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.
- 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).
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.