
I think when we are talking about influence strategies, it is important to understand how you can best get your loved ones on board. Making a decision about your career, especially a big decision can impact others in your life. For example, if you absolutely feel it's your calling to leave your well paid corporate job and start up your own company, then there are financial implications to consider. If you decide you want to incorporate travelling into your new career, then your partner, if you have one, might be keen to know how much you intend to do!
There is no easy way to get people on your side, I think the best strategy is to be open and communicative once you have pretty much made your decision and listen to what they have to say about it. I say wait until just before you have made your decision because if you involve them earlier, they may either confuse you with their thoughts on it, or you could alarm them with an option that in reality is not going to play out.
Sometimes partners, particularly long term ones find it confronting when their loved one starts to change, and start showing up and getting excited in a way they have not seen before. In fact Katherine Woodward Thomas, in her brilliant book Conscious Uncoupling cites 'outgrowing each other' as one of the top three reasons people break up. But it doesn't need to be doom and gloom. Be upfront, keep them informed, share your concerns openly, and allow them to share yours. They will very likely become one of your best cheerleaders, particularly if you have been unhappy in your current situation.
In the next video, we will address the support mechanisms and rituals to keep your influence strategy active in more detail, but in the meantime, think about how you want to get out there and get known in a way that works for you!
Now, here's the book: LeadGenerationLaurelMcLay.pdf