How to make a living while you’re making a difference. A weekly show for independent professionals who want to go from six-figures to seven while increasing their impact on the world.
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Trusted Authority
What do you need to do to build trust as an authority? Talking Points Charlie Green’s mathematical equation for determining trustworthiness Getting feedback about what you need to work on How your website or marketing materials could reveal gaps in credibility Seeing your credibility indicators through the eyes of your ideal client Demeanor as a credibility factor Making and keeping promises Consistency Being on time Intimacy Making yourself vulnerable Building intimacy by asking questions Taking the low-status role How to look for self-orientation on your website Quotable Quotes “The easy box to draw is what the world sees as credibility.” –RM “I’ve had people tell me a bunch of times that my demeanor is what convinced them.” –JS “In a service business there’s a whole lot of collaboration with your clients.” –JS “One way to build intimacy is to ask questions – about them. And listen to the answers.” –RM
Charles Green - The Trusted Advisor
Charles Green, legendary author of The Trusted Advisor, shares years of wisdom on building trust with clients. Talking Points What a trusted advisor is Why people in the authority space want/need to be trusted advisors The trust equation How people view women and men in terms of trust Most trusted profession How taking risks builds trust Strength of ego The trust-building process Cues clients give that show they feel heard Trust mindset Social media and trust building What Charles would change now if he could How the book fits with Charles’s business model The evolution of the products and services Charles created around the book Quotable Quotes “A trusted advisor is someone you feel comfortable telling your innermost as well as your outermost thoughts.” –CG “The truth is trust doesn’t just aggregate naturally over time. It accrues in little step functions, moments when you say the right thing and somebody opens up to you.” –CG “If you aspire to be a trusted advisor to your clients, the wrong strategy would be sitting around aggressively waiting for the phone to ring.” –CG “We said it’s really not a data book, it’s more kind of a wisdom book.” –CG Related Links Charles Green Trusted Advisor Associates The Trusted Advisor - the book
Defining Your Competition
How do you define your competition? Talking Points Why you need to define your competition Brand neighborhoods Communicating with competitors Being choosy about who you work with Empathizing with potential clients An authority versus_ the_ authority What you can learn from sales interviews Defining yourself as well as the competition Researching the competition Quotable Quotes “I think it’s important for authorities to understand who around you you should pay attention to.” –RM “I find that a lot of people who I work with have a really hard time defining their unique difference.” –JS “I don’t want to take somebody on that really should be with someone else, because it’s not going to go well.” –JS “You’ve gotta get really clear on your special sauce.” –RM
Packaging Your Expertise (aka Put It In A Box)
The benefits of packaging up your expertise in novel ways. Talking Points The Lambda School Changes in Schwab’s financial planning model Value pricing Packaging your expertise Making your knowledge affordable to the people who you want to help Prioritizing money Connecting the dots for clients Diversifying your income stream Starting smaller at the beginning Knowing how your product can transform a business How past client testimonials can help you box your expertise Getting feedback before you’re ready to sell Quotable Quotes “You want the price of whatever you’re creating to reflect its value to your ideal user.” –RM “Sometimes money is more of a priority than a resource.” –JS “You can create a business model out of almost anything if you approach it as a business.” –RM “If you want to come at it from an expertise standpoint, the less me-focused it is, the easier it is for other people to connect the dots for you.” –JS Links The Lambda School Charles Schwab - new pricing model
Building Trust
Do you know how to build trust? Talking Points Defining trust Pre-sale trust and post-sale trust Domain-specific trust How to project an image that elicits trust from the right kind of audience How consistency builds trust Why clarity is important Who should extend their trust first Building trust during sales calls Making an impression that inspires trust Designing a website that builds trust Making yourself easier to contact Creating a page on your website that answers some of the questions you get asked most frequently Writing the way that you talk Quotable Quotes “I feel like trust is just an implicit part of that relationship, and the more we can make it explicit, I think it’s easier.” –RM “If we trust first, then the other person has the opportunity to trust back.” –RM “I don’t even call it a sales call. I call it a sales interview, and it’s just like a job interview. It goes both ways.” –JS “Tell me if you have a customer service person and I’ll tell you whether or not you should have a chatbot.” –JS
