An interesting reminder during a prospect telephone call yesterday that not everybody knows how well known we think we are.

Just like you, I’ve invested a lot of time and money over the years in creating as much information about myself (and what I do) as possible:

• a web site
• my social media channels
• a very well maintained Linkedin profile
• thousands of blog posts
• numerous newsletters
• an archive of intellectual property
• articles for magazines
• e-books and books
• a podcast (with Ashley – don’t panic – we’ll be back soon)

It’s not necessary for me but I’ll bet you have your fair share of print media as well – business cards, welcome packs and all that jazz.

So it can be a little daunting when a prospective new client asks:

You have been recommended to me by a mutual friend but could you explain to me exactly what it is that you do?

My gut response is “don’t you know who I am?” but, of course, the clue is in the question – no – she doesn’t know who I am – our planets haven’t crossed.

So we quickly have to come up with the answer.

Option 1

• I qualified as a coach in 1996
• I’ve been working with dental practices for 20 years full-time this year
• I stopped counting at 2,000 practices
• I’m blessed to work with some of the best
• I have an extensive network within the profession and the supporting trade

Blah, blah – credentials, credentials. Easily done (in fact, I started with that and had to kick myself in the shin).

Option 2

The type of people who hire me:

• have just started in ownership and want a mentor
• have reached a glass ceiling and want to break through to a higher level
• have a single site and want to become a micro-corporate
• have a good team/clinicians and want them to get better
• have decided that its time to sell their practice(s)
• have decided to hire a marketing manager and want help with the hire, the training and the implementation of a marketing plan
• have had enough of poor work/life balance and want their lives back
• have had enough of worry and stress and want to stop struggling

Which of these do you think is the most engaging:

Option 1 – let me tell you how clever I am.

Option 2 – let me tell you about the people I work with and the difference I make.

So a reminder this morning for me (and you):

• we aren’t as famous as we think we are
• the somebody asks us “what we do”, what they are really asking is “what difference do you make?”

Answer the second question and you will get the gig.