When was the last time you received a request for a discount from a client or potential client? And how did you respond? On this special solo edition of Grow My Revenue, I'll be addressing this very topic.

During my recent keynotes and workshop presentations, the audiences asked various questions about pricing pressure and discounts. Specifically, they wanted to know when it was okay to give a discount and how to respond appropriately when someone was asking for one.

Today we'll be covering all of that plus how to carve out a niche and make yourself stand out as a service rather than a commodity. Listen in for some educational and applicable advice you can start using in your business right now!

Listen to this episode and discover:

· How to stop being an order taker, and start to be a salesperson.
· What can you do when someone applies pricing pressure?
· How do you measure impact for your clients?
· The question to ask when someone says your pricing is too high.
· Why education is key to setting your fees.
· And so much more…

Episode Overview

Recently I was speaking in Newcastle, England when an audience member asked about giving a 2.5% discount to a current client. They wanted to know if I thought it was better to do the deal at 97.5%, rather than have no deal at all.

Naturally, I told them it was better to get the 97.5% deal than no deal at all, but I also pointed out that they were assuming the client wouldn't buy from them without that discount, and that assumption simply is not the truth.

I followed up by asking what their business margin is. They told me it runs at 15% net, which means for every $1,000 they bring in, they typically net about $150. Then I asked them how much of that 2.5% discount would be from their profits. The answer is ALL of it! I pointed out to them that when they discount their cost they aren't discounting their top line, their costs stay the same.

And the same is true for you.

During today's episode of Grow My Revenue, I continue by explaining how to have a discussion with your client (or potential client) when they are asking for a discount and/or applying pricing pressure. I also explain the importance of educating the marketplace on your value as more than just a commodity, a tactic that helps support you in receiving your set fees.

You can educate the market and your clients/potential clients much the way the beef industry has educated consumers.

If you are looking to buy beef, the cattle and beef market has helped us understand some cuts are more desirable than others. As a result, we are now accustomed to paying more for the desirable cuts; we understand those cuts are worth more and so we must pay more for them.

Recently, my wife convinced our family we were going to buy all grass-fed, dry-aged beef. Now we've grown accustomed to paying more for it. Why? Because she educated us, and the people who feed their cattle only grass have educated her (their consumer).

Those cattle farmers have done research on why it's important to do so and they have shared that with their customers. So they have informed their customers on why the higher cost is worth it regarding grass-fed beef. Those ranchers have created a lot of content that have made us willing to pay more for grass-fed beef. But at the end of the day, it's still beef!

Consider the lesson here: what is your grass-fed equivalent in your space? How you can educate your consumers about why it's worth it to pay more for that grass-fed equivalent? Doing so is how you carve out a niche, and start selling based on value rather than price.

On today's show I'll also explain how to have that conversation, what to say when someone says your price is too high, and much more! It's all here on this episode of Grow My Revenue.

If you work within a corporation or any other organization, do you still have a personal brand? Our guest for today's episode says yes, you do. Ryan Rhoten is a speaker, podcaster, and personal brand master. He works with business professionals on creating their personal brand strategies and then elevating them.

On today's show, he joins us to explain his four-step process to personal branding, why it's relevant to everyone (even if you work for someone else), and the biggest mistakes he sees people making regarding personal branding. Ryan brings the goods on these topics and more on this instructive and highly relevant episode of Grow My Revenue.

Listen to this episode and discover:

· Why does your personal brand matter, even if you work for someone else?
· What is the single biggest mistake people make when establishing a personal brand?
· Can we control our personal brand?
· Why people may not like your personal brand, and why that's okay.
· What is the right way to utilize social media to grow your personal brand?
· And so much more!

Episode Overview

When I asked Ryan the biggest mistake he sees people making about personal branding, he said it's people not realizing they have a brand even if they work within a company. His work largely consists of helping people understand they do have a brand, and that it's compromised of two pieces.The first piece is who you are. This includes things like your core strengths, what you like and gravitate towards, and the persona you give off when you walk down a hallway.

