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I have just had a telephone enquiry from a potential client, asking if I could help with her particular problem. She said that she had called a couple of counsellors nearer to her home, but they had said that they were inexperienced in her particular problem and would have to get help and advice before they would feel able to see her. Not surprisingly, she didn't feel too confident in their ability to help her with her problem.
Whilst it is important not to oversell ourselves and lay claim to all manner of successes and expertise, we need to be aware that underselling ourselves is not a good look. Self-effacing and humility may work when we are with friends and family but clients and customers need to feel inspired by us and our confidence to deliver what they need. Their business/ health/ requirements matter to them and that is why they are contacting us and prepared to pay us good money.
There are some steps that we can take to improve our public perception and sell ourselves well:
- Certificates, diplomas and memberships framed and on the wall can engender confidence in us. We are obviously qualified, trained, competent and capable and these certificates serve to reinforce that view.
- Testimonials can serve to reinforce their opinion of our abilities and expertise. We may be qualified, but testimonials attest to the fact that we have actually done a good job and that someone is prepared to vouch for that. Personal recommendations are always the best way of gaining new clients, they come already feeling confident about us. But letters of recommendation and testimonials on our website can also help to contribute to that positive opinion.
- Stories and anecdotes can give clarification that we are experienced and skilled in what we do. Being careful not to breach confidentiality, it can be helpful to share evidence of how you have helped people on other occasions. It helps new clients to trust your skills all the more. And it provides reassurance that they are not alone. If they are coming to you with a problem it can be helpful to feel that there are other people who have had similar experiences and been helped.
- A good public perception of the business is important. Staff need to present themselves well, look smart, be trained to understand the business and be ready, willing and able to answer questions or direct those questions to someone who can. Company vehicles should be clean and be signed legibly and clearly. All these things make a difference to how you appear to customers and how you sell yourself well.
- Literature is important. A company brand provides a link between any different parts of your business. You may have literature for one aspect of what you do, but good quality literature makes it clear that there are other strings to your bow that may be of interest.
- Communicate your skills. You can use customers email addresses to update of any developments and keep your brand fresh in their minds. Providing succinct and informative newsletters and mail shots can be a valuable way of keeping in touch with customers.
- Offer training. This can bring different customers together to learn more about your products with the added inducement of them networking and meeting other professionals in similar or complementary fields. If they make business contacts then they potentially do better which in turn benefits you.
A little planning can introduce important steps that improve how you appear to your customers and clients. Selling yourself well can move you into a more positive place in their perception of you and your brand.
Susan Leigh is a Counsellor and Hypnotherapist who works with
- stressed individuals to promote confidence and self belief,
- couples in crisis to help improve communications and understanding
- with business clients to help support the health and motivation levels of individuals and teams
For more information see http://www.lifestyletherapy.net
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