It comes down to confidence.
I was speaking with a new client in the advertising industry. He wants to grow his business and attract more clients.
Focus on finding and getting in front of the decision maker. They are the ones that can hire you. That can write you the check.
One recommendation I offered is that he should start speaking at conferences and events in his industry.
He agreed the idea would help him to win clients.
And that it would further position him as an authority.
But he had a concern…
“Michael, the thing is…” The tone in his voice changed. “The people at these events will be VP and C-suite level and the highest position I’ve held is a Senior Manager.”
“And…?” I asked to have him share what he really wanted to know.
“Well…” he continued “I feel a bit uncomfortable, will they listen to me? Is it right for me to speak in front of people at that level?”
“Of course it is…” I said.
I went on to explain:
First, it’s natural to feel uncomfortable. If you always feel comfortable in everything you do it means you’re not leaving your comfort zone. You’re not pushing yourself. Passing boundaries and entering new growth stages.
Know that feeling is natural. Embrace it. Know that though it will feel hard as soon as you TAKE ACTION on the thing you feel fear about, that fear will melt. You will have conquered it. You will have grown.
Second, remember that your ideal clients don’t have your EXPERTISE. If they did, they wouldn’t need you. While they may have a higher position and title than you have had…though they may be older and have more years of work and life experience…they don’t have your LEVEL of experience and expertise in your area of specialization.
They look up to you. They may know the general landscape in your industry. They may even have some detailed knowledge. But most aren’t specialists and don’t have the DEPTH that you have. The expertise you’ve cultivated and developed. Continue Reading