Where are You in the Hierarchy?
Author: Sandra P. Martini
There is what I call a "Hierarchy of Connection" - the
higher the level of your connection, the more credibility
you have and the more likely prospects are to turn into
clients and refer others to you - think of this as the
"know, like and trust" factor you hear so much about.
Each experience of you creates a different level of
connection as described below:
1. NO Name Recognition -- People have never heard of
you/have no idea who you are or what results you provide.
2. Vague Recollection -- People hear your name and have a
vague recollection of having heard it somewhere before, but
are fuzzy about the details.
3. Recognition -- People recognize your name and have
either heard or read about you at some point. If asked
about you, they agree to knowing "something" about you.
4. Know -- People feel they've come in contact with you
"somehow" - usually through something you've written, a
networking event you both attended (though you didn't ever
actually meet) or through someone else who knows you.
5. Know AND Like -- People feel they "know" you and will
recommend you to others based on hearing your voice --
assuming, of course, that they've had a good experience in
dealing with you/your team. They've created a connection
with you as a result of hearing your voice.
6. Relationship/Trust -- People feel they have a
relationship with you as the result of an "in person"
meeting/connection.
Think of it as a pyramid with most people being in Level 1
and increasingly smaller amounts being in each Level as you
move closer to the top.
Now that we know the different levels, how do you quickly
jump to Levels 5 and 6?
Honestly, there is no magic pill. You must consistently do
what some may feel are "ordinary" or even "boring" things
in order to build credibility in the minds of your
prospects. I'm going to share 4 such strategies which have
been instrumental to my success:
1. Send out a newsletter consistently and continuously
grow your list -- if you're not consistent, you may as well
not do it at all as it begs the question if you can't be
consistent with your own business, how will you treat mine
if I'm a client?
2. Include your picture in your newsletter, on your
business card and on your website so you're not simply
words on a screen.
3. Incorporate audio in your newsletter and on your
website to introduce people to the sound of your voice --
you become more *real* for them.
4. Regularly hold -- and promote -- teleseminars and
provide your participants with informative and valuable
content to gain increased exposure and credibility.
It's business systems like these (YES, these ARE "systems")
which ensure you're consistent in your marketing, team
leadership and client/prospect relations. . .and that
consistency leads to more clients more often, and for
longer periods of time.
Your Coaching Challenge
If you're not sending out a newsletter, at least once each
month EVERY month, I'm asking you to pick a date by when
you will start -- even if that "newsletter" is a simple
three sentence quick tip and your list consists of your
friends and family. It's not quantity, it's quality and
it's consistency!
If you are sending out a newsletter, is your picture
somewhere in every issue? Are you recording your feature
article and including audio in every issue? How can you
build more connection with your readers, and it doesn't
have to be about sharing your entire personal life?
The important thing is to start from where you are and take
one step forward every day. . .
About the Author:
For the past 5 years, Sandra Martini has been showing
self-employed business owners how to get more clients
consistently by implementing processes and systems to put
their marketing on autopilot. Visit Sandra at
http://www.SandraMartini.com for details, compelling client
testimonials and her free audio series "5 Simple and Easy
Steps to Put Your Marketing on Autopilot".
Author: Sandra P. Martini
There is what I call a "Hierarchy of Connection" - the
higher the level of your connection, the more credibility
you have and the more likely prospects are to turn into
clients and refer others to you - think of this as the
"know, like and trust" factor you hear so much about.
Each experience of you creates a different level of
connection as described below:
1. NO Name Recognition -- People have never heard of
you/have no idea who you are or what results you provide.
2. Vague Recollection -- People hear your name and have a
vague recollection of having heard it somewhere before, but
are fuzzy about the details.
3. Recognition -- People recognize your name and have
either heard or read about you at some point. If asked
about you, they agree to knowing "something" about you.
4. Know -- People feel they've come in contact with you
"somehow" - usually through something you've written, a
networking event you both attended (though you didn't ever
actually meet) or through someone else who knows you.
5. Know AND Like -- People feel they "know" you and will
recommend you to others based on hearing your voice --
assuming, of course, that they've had a good experience in
dealing with you/your team. They've created a connection
with you as a result of hearing your voice.
6. Relationship/Trust -- People feel they have a
relationship with you as the result of an "in person"
meeting/connection.
Think of it as a pyramid with most people being in Level 1
and increasingly smaller amounts being in each Level as you
move closer to the top.
Now that we know the different levels, how do you quickly
jump to Levels 5 and 6?
Honestly, there is no magic pill. You must consistently do
what some may feel are "ordinary" or even "boring" things
in order to build credibility in the minds of your
prospects. I'm going to share 4 such strategies which have
been instrumental to my success:
1. Send out a newsletter consistently and continuously
grow your list -- if you're not consistent, you may as well
not do it at all as it begs the question if you can't be
consistent with your own business, how will you treat mine
if I'm a client?
2. Include your picture in your newsletter, on your
business card and on your website so you're not simply
words on a screen.
3. Incorporate audio in your newsletter and on your
website to introduce people to the sound of your voice --
you become more *real* for them.
4. Regularly hold -- and promote -- teleseminars and
provide your participants with informative and valuable
content to gain increased exposure and credibility.
It's business systems like these (YES, these ARE "systems")
which ensure you're consistent in your marketing, team
leadership and client/prospect relations. . .and that
consistency leads to more clients more often, and for
longer periods of time.
Your Coaching Challenge
If you're not sending out a newsletter, at least once each
month EVERY month, I'm asking you to pick a date by when
you will start -- even if that "newsletter" is a simple
three sentence quick tip and your list consists of your
friends and family. It's not quantity, it's quality and
it's consistency!
If you are sending out a newsletter, is your picture
somewhere in every issue? Are you recording your feature
article and including audio in every issue? How can you
build more connection with your readers, and it doesn't
have to be about sharing your entire personal life?
The important thing is to start from where you are and take
one step forward every day. . .
About the Author:
For the past 5 years, Sandra Martini has been showing
self-employed business owners how to get more clients
consistently by implementing processes and systems to put
their marketing on autopilot. Visit Sandra at
http://www.SandraMartini.com for details, compelling client
testimonials and her free audio series "5 Simple and Easy
Steps to Put Your Marketing on Autopilot".
