Ingredient: Professional Visibility

If the first time that prospective clients hear your name is when you call them to have a sales conversation, you will find it much harder to get their attention than if they already know you or know of you. Increasing your professional visibility is not just a tactic for filling the pipeline; it’s also a way to influence buying decisions.

Networking and referral building activities will help you become more visible in your market niche and build trust. Attend networking events frequented by your clients and prospects or network with them online. Volunteer in a high-profile position, such as the program committee of an association your clients belong to, or as chairperson of a project likely to get good coverage in the trade press or generate buzz online.

The strategies of writing and publicity and public speaking will help you to become more visible professionally, while simultaneously building your credibility. When prospects type your name into a search engine, and see that you are regularly writing articles and giving presentations about your specialty, they will be more likely to take your call or return it. Promotional events like free teleclasses, workshops, or demonstrations give you a reason to send out invitations and press releases, or post about your activities online, which will increase your exposure.

All of these strategies have a higher effectiveness rating than advertising in bringing you more visibility with your target audience. They will allow you to establish the personal connections and trust that result in having more sales conversations and easier sales.