The simple answer is you don’t.
The problem is people have set ways of doing things AND their own thoughts about things… their own perspective on things…
Do you ever meet people who say they know what you do, but don’t really?
They have an understanding of the concept of what you do, but this is based on their own experiences with that thing, whatever it may be.
Let’s take marketing for an example. People “know” what marketing is and they’ve all had experiences of doing it themselves, with other people and having others do it for them which may not have good connotations to them.
The problem why people don’t know what you do, is because they don’t understand HOW you do it. They have their own preconceptions of what you do but not a deeper understanding. Which means there is only one solution…
You have to help the clients you encounter, UN-learn what they already know about what you do…
And to help people un-learn, you MUST educate them. Educate your clients (current and potential) WHY you and your company are the right people for the job… Educate them about you, your company and how you do things. People buy from people!
You can NEVER convince someone to work with you because convincing them means you need to do everything within your power to make sure they “get it”.
Meaning of the word Convince
verb: convince; 3rd person present: convinces; past tense: convinced; past participle: convinced; gerund or present participle: convincing
cause (someone) to believe firmly in the truth of something
persuade (someone) to do something
This convincing could/can be seen as manipulation and begging to a point.
Koogar prefer to influence!
Before we talk about influence though, what is the message(s) you are putting out there and does it match what your client is looking for?
Again, let’s take marketing as an example; When you rock up to a networking event and you tell them you are in marketing, a web designer, solicitor, an accountant, business coach, whatever… Giving the general term for what you do will get you one or two of these reactions;
- Eyes roll; “another one of them” gesture – they don’t say it to you but they are thinking it and you are thinking to yourself you should have said something else…
- The person you are talking to says “Oh, I do the same as you” and it’s VERY clear they do not! – Being the same isn’t a good thing, in fact it’s really bad!
- Really, tell me more about how you do that?
Ideally you want the third reaction which enables you to start telling your story of HOW you help people.
The way in which you deliver the message about what you do is the essence of the influence.
Meaning of the word Influence:
noun: influence; plural noun: influences
- the capacity to have an effect on the character, development, or behaviour of someone or something, or the effect itself.
And this means to enable the person to make their own mind up about you and what you do.
At Koogar, if we have to convince someone to work with us then we know that if they do they will always be unsure, second guess us and never truly believe.
Sometimes you should walk away from business too. Not everyone will “believe you” because of the experiences they have had in the past and this is OK.
Having to convince people to work with you WILL sour the relationship and they will always think “[insert what you do and/or who you are] never worked” when clearly if done properly, consistently and coherently it does!
Become an influencer!