How important are you for your clients to stay in touch with?
Why would potential clients want to meet you?
We know that professional selling is undertaking a major revolution in approach, application and execution. We know that if you don’t bring extra value to the sales encounter – then you should expect to be treated like a commodity, and have buyers simply focus on your price once you’ve ticked the essential shopping list items.
At a recent event I hosted, sales researcher Neil Rackham stated that if salespeople can’t bring additional value to the negotiation table, then they’re wasting their time – and if they don’t change from walking brochures to sources of information, they’ll soon become redundant.
In this article, we’ll assume you know this. Not only do you know this – but you’ve built a strong store of knowledge, expertise and experience which your clients (and potential clients) value.
Now what?
Write about it – and share your knowledge with the world.
And you don’t need to be Shakespeare to write a good article, white paper – or even a book or book chapter which resonates with your audience. Simply follow some simple tips, and you’ll end up with a good piece of work which will introduce you and your expertise to an eager audience. After all, if you really do have the knowledge and experience to solve other people’s problems – they’ll want to know about it.
Why write?
It’s simple – written articles – especially those formally published – have credibility and add to the authority of the writer.
From our youngest years, we’ve been told that the library is the place to find information, learning and wisdom. And especially in today’s digital world of way too much information, the published word is rightly assumed to carry more weight than the other 99% of stuff which is just on-line.
We also assume that if you’ve taken the time to write and publish, then you probably know a bit about your subject – and probably more than most.
Published material has been sifted – it points to material that others also think has value.
So – the reasons are simple. Producing a published piece of work will give you these four things that all experts seek:
- Credibility
- Authority
- A unique voice in a cluttered world
- Wide reach
Plus lots more, including these:
- People looking for speakers at events are more likely to consider you if you’re published
- Journalists, bloggers, and anyone looking for an expert comment will be more likely – and able – to seek you out
- It looks great on a CV or a submission
- Other experts will look to connect with you
And – there’s that nice feeling of knowing you’ve done it!
Who should write?
Anyone who wants to build a credible, authoritative and authentic profile with others.
Do you have knowledge, expertise or experience in a field which could benefit others?
If so – you’re a good candidate to be published.
It doesn’t matter whether you’re an employee of a large corporation, a partner in a small consultancy or an individual consultant, coach or trainer. All that matters is that you have information of value – and want others to know that you’re an expert in a particular field. Continue Reading…
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