For most service professionals, there's a simple equation to follow:
·V + C = P --> Visibility + Credibility = Profit
In this equation, both visibility and credibility have an effect on profit. You can't have just one and hope to create a profitable, sustainable business. And as they increase, so do your profits.
Let's breakdown the equation in more detail.
Visibility. Your target market has to know you exist and be able to easily find you. You have to know where they hang out, and be there in order to attract them to you. Think of visibility as showcasing your expertise in a way that makes others want to learn more. Visibility strategies include:
·Public speaking
·Writing in online and offline models
·Participating in social media
·Your website
·Joining local organizations that serve your target market
·Offering free teleseminars and workshops
Credibility. Visibility gives you the opportunity to prove you're credible. Think of your own buying experiences. Trace your steps from the time you became aware of someone through making your first purchase, and then any subsequent purchases. Chances are you found that person through one of the visibility strategies above. You then gave that person the chance, over time, to prove worthy of further attention and then investment in their offerings.
How did that person accomplish it? A sales cycle of offerings that:
·Ranged from no-barrier-to-entry offers through the most expensive core offering.
·Allowed you to purchase at a level equal to that person's credibility with you.
·Delivered on the promises made and improved your relationship with the service provider.
·Offered social proof from others and a guarantee, increasing your confidence in the buying process
Profitability. Combining visibility strategies and the credibility built through your sales cycle leads to better relationships with your target market. Better relationships over time lead to profitability, not just from a one-time sale, but multiple sales with the same client over time. The keys to entire equation?
·Relevant, actionable content
·Consistency
·Frequency
·A service mindset
·Focused action
Amy Franko is the owner and principal learning designer of Amy Franko Consulting. Amy is a certified Book Yourself Solid ™ business coach. The group she's most passionate about serving is women who are solo service professionals. She uses a simple system of protocols specifically designed to bring more ideal clients into their business, even if marketing and selling isn't something they like to do. You can learn more about her by visiting her website www.amyfranko.com or following her on Twitter www.twitter.com/amyfranko.
·V + C = P --> Visibility + Credibility = Profit
In this equation, both visibility and credibility have an effect on profit. You can't have just one and hope to create a profitable, sustainable business. And as they increase, so do your profits.
Let's breakdown the equation in more detail.
Visibility. Your target market has to know you exist and be able to easily find you. You have to know where they hang out, and be there in order to attract them to you. Think of visibility as showcasing your expertise in a way that makes others want to learn more. Visibility strategies include:
·Public speaking
·Writing in online and offline models
·Participating in social media
·Your website
·Joining local organizations that serve your target market
·Offering free teleseminars and workshops
Credibility. Visibility gives you the opportunity to prove you're credible. Think of your own buying experiences. Trace your steps from the time you became aware of someone through making your first purchase, and then any subsequent purchases. Chances are you found that person through one of the visibility strategies above. You then gave that person the chance, over time, to prove worthy of further attention and then investment in their offerings.
How did that person accomplish it? A sales cycle of offerings that:
·Ranged from no-barrier-to-entry offers through the most expensive core offering.
·Allowed you to purchase at a level equal to that person's credibility with you.
·Delivered on the promises made and improved your relationship with the service provider.
·Offered social proof from others and a guarantee, increasing your confidence in the buying process
Profitability. Combining visibility strategies and the credibility built through your sales cycle leads to better relationships with your target market. Better relationships over time lead to profitability, not just from a one-time sale, but multiple sales with the same client over time. The keys to entire equation?
·Relevant, actionable content
·Consistency
·Frequency
·A service mindset
·Focused action
Amy Franko is the owner and principal learning designer of Amy Franko Consulting. Amy is a certified Book Yourself Solid ™ business coach. The group she's most passionate about serving is women who are solo service professionals. She uses a simple system of protocols specifically designed to bring more ideal clients into their business, even if marketing and selling isn't something they like to do. You can learn more about her by visiting her website www.amyfranko.com or following her on Twitter www.twitter.com/amyfranko.
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