When To Say Yes (Or No)
Do you know when to say yes – or no? Talking Points Mile markers for when you want to say yes or no Knowing the difference between opportunity and distraction Creating a strategy for choosing yes or no Conscious yes How saying yes to the wrong things can spiral Outsourcing when you need to say no Recognizing the kinds of people you want to say yes to Recognizing what is and isn’t a good fit The effect of maximizing productive yeses Quotable Quotes Without a strategy for your business, there’s no way to distinguish an opportunity from a distraction.” –JS “A 'Yes' can spiral into a whole bunch of unexpected work and distractions.” –JS “You don’t want a client nitpicking everything you’re doing.” –RM “It’s always easier to say yes to somebody who’s got a track record.” –RM Related Links Start With No by Jim Camp
How To Switch Your Niche
Do you want to switch your niche? Talking Points Pivoting from one niche to another Avoiding customer confusion Building credibility with a new audience Getting recognized in the new niche How to handle audiences that don’t mix Handling social media during a pivot How to manage your website during a pivot Whether you can leverage your existing audience Opportunities to leverage the old business Quotable Quotes “Looking back on it, it really didn’t take that long, but it (switching my niche) felt like it took a long time.” –JS “The more you are recognized for the first niche, the harder it is to transition to the second.” –RM “You have to find that way, not just for your own confidence but to build your future clients’ confidence in you.” –RM “You’re going to spin down the old business one way or the other. You’re either going to sell it or you’re going to let it peter out.” –JS
Positioning In 5 Words
Can you state your positioning in five words? Talking Points The single client need A minimum viable positioning statement Choosing a target market or ideal buyer that is specific enough Choosing the right language when describing what you do Describing outcomes that you know your clients will want Brand neighborhoods Getting new clients by focusing on a smaller segment Quotable Quotes “Basically, love and fear are the two main motivators with people.” –JS “I believe that the way you pick your specialty is you start with what you really love to do and for whom you love to do it.” –RM “The feeling is more important than the words to get you motivated and started and talking to people about what you do.” –RM “One thing you’ll always see is a huge list of really impressive clients that they’ve worked with. And that, to me, becomes the thing that attracts new clients.” –JS Related Links Todd Tresidder Financial Mentor
Practical Leverage
What are some practical examples of leverage? Talking Points Using your time in a way that it’s most valuable Paying to have work done so that you can focus on more important things Not giving up the things you like doing that are beneficial Setting up a standard operating procedure How to leverage getting on more podcasts Knowing what to delegate Billable hours Writing down your operating procedures Quotable Quotes “Once you find someone that’s good – I don’t forget about it, but so many things happen now by magic.” –JS “When you’re working with another professional, you’re not saying “do this, do this, do this, do this, ” which is a little, kind of rote to me.” –RM “So, what are you doing that drives you insane? Chances are it’s not going to be the thing you’re really good at.” –RM “Even if you just write it down for yourself and then use it each time, you’re already ahead of the game.” –JS Related Links: Todd Tresidder Financial Mentor The Leverage Equation
Todd Tresidder - The Leverage Equation
Guest Todd Tresidder joins us to talk about generating wealth by creating leverage in your business. Talking Points How Todd came to start Financial Mentor Understanding compounding wealth 3 Primary asset classes How entrepreneurs and freelancers can use leverage Leveraging knowledge and experience Delegating tasks The freedom of having a structure The time leverage angle 10X exercises Scalability Managing risk by starting with just your time 6 types of leverage that are solutions to obstacles How people can get started with leverage Quotable Quotes “Through coaching I really learned how much there was that I still had to learn.” –TT “The beauty of this is you can literally separate your equity growth from your earnings capacity or your time.” –TT “The whole idea is that you look at everything you spend your time on as a failure of your business systems.” –TT “Leverage is how you build the scalable large win, and risk management is how you control the losses.” –TT Related Links: Todd Tresidder Financial Mentor The Leverage Equation Prefer to read? Here's an interactive audio transcript of the raw audio of the episode.