The second piece of personal branding is you being intentional about who you are, and how you add value to the world. People need to realize they have a brand and that others see that brand. All of us should realize our brands build trust and rapport with others; if others like our particular brand, then they will want to do business with us and the companies we work for.

To create our personal brands, Ryan outlines his four-step process. He calls it DICE, which stands for: Define or Discover, Integrate, Create (Content), and Engage.

In the "Define" or "Discover" stage, you learn to know and understand yourself better. You get clear on the type of work you like to do, and don't like to do, etc. Knowing yourself, having self-awareness, and asking for feedback from trusted advisors helps in this initial stage. You must understand how you are perceived in business and outside of it before moving to the other three stages of DICE.

Next up is the "Integrate" stage. This is where you develop an intentional strategy to put yourself out there online. You make sure you can be found in online searches and that those search results will give the persona you want, and people will see what you are known for.

The third step is to "Create" content. This can be anything, from audio to video, to blogs and online publications. Where you start depends on your comfort level, but the key here is that you are starting to put your thought process online. To establish your personal brand, you want to be known for something and you must establish your presence online for that to happen.

Last, but definitely not least, is "Engage." This is where you start to build trust. You interact with people who have liked your content, and starting to follow you. This is what Seth Godin called your "tribe." You can engage with your audience in a number of ways: from phone calls, to liking their social media, commenting on their content, speaking at events, and emailing your list.

Ryan also explains what we have control over regarding our personal brand (and what we don't), and he gives a personal example to illustrate what your personal brand is. We wrap up this episode of Grow My Revenue with Ryan sharing his personal mistakes and his most crucial advice – neither of which you'll want to miss!

For full show notes and other resources, please visit: http://www.ianaltman.com/podcast/ryan-rhoten/

Being able to lead a team of people with a variety of skills is an invaluable ability, and a tool to help with that process is StrengthsFinder. Today I've brought on the expert on this topic, our two-time guest, Lisa Cummings.

If you've been listening for a while, you heard her first episode; it's one of our most popular! And today's discussion is equally as good. We're touching on topics like the misconceptions around StrengthsFinder, how to adapt your communication style based on someone's assessment results, and what to do if there is a disconnect between a team member's strengths and their position.

On today's show, Lisa really brings the goods on those topics, and a few more! So get ready for an informative, and insightful edition of Grow My Revenue.

Listen to this episode and discover:

· What strengths are common in sales teams?
· In the companies that use StrengthsFinder best, what does Lisa most often see?
· What percentage of Americans were recognized for good work in 2015, according to Gallup?
· What is the bamboozle sandwich?
· What are yuks and yays, and how can you use them to improve your team?
· And so much more!

Episode Overview

The first thing Lisa and I talk about is the misconceptions she hears most frequently about StrengthsFinder, and she gave me two.

The first is that this evaluation tool is just Pollyanna. She hears people say things like: "…you must think everyone should just ignore their weaknesses. You must be a fool if you believe people should only focus on what they are good at."

The second most common misconception is people think there are specific strengths that are good and bad. For example, if competition isn't one of someone's top strengths, then they aren't a good sales person.

Neither of these are true, of course. In the case of the second misconception, Lisa points out that StrengthsFinder doesn't tell you what job you have or are good at. Instead, it tells you how you do the job you have. It shows you what comes naturally to you and how you can use those natural talents abilities to your benefit.

We also talked about how to adapt your communication based on someone's strengths, once you've all done the StrengthsFinder evaluation. She gives me as an example, after I gave her permission to share my results.

Because I have command and activator as strengths, Lisa said she would imagine I'd want to hear the short answer quickly and now. Even if she didn't know me personally, she would know to keep things short, simple and concise based on my strengths. But if she was talking with someone who had high empathy and high relater, she would speak differently. Someone with those strengths values one on one conversation.

One additional topic we cover is the two ways to help someone move from an individual contributor to a management role. Too often someone is an amazing individual performer and gets moved into a management role, only to falter and fall flat in that position.

