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When prospects meet with you for the first time, usually they already feel positive, negative or neutral about doing business with you.
The mindset they come to you with can be critically important in determining whether they will eventually do business with you or not. Why is this the case?
Our predispositions often play out the way we think they will. It’s not a mystery, but really just human nature and psychology. If people come to the table wanting to work with you, they will find reasons to support their initial thoughts – even if you don’t have a perfect presentation. If they come to the table NOT really wanting to work with you, only willing to hear what you have to say – they will be consciously or subconsciously looking for reasons to be right and not choose you. It is true in politics, in business, in dating and in life. We want to be “right” and often that need overshadows many other factors.
If I come to the table positive about you, I will likely find a reason to be right. Have you given people a reason to be positive about you before they meet you? That’s what marketing is supposed to do.
Related: 10 Unique Events Bringing in New Business for Advisors
Instead of having to put on the hard sell at the end of your seminar, what if attendees came to their own conclusion that they want to work with you? What if your website made people feel they have arrived at the right place, and your firm could truly serve them? What if your clients were powerful advocates promoting your positives and generating referrals? It’s possible, of course. But you have to start with the end in mind. Ask yourself – does my marketing do this?
I believe the goal of your marketing is to share who you are and what you do, focused on creating a positive aura around your business. The only way to do this is by sharing more about you in an authentic way and avoiding the overly stiff, professional marketing speak. The more you connect through your marketing, the more you will give your prospects a reason to later say, “I knew it!” or “I told you so!” …in a positive way of course!!