Relationships Rule The World
Relationships are key to being in an authority business. Talking Points How relationships manifest between clients and consultants Different ways of connecting with people The network effect You may be surprised by how willing people are to talk if you approach them the right way How connecting with one type of person can potentially open up a whole new branch of connections Helping other people connect can help you build new relationships as well How to set up systems that help you connect with other people Quotable Quotes “I’m pretty promiscuous on LinkedIn.” –JS “Part of your relationship-building process has to fit with what you like, what you love to do.” –RM “With social media, you can just explode your results 100 times over. You create the equivalent on Twitter especially, of these virtual rooms, these virtual cocktail parties.” –RM “The more interesting people you’re connected with, I think, I just keep coming back to magic. It’s like magic. Magic happens.” —JS
Deciding Whose Voice To Listen To
How do you decide whose voice to listen to? Talking Points How to develop filters that help decide who to listen to Figuring out where someone is coming from when they give feedback Responding to unwanted feedback When you should be open to new opinions Avoiding echo chambers When asking for feedback, make sure that you ask specific questions Giving graceful feedback The role of your spouse Quotable Quotes “Just because it’s something that we don’t want to hear doesn’t mean we can’t still be grateful that somebody felt the need to tell us.” –RM “Being able to communicate a complex idea to a whole bunch of different types of peoples from different cultures and different languages – it’s brutal.” –JS “It’s all in who you ask, how you ask, how likely you are to get the response that you want.” –RM “In my intake form for private coaching, I have two questions on there. Are you single, what’s your marital situation, and do you have any business partners. Because both of those things need special handling.” –JS Related Links Seth Godin
Should You Build A Course?
Should you build a course? How do you get started? Talking Points Once you create a course, it’s really hard to change it later Formulate a big idea and know your audience for the project Writing or speaking can help you get feedback on your ideas and help you get them into shape before creating a course Look into your options for where to develop the course Shorter courses are easier to sell You probably don’t need to communicate everything you know about a subject in one course in order for it to be useful to others An outline can be a good way to get started on your course Optimize for ease of recording Live takes Keep editing to a minimum Transcripts and video players that allow people to listen at their own speeds are helpful for students Self-host or use a hosting service Quotable Quotes “I kind of go back to this all the time and it might be just my personal bias, but I feel like writing a lot is almost a necessary precursor.” –JS “I think maybe one of your questions should be, “where do I want to develop this course?”” –RM “Any whiff of perfectionism can spiral out of control very quickly.” –JS “If you’re at all a person who gets into detail, you may decide you really love doing the editing, and that may not be the highest, best use of your time.” –RM Related Links How to Kick off a Successful Launch
The Authority Mindset
Do you know how to develop an authority mindset? Talking Points An authority mindset includes wanting to help others who need your expertise The difference between an abundance mentality and a scarcity mentality Knowing when to say no Listening more than you speak Pricing mindset Courage and confidence The courage to specialize in a specific niche Putting yourself out there Having a thick skin Everything is content Quotable Quotes “I think the first rule is you want to help kindred spirits whenever you can.” –RM “Lighting somebody else’s candle from yours – you’re not losing anything.” –JS “I want to make it clear that adopting a service mentality does not mean that you become a doormat. To use the restaurant mentality – I’ve kicked plenty of people out of restaurants.” –JS “I think as you get out more and more and your name becomes known and you build a thriving business there actually can be an uptick in your fear, because now you’re not just starting out wondering where the next dollar is coming from. Now it’s coming in nicely, and you don’t want to rock that boat.” –RM Related Links Seth Godin
Humane Selling
Why “selling” shouldn’t be a dirty word. Talking Points Despite the pushy salesperson stereotype, most things are not sold to consumers in pushy way You can sell without acting like a pushy salesperson Words like marketing or negotiating are often more palatable than selling Selling is necessary, because people won’t just show up to buy unless you put in the effort Reframing the concept of selling can help You can think of selling something that somebody needs as a mutual profit – both parties get something they want It’s important to involve the client in the process along the way Chemistry with a person matters in some types of sales Importance of having the right mindset Quotable Quotes “What that means to me, I think, if you think about it, is that 90% of the things that are sold to you are not done in this gross way.” –JS “What difference does it make, really, what you call it? It’s the activities that you do that are going to get the result that you want. –RM “If you don’t want to talk about marketing, if you don’t want to think about it like that, just go into the world and help as many people as you can.” –JS “When a consultant figures that out, it’s like a bell rings and you can’t unring it anymore. You can’t go back and work with somebody who doesn’t fit in your parameter of genius.” –RM Related Links Book Yourself Solid The Secret of Selling Anything