Win your audience first by selling yourself last.

When selling an idea, a product or a service, common sense tells you to sell your experience first. You’re an expert. If your audience to accepts you as an expert, they’re more likely to buy what you’re selling.

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If that’s your approach, you’re not only missing the point, you’re missing the opportunity.

Yes, credentials are important. But, that’s the wrong starting point. Focus first on their issue. What is the problem they are trying to solve? Citing a trend or strategy can expand their perception, control their attention and win their confidence. Demonstrate how you create value for them by emphasizing tangible benefits.

Reinforce your value with a clear benefit statement. Discuss examples that highlight your solution. Now introduce a few key credentials to align your experience with their goals.

NEXT STEPS: This is a simple formula to keep your attention on your client and their attention on you: Establish a shared understanding of the problem. Identify the benefit you offer. Share examples. Align your credentials with their need. Keep that perspective in mind for your next presentation.