Lisa suggests explaining two key areas to the person about to take on a management position: talent development and business outcomes. The latter, business outcomes, is fairly straightforward and includes things like business goals, aligning with corporate strategy, etc.

But talent development is tougher for new managers to understand. She breaks it down into three key categories: acquisition of new employees, retention of existing employees, and career development. StrengthsFinder is an umbrella over all of those. Using the assessment tool and its findings will help any manager (existing or new) to lead based on people's strengths which in turn will drive engagement of staff.

Also on this episode of Grow My Revenue, Lisa explains what to do if someone's strengths aren't aligned with their job title, and why regular communication about someone's performance at work is so critical to on-going success. Listen in for all of that and so much more on today's show with the brilliant and talented Lisa Cummings!

Comedy and business share a lot more parallels than you might think, at first glance. For example, the process that a comedian uses to evoke laughter is the same process you can use to engage someone's interest. Here to explain what that process is, as well as other surprising connections between comedy and business, is Ron Tite.

Ron is the CEO of The Tite Group, a successful agency in Toronto. He's also a stand-up comedian who has trained with Toronto's Second City. He's also the author of Everyone Is An Artist (or At Least They Should Be).

On today's show, Ron shares why we don't have to be funny to be effective (and why being effective is most important), how to know if you should use comedy when talking to clients and your team, as well as three traits artists have we can all use in our business practices. Ron is equally entertaining as he is informative so buckle up and listen in to this episode of Grow My Revenue!

Listen to this episode and discover:

· The power and impact of insights, in business and in comedy.
· Should you use comedy when speaking to your clients?
· One great lesson you can learn from my time as an umpire!
· Why we all have the basic ability to be artists.
· People used to vote with their wallets, what do they vote with today?
· And so much more!

Episode Overview

Ron Tite has always loved the pressure of stand up comedy: there are no excuses at the end of your performance, either they laughed or they didn't and that is it. You either did your job and they laughed, or you failed.

Not everyone would thrive under that kind of pressure, but Ron did. And he used the lessons he learned in the comedic world to become successful in the business world. The first lesson we just touched on – no excuses – also ties into the ancillary lesson that being funny is about being effective. Being funny is about capturing someone's attention, you can take them anywhere after that.

And you capture their attention by having an insight, and it is the same whether you are making them laugh, cry or simply think really hard about something. You start with an insight that is surprising and intriguing, and now they are thinking differently about the subject at hand. You have their attention.

Remember, you don't have to be funny to do this. In fact, if funny isn't in your nature or isn't something people associate with your company and your brand, don't try to be funny. You'll come across as trying too hard and people will smell that a mile away, according to Ron.

But, you can share a story or a message that is in line with your brand as a way to share an insight you have had. Doing so will capture their attention just as well as being funny will, it's all about the insight.

On this episode of Grow My Revenue, we also discuss three traits artists have that all business people should adopt. The first is doing things simply to do them. Artists have an idea and they create it, they bring it into the world. They don't create a business plan and pitch the idea to VCs first, they create and explore and see what merit their ideas hold.

The second thing artists do well is they deal with the naysayers and the hecklers. Most of us have no coping mechanism for these experiences, we put up walls and shelter ourselves when someone heckles us. Artists don't let these naysayers get the best of them, they have a way of dealing with them.

Also on this episode of Grow My Revenue, Ron shares more about his book and why there really are no rules in today's business world. Tune into today's Grow My Revenue to hear that and more from comedian and successful businessman Ron Tite!

For full show notes, visit: http://www.ianaltman.com/podcast/ron-tite/

If you've ever been on the receiving end of a typical follow-up sales call, you know how ineffective they are, but is your sales team guilty of making these types of calls? Whether they are or not, there is a much more effective way to follow up.

On this solo show, I will be talking about the importance of using valuable content as part of your follow-up system, why smart companies are now combining their marketing and sales departments, and how you can do the same.

