Tuesday, January 18, 2011

Under the New Rules, entrepreneurs must educate their customers long before the sales pitch. Doing so establishes trust and begins a relationship. Trusted sources of good information are invaluable to business customers and consumers alike. That's why a thought leadership strategy targeted at your market niche is essential.

"What you write (or say) as a thought leader should not sell your service or product," said Anthony Signorelli, author, blogger, and speaker at www.newrulesofselfemployment.com. "It must be valuable informationally and educationally. That leadership is as close to brand marketing as small business will ever get. You are creating a perception in your customer's mind that reflects the reality of who you are. You are an expert. You own your niche. You can be their guide. You are trustworthy because you provide good information, no strings attached."

Signorelli said, "The key is to give people a way to recognize the real expertise they are getting when they buy from you, whether it is a service or a product. This education is the number one strategy for establishing a trusted relationship with a prospect with whom you cannot see, talk, or otherwise interact—unless they come to you. That is a very new market dynamic, and it requires new rules to prosper. It means that you have to provide knowledge to better inform their question."

Signorelli is a consultant in sales force effectiveness, and author of two books and many articles. Information is available at his website: www.newrulesofselfemployment.com.