Put Yourself In The Power Position

[CityLocal_Cork (Paul Brugger)]

Isn't it easier to make a sale when you have what they want and both of you know it? It's called being in the power position. It puts you in control of the transaction and helps close the sale on your terms. Isn't that what we all strive for in this business?

But putting yourself in that role is not about being power-hungry. It's about maneuvering yourself into a position where you have more business than you do days available and everyone knows it.

But how do you get to the power position?

Let's start with what NOT to do…If you've worked in the traditional sales environment, you typically make calls, do your prospecting, make appointments, present and hope to close the sale. You've already put yourself at a disadvantage. You've put yourself in a place where you need the client more than they need you. So how do you change it?

Supply and Demand Basics

It doesn't happen overnight and it's not a single step you can take. It's a series of steps to maneuver yourself into attracting clients to the point where they are calling you. That's what being a Client Magnet is all about.

Remember that you have a limited number of days available. Your phone doesn't need to be ringing off the hook nonstop to have more demand than you have supply. Between weekends, holidays, your own training and running your business, you may only have 180 days available for client bookings. Your goal must be to have 181 days or more of demand for your services.

Make Them Call YOU!

Now I am certainly not advocating that you play coy in your sales techniques nor am I suggesting that you pretend your dance card is full when it's not. Clients can see right through a charade. You need to make it known that you are the 'go-to' person in your field. Declare your expertise and focus and position yourself as the expert.

Transform Your Marketing

I can't stress this enough - if you're self employed or have a small business, you do not have the resources to conduct one-to-one marketing. Cold calling and traditional networking are going to take up too much of your time. Focus on the one-to-many marketing techniques such as direct mailing and advertisements. These techniques are going to offer you unlimited potential to reach prospective clients, whereas the one-to-one cold calls are going to offer only limited results.

Creating Alternatives

If you know you have an option, you're more likely to be in the power position. That's why you need to create passive income streams. You don't want to be desperate; it shows through in your actions and attitude. If you have alternative income you can turn to, you've taken another step to putting yourself in the power position. You're going to have the confidence to negotiate harder and even charge more for your services.

Creating more demand for your services is the key to getting to the power position. You want to get to the point where you can, with all honesty, look someone in the eye and say "If you want to work with me next month, these are the two days available, please let me know by the end of the week if you're going to take these two days as I have two other people who are interested."
Who wouldn't want to be in that position!

Bernadette Doyle is a small business marketing expert. Get more tips and advice at http://www.clientmagnets.com