This is an information-packed episode of Grow My Revenue, get ready to take some notes and start implementing today!

Listen to this episode and discover:

• What are the two worst ways most people follow up?
• Why you don't create content for the sole purpose of marketing.
• What steps are included in the most effective sales process?
• Why it's critical to be candid on your web site.
• Should you create a sense of urgency in your follow-ups?
• And so much more…

Episode Overview

Recently I attended Content Marketing World 2016, where I presented a workshop with Marcus Sheridan. I learned a ton about the importance of content, and was inspired to share what I learned with you on this episode.

Here is how I recommend following up with a potential client: first, understand the idea of content marketing. Content marketing isn't a license to create content for the purpose of marketing, it means your content should be answering the critical and often controversial questions your clients are asking.

Don't be afraid to put this type of content on your web site and to share it with your audience, and potential clients, even if it seems controversial. On my web site, I have a page that describes who my work is not for, who my services would not suit, and I also have my pricing listed.

A lot of people would not list who they won't work with nor would they put their pricing on their web sites. They are afraid doing so will scare off new customers. Here's the truth: if they can't pay your prices and don't fit your criteria, you don't want to work with them!
It's also a good idea to list the problems you solve. These are the areas that your potential customers will want to know about, these are the questions they will be asking themselves during the selection process.

So if you address their concerns through your content, they'll start to see you as a solutions provider who has what they need. You can provide this content as articles, podcasts, videos, etc.

The way you will know what concerns your potential customers have is by connecting your marketing and sales teams. Rather than keeping them separate in their own silos, have these two groups work hand in hand. Have a marketing person (at least one, preferably more) at every sales meeting. And have people from marketing participate in clients' discussions.

Doing so will help everyone identify key issues, engage in spirited discussions about what is needed. When the two groups are doing that, then the sales staff can share what big questions are coming up from potential clients, and give marketing the answers.

At that point, the marketing team can start creating content based on those questions and answers. Next the sales side of the company is telling the marketing side what they need, and marketing is creating content for them. That is when the magic happens, because your organization is now talking to your potential customers about what they need, not what you do.

During today's episode of Grow My Revenue, I also share how to properly follow up using content you've created for your clients, and what your potential customers' sales process is really like and how you can fit into it. Listen in for all of that and more on today's Grow My Revenue.

Have you ever wondered how Starbucks created and sustained their culture throughout their skyrocketing growth? Our guest for today's show is the man who knows, Mr. Howard Behar. Howard is the former President of both Starbucks North America and Starbucks International. He was at the helm when they went from 28 stores to 15,000!

On today's show, Howard share lessons he has learned about why culture matters in every organization, what employees really care about and want to see from their leaders, and much more! This is an absolutely riveting conversation about the necessity of a healthy company culture.

Listen to this episode and discover:

· What is a company's culture reflective of?
· Why you must be intentional about the culture you create and live by.
· Why it's all P2P, and what that means.
· What doesn't work in terms of an employee reward structure?
· What happens when an organization says one thing, and does another.
· And so much more!

Episode Overview

All companies and organizations today know culture is important. But if everyone knows this is true, why isn't every work environment thriving? Clearly, mistakes and misconceptions are still out there about what it takes to not only have a culture, but implement and sustain it.

When I asked Howard what some of those mistakes and misconceptions are, he said one of the most common is companies hiring a consultant to "give" the company a culture.

Consultants are there to help along the journey but they can't give culture. Culture exists in every organization, whether or not it is defined. Culture is living within every company, it just may be unintentional.

The other misconception he touches on is the culture of conflict. This happens when a company says one thing, and does another. They say they uphold certain values and principles, but the behavior of the organization's leaders say they do not. If the leadership doesn't live the principles of the organization, neither does the rest of the organization.

The opposite is obviously true as well: when the leadership lives up to its promises, so does everyone else. Leadership sets the standard for the rest of the team.

