Friday, March 28, 2008

5 Ways to Position Yourself as a Resource

You’re not a salesperson.
You’re not a consultant.
You’re not a therapist.
You’re not a blogger.
You’re not a writer.
You’re not a coach.

You’re a RESOURCE.

An individual who possesses a valuable supply of (something) that can be readily drawn on when needed.

A resource.

Get. That. Through. Your. Head.

See, when you position yourself as a resource, four things happen:

1. You BECOME the Go-To Person.
2. You DELIVER unique, consistent value.
3. You ESTABLISH mindshare with the people you serve.
4. You ENHANCE your approachability people come BACK to you.

Sound good?

Cool. Here are five daily practices for positioning yourself as a resource:

1. Blog. Once you’ve been blogging steadily for a year or two, you’ll start to accumulate a powerful intellectual asset. And especially if you’ve tagged, titled and categorized your posts strategically, it will be quick and easy to find the right posts at the right time. That way, you could leverage past posts as resources in several ways.

For example, you could…

a. Send emails with relevant links to prospects and clients.
b. Post a “Best Of” list that links to a variety of posts on the same topic.
c. Write an ebook, special report or whitepaper as a compendium of related posts.

2. Catalog. If you’re an avid reader, (and if you’re not, you’re NUTS) a great suggestion is to take a weekend to catalog your personal success library. Sure, it might be a tedious process. But once you’re finished, you’ll not only be more organized, you’ll also be able to use your books as resources for others in a variety of way.

For example, you could…

a. Pull a few key ideas from each book and create a master quote list.
b. Write out a summary document for your Top 20 Favorite Books and start a lens on Squidoo.
c. Create a “Reading for Success” list to pass along to clients, colleagues and coworkers. Use it as a Call To Action at the end of your articles or blog posts, i.e., “For a list of my top 100 books of all time, send an email to…”

3. Introductions. My friend Arthur is the ULTIMATE resource. At the end of every lunch, coffee or brainstorming session we have, he’s always got a list of five people I need to call. Or email. Or get in touch with.

It’s great! And every time he does that, it makes me FEEL great, too. What about you? Are you the kind of person who leaves people with a solid to-do list?

If not, try these incorporating these types of “introductions” into your resource practice:

a. Every Monday morning ask the question, “What two people do I know that need to meet each other?” Send out one email intro every week.
b. Every time you attend a networking event ask the question, “How many referrals can I give while I’m here?” Shoot for five.
c. Every first of the month ask the question, “What two people do I know that I can bring together with for a brainstorming lunch?” They’ll love you!

4. Links. Constantly update and refresh your list of links to articles, blog posts, stories, pictures, videos and clippings that relate to your specific area of expertise. Keep a running list that includes each link AND the type of person (or actual person) who would benefit from reading it.

Then, when you send it out, use Phrases That Payses like:

a. “Thought of you when I read this!”
b. “Hey, isn’t this your main competitor?”
c. “I hope you’ve seen this before – it directly relates to your bottom line!”

5. No’s. If a prospective customer shows interest in your products or services, but you discover you’re NOT the right person or company to help, never say (just) no. Say “No, although I know someone who CAN help you…” That way, you’re still marketing. You still look like the hero. And you’re still associated with the solution to their problem.

And hey, you never know: they may come back in the future when they ARE the right type of customer for you!

Try verbiage like this:

a. “I’d prefer to decline than do a poor job. However, my friend Paul would be the PERFECT guy for you to contact. His website is…”
b. “Although our company probably isn’t the right fit for your project, you may want to try calling some of our friendly competitors at…”
c. “Although I’m certain I could be of (some) assistance, there IS a company that specializes in your type of problem called…”

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REMEMBER: If you want to be That Guy, position yourself as a resource.

LET ME ASK YA THIS...
How are you positioning yourself as a resource?

LET ME SUGGEST THIS...
For a list called "153 Quotations to Inspire Your Success," send an email to scott@hellomynameisscott.com and I'll send you the list for free! (See, now THAT'S how you position yourself as a resource.)

* * * *
Scott Ginsberg
That Guy with the Nametag
scott@hellomynameisscott.com

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