A decade ago I entered the world of “business advisory.” This is the blanket term for people who do some form of business coaching, consulting, advising, training, speaking, strategizing, etc.
Usually the people who are really successful in their own business advisory company come out of big, well-known firms like McKinnsey, Accenture or Bain.
Or they had impressive titles in the companies they came from like ‘Global VP of Sales,’ ‘Chief Strategy Officer’ or ‘Director of New Market Initiatives.’
So between their impressive titles and the network of contacts they bring with them into private practice, they quickly grow big, fat and happy.
I had nothing.
I came out of my own business as a Professional Organizer, so I had no cool title and no contacts.
(In case you’re wondering, Professional Organizing is helping people organize the stuff in their homes or offices)
When I went to market myself I was always met with resistance. People always asked about how big my company was or how many years experience I had or who were my biggest clients.
Basically, they believed I had no business helping them with their business.
So how the hell did I get here? How did I become “big” and build a big brand?
I turned to the one thing that never fails. I looked at my prospect’s subconscious mind.
I studied why they defaulted to hiring big companies and “known entities” instead of someone like me.
The reason was obvious: My prospects hired my bigger competitors because they PERCEIVED them to be experts.
They never asked the big guys for their number of employees, years of experience or their biggest clients.
The prospect’s perception of the “big guys” was REALITY.
So, all I did was to create the perception of myself as a “big guy.” And I didn’t need to spend much money at all.
You see, it wasn’t how much I spent, but what I said and how I said it. THAT is what made the difference.
Guess what. You can do it too!
And I’ll show you how.
This is for you if you have any of these issues…