This also applies to the rewards and compensation structures of any company. Howard shares the green apron book from Starbucks as a rewards example. It is a book that outlines the values and how those values come to life within the company.

Based on that book, little cards were created and distributed to everyone. The cards had all of the values from the green apron book and they had blank lines on which a person could write something specific.

People were encouraged to catch their fellow employees doing something that exemplified the values on those cards, to write a note on the blank lines about the person's actions and then give that card to the person as a token of appreciation.

These cards were given out to anyone by anyone within the company, as long as it was for a specific reason. Those reasons could be anything from treating a customer like a friend to giving back to the community they work in to helping a struggling co-worker on a project.

Howard says people would receive these cards and put them up around their offices and cubicles. You'd often see 10-15 cards spread out around the person's work space, and it was a reminder of the good things people were doing and the good that Starbucks represented in the employees' lives and the customers' lives.

On this episode, Howard shares another personal story about building a team from scratch and how he knew the right person for the right role. He also gives one piece of advice for fostering a positive culture in your organization. You'll hear that and more on today's Grow My Revenue!

You've been told the majority of communication is non-verbal and to read someone's body language for the full picture. But have you ever tried to read someone's physicality, only to get it terribly wrong? Our guest for today's show will explain why, and how to make sure that doesn't happen again.

Joining us is world-renowned body language expert, Mark Bowden. Mark is the founder of TRUTHPLANE®, where he and his team work with CEOs, politicians and other notable leaders. He's also written three books on body language, and was voted the #1 expert in the world on that topic!

Today he'll share some of the major misconceptions about body language, as well as how to establish trust and how not to. This is another episode you'll learn a ton from so tune in and get ready!

Listen to this episode and discover:

· Why sales scripts don't work.
· The importance of staying curious and why it wins trust.
· Why our brain isn't a knowledge system, and instead, what it is.
· What part of the body is the "truth plane"?
· How to look at a broader context than just someone's body language.
· And so much more!

Episode Overview

As one of the leading body language experts to ever grace his field, Mark Bowden has experienced a lot of misconceptions about the subject when working with his clients and speaking to the public.

The biggest one he sees is people trying to read others' body language based on the books, videos and other data out there. He says you have a 50/50 shot at interpreting their body communication correctly, at best.

Take, for example, someone standing with their arms crossed. Most advice you read would tell you this means the person is unapproachable, cut off and uncomfortable. But it truly can vary depending on the situation, so examine the context.

Mark says crossed arms could mean anything from the person is cold to they are tired, but trying to stay engaged in the conversation. Arms crossed can mean engagement under pressure of any other variety as well. You have to examine the context as well as the role you are playing with that context. Get curious, ask questions and look at other cues.

We also dissect the topic of trust and how body language plays a role in whether or not your prospect (or anyone else) trusts you. As you know, without trust sales aren't made. And without credibility, trust doesn't happen. To be credible with someone, Mark explains, means they trust you and believe what you tell them.

Your prospects know you are credible based on your body language. Our reptilian brain, the part responsible for our survival, sizes up others almost immediately upon sight. It's about the space the other person takes up, how they speak, and the behavior before words are even spoken.

A relevant example of this is the topic of disarming, something discussed often on this show. You and your sales team want to mimic the behaviors of someone buying - NOT someone selling. Your prospects will copy that behavior. But, if you act like a seller they will be turned off and try to push away.

The physical example of this is what you do with your hands. If you raise them at your chest or above, and become animated, you'll come across as a pushy sales person. Your prospect will most likely be turned off.

But if you lower your hand to your belly, and start using open palm gestures, you will come across as calm, assertive, credible and the leader in charge. Your prospects will look to you for your counsel, they will want to follow you and your suggestions. You can build on this by becoming curious, ask the question of whether this will work for them or not. They will ask the same questions.

That's just a sampling of the insightful wisdom Mark brings to this episode of Grow My Revenue. Tune in to hear all of that and more - including the most surprising thing he's discovered about prime ministers, Fortune 500 CEOs and the other experts he works with!

