A visible, clear, authentic and appealing profile is your most effective platform for attracting clients and building a team.
At its most effective, it happens through word of mouth without you even being there. But you’ll have had to do a lot to create the kind of visibility and profile that means those conversations happen. There’s no such thing as an overnight success.
That means at its very core, raising your profile is a highly multiplicative activity.
Things you could do directly to trigger a talked-about profile would include for example:
- speaking in conferences;
- visibility on social media;
- hosting events;
- writing articles and blogs;
- authoring books;
- creating and distributing videos;
- engaging in highly visible projects;
- winning awards;
- ranking highly in industry reports and analyses;
- engaging in community and community-building activities;
- getting press coverage.
All of these have a role to play at different stages in your sales funnel.
You can apply significant leverage by enabling and empowering your team to engage in these activities. Effectively, you’ll be creating a number of multipliers for the business. Get them blogging, on stage, hosting events, writing articles, running communities. This helps you get customers, as it establishes credibility as well as raising your profile. At the same time, it will showcase the calibre of people who work with you, and that you’re the kind of company that loves to give your people a profile, which will increase your appeal as a home for quality consultants. You’ll be multiplying demand and supply in one fell swoop.
A word of caution before moving on here – do evaluate the effectiveness of your efforts, as it is very easy to do a lot and create little. Especially with social media, which can be very effective, but can also be a deathly time-sink with no return.