How much of your time is spent running around and chasing clients, trying to get them to buy your product or service? You are great at what you do – shouldn’t it be the opposite? Shouldn’t your ideal clients be seeking you out? This is the distinction of what Sharon Melnick calls “Chasing After” versus “Getting Chased.” And there is good news – you can, in fact, become a highly sought-after, go-to expert in your industry that clients everywhere are chasing after.
Sharon is the CEO of Horizonpoint Inc. She also has a Ph.D. and is a leading expert in business psychology and stress resilience offering books and programs on growing your business with focus and confidence. At the 2016 Smart Hustle Conference, she spoke to the audience about various strategies for “Getting Chased” by your ideal clients.
According to Sharon, the key to getting chased is becoming the go-to expert on a certain topic. Everyone who wants to know about ‘topic x’ will, therefore, seek you out first, whether it is paying clients or journalists looking for a credible source for their latest story.
Three ways to become a go-to expert are:
1. Show Empathy
Put yourself in the shoes of the client so you explain their problem/challenge/opportunity better than they can even describe it themselves. You will give them hope and become a trusted advisor who has the solution they need.
2. Use Framework
In a framework approach, you show how you are differentiated from the competition. For example, “Unlike ____, I/we ______.” By showing how you are different from others that are in your industry, you can get them to choose you.
3. Expert Position
By using expert positioning you show yourself to be knowledgeable about a certain topic by creating a project that demonstrates your expertise. Sharon has done this herself with her book Success Under Stress, but there are other ways too including whitepapers, videos, webinars, and more.
In an ideal world, your perfect clients would be chasing YOU! Now take these tips and make that world a reality.