If you use a CRM to measure your sales team's performance, you may be missing out on the whole picture. To know if you are getting an accurate view of what's working and what's not working for your sales reps, you should be looking at certain key performance indicators (KPIs).

On today's show, Eric Esfahanian of Gryphon Networks joins us to talk about those KPIs, why CRMs are often the bane of sales departments and the biggest mistakes most sales managers overlook regarding sales performance. Because sales are so critical to the success of your business this is a can't-miss episode!

Listen to this episode and discover:

· When a CRM works and when it doesn't.
· What should all managers be measuring from?
· Why it all comes down to qualifying leads.
· What is your most important job as the head of sales?
· Why the #1 thing Eric teaches his reps is not closing.
· And so much more!

Episode Overview

When I asked Eric what are the biggest hurdles he sees sales managers and executives struggle with regarding sales, he had a simple answer. He sees too many organizations focusing too heavily on volume.

They spend too much time looking at the number of calls made and/or appointments held, versus what is actually happening during those calls and meetings. He believes there is much more opportunity when you look at other lesser known performance indicators. When you look at these they will tell you how effective a rep is.

He recommends measuring other KPIs like how frequently does the rep reach out to the prospect? How long are their conversations or how short are they? By focusing on the conversational aspect of the communication you can get a clearer picture of what is working and what is not.

This is where CRMs can actually hurt a business. Unless you make sure the metrics the CRM is recording are very comprehensive, you shouldn't be basing decisions off of it. Reps are inputting information by hand, and being optimistic in many cases. Then managers are rolling that optimistic information forward, and some companies are basing budgets off of those projections. And they are doing so without looking into how valid and accurate the information in the CRM actually is!

Instead, Eric suggests sales people should not be writing up reports. They don't want to be data clerks, they want to be making sales! So your CRM should be able to capture the phone calls they are making without the rep having to do it.

The CRM should be automatically gathering data like how many calls are being made, how many conversations are had and what happens in those conversations. With that information you can coach the reps how to handle objections, how to deal with customers, etc. You can identify what to improve in their performance, and what to showcase that is going well.

A good CRM will also help you track patterns to gather quantitative data, this is how you find out what the most successful reps are doing and you can see what is working. For instance, you may find your best reps make 10-20 calls between 4pm and 6pm, 5 days a week. Now you know you should schedule all your reps to be making calls at that time every night.

Also on this episode, Eric explains why recruiting, hiring and training are critical areas to getting the best out of your sales staff. We wrap up today's episode with an example of how to create peer to peer relationships between your sales reps and your prospects, and how doing so creates win-win solutions for everyone. Listen in for all of that and more on this insightful edition of of Grow My Revenue.

Webinar Date/Time: October 12 at 1pm Eastern US
Please visit www.IanAltman.com/podcast/eric-esfahanian for more information on this Webinar, including how to register.

Have you ever been talking to a potential client only for them to say they don't have any problems you can solve? On today's special solo show, I'll be sharing a specific example of how one listener can address this in his business. You'll hear how to apply it to your industry as well.

Also on this episode of Grow My Revenue, I'll guide you through the conversation steps you can take to talk with a potential client who has an existing vendor. I'll explain what to say to open the conversation, let their guard down and tell you just how well that existing partnership is going. This is a show you don't want to miss so sit back and tune in to today's Grow My Revenue.

Listen to this episode and discover:

• How to talk to a potential client, even if they think they have no need for your services.
• What are the symptoms that your product or service treats?
• How to effectively discuss their current provider with a potential client.
• Why you should have good third-party stories to share.
• And so much more…

Episode Overview

Recently I received an email from a listener in New York. He said he's in the photo booth business and his issue is his clients say they don't have a problem he can address. They don't have a photo booth problem, so how can he talk to them? And he's absolutely right: his client don't have a photo booth problem, no on has a photo booth problem.

Instead he should be looking for what are the symptoms that his photo booth treats? You should look for what symptoms your product or service treats as well.

