MARKETING YOURSELF

“Success in life is not guaranteed because of your technical skills, education, and experience. They all help, but the key to success is being able to sell yourself, your ideas, and services.”

A basic premise I use in working with small business owners is: the owner is the face of the business. The concept of branding your business is important, the logo, the colors you use, the font in your print and your tag line are all part of the branding process. Eventually your brand will convey an image and tell a story, but during the growth spurt that a small business needs in its early stages, it’s the owner who is the “initial company brand.”

The way you look and dress; the company you keep, the words you speak, your conveyance of trust and your credibility are all on the frontline. You are judged the moment someone sees you; an opinion is formed in the mind of the person you are meeting. Next time you are at a networking session, look around and pick the people you would like to meet based on your first impression. Why did you pick them and why did you avoid others?

When you speak, your ability to deliver the right content, something of interest that will benefit your listener is key. In a very short introduction your goal is to say something that the listener will respond by saying “Tell me more.” Telling someone what you do, for example, “I service heating and air-conditioning units” may not be as effective as saying “I deliver comfort and save money for my customers.”

The way you present yourself and the first words you speak will form the basis for whether or not you will have an opportunity to share the rest of your story.

The rest of the story is crafted using your Vision, your WHY, your Value Proposition, your Promise and your Delivery method.

Investing in your appearance, the clothes you wear, and taking the time to develop and practice your introductory statement is a great place to start laying the foundation for building trust and credibility.