Promote, Position, Publish - The Key to Attract Business

By Barbara Sanfilippo

Imagine being flooded with phone calls and emails from hot prospects requesting information on your products and services. Top performers have a philosophy that works. "Don't make cold calls - attract warm calls." By positioning yourself strategically as "the expert" in your area you can differentiate yourself and attract more business with less effort. In fact, why not clone your best customers and create more of them!

Most customers prefer to buy from someone they feel understands their particular business and industry challenges. By infiltrating key target markets and positioning yourself as "the expert" you can achieve celebrity status in your niche. To do this simply ask your best customers and prospects three key questions:

What professional industry organization do you belong to?

What industry magazines, journals or newsletters do you read?

Would you be willing to help me by guiding me on how I can join, attend or speak at your association meeting and submit an article for your industry publication?

I remember advising Mark, a sales rep I met three years ago after I spoke at his annual sales meeting. He excitedly called me a year later to share his success. At the time he was struggling selling advertising space for a newspaper. As I suggested, he went back to three of his best customers and asked the above three questions. One of his customers was a printer and suggested he get involved with his state printing association. Mark joined the association, attended the meetings, spoke at one meeting and wrote a series of mini-articles in their newsletter on how to promote your printing business. The articles generated interest in his services and positioned him as an expert. Now he is enjoying his celebrity status in the printing industry and looking to repeat his success in another industry niche.

So what are you waiting for? It's easy to get an article published in an industry journal. Just call up the editor to discuss your idea, get commitment and then write the article. This will not only give you credibility and exposure, but can reduce or eliminate your advertising budget. To get your phone ringing -- get visible, get published and position yourself as an expert.