For this particular business, his clients want to have a great event but they also want people to remember the experience. They want those memories to go beyond just what they ate, or drank, or danced to, etc. Without the listener's photo booth, there's no way for them to remember the experience. The photo booth gives them a lasting impression they can hold on to.

To go a step further there are additional symptoms the photo booth treats. Some of the symptoms are it appeals to all ages from young to old, it is a good and wholesome experience that everyone can participate in. It creates memories that can be shared for weeks, months and years ahead.

Whether or not you're in the photo booth industry, this same strategy applies to you. The key to communicating your business starts with thinking about symptoms you solve, rather than just what you offer as product or service.

On this show, I dive into what a conversation with a potential client looks like when they have a vendor. It begins by disarming them and engaging them with a conversation about their current relationship, and doing so in a non-threatening way.

From there, you steer them towards what is working in that partnership before asking what one or two things they would change if they could. I explain how to find out if the things they want to change are big issues, and what to do if they are and what to do if they are not. Each of these steps are critical to finding out what opportunity exists (if any).

During today's episode of Grow My Revenue, I examine why effective selling is about getting to the truth of the matter as quickly as possible and how to make your potential client more receptive to talking with you about their problems. Listen in for all of that and more!

Being recognized as a thought leader is a critical component of being successful in your industry. But reaching that status doesn't happen overnight, and it doesn't happen by accident. Here to share the intentional pieces needed to reach that goal is Elizabeth Marshall. She's known as the go-to expert on becoming an expert! She's worked with clients like Seth Godin, Michael Port and Carol Roth among many others.

On today's show, Elizabeth spells out the most common mistakes she sees people make when trying to reach thought leader level, how to promote yourself with seeming to self-promote, and the three questions that when answered will help you define your stance and your audience. This is an episode you will surely want to take notes on so get ready and listen in!

Listen to this episode and discover:

• Why becoming a recognized leader is a mastery path.
• Is your message ever "one and done"?
• How your own unique combination of experience and knowledge will help you stand out.
• What is the difference between curating and sharing content?
• How to walk the line between self-promotion and serving your audience:
• And so much more!

Episode Overview

It's not enough to call on companies and expect to get work with them simply because you want them as your client and what you offer is beneficial. Today it is about being seen and recognized as an expert in your field.

Elizabeth has helped many people achieve that expert status and she says it boils down to developing your message and your audience, first. This is a mastery path and will never be complete; it will require your 10,000 hours and a commitment to evolve, grow and transform right along with your marketplace.

If you're a keynote speaker it isn't enough to provide a great keynote speech from year to year. You must update it with new case studies, stories and insights that reflect the trends in your industry. You will always be developing and evolving your message, and adding to the conversation.

That is true of keynote speakers and you if you want to stand out as the go-to authority in your niche. And there are three questions to ask yourself to help you define your message, why you are an expert, and why your audience would want to work with you.

1. Why now?

The first question is why now? What is happening in the marketplace that has changed or shifted or transformed to make your message important today? Answer this and tie it into some uncertainty, complexity and pace of change then to make a case for why it's relevant now.

2. Why you?

In addition to what is on your resume, including your credentials and work experience, is your personal life factors. The unique experiences that make you who you are are what also qualify you to speak about a particular topic or subject. Elizabeth points out that the experience side of life is really powerful and can create a deep emotional connection with your audience.

3. Why this concept?

If you were writing a book you'd answer the question why this book? But the medium itself doesn't matter so much as why are you starting with this concept versus another one. It's important to answer this question so you know how it ties into your business model, as well as how it ties into your stage as a thought leader.

Today she gives the great example of Michael Port and how he started with Book Yourself Solid before his Think Big Manifesto message. She explains why and how he did it so successfully.

On this episode Elizabeth also explains the difference between self-promotion and sharing valuable content to serve your audience, plus her suggestions on establishing your expertise in your field. She shines valuable light on what to do and what not to do, tune into today's Grow My Revenue to hear it all.