February 25, 2017

How to Differentiate Yourself by Building Your Authority. With Mike Saunders. #391

Joining me on this episode of Accelerate! is my guest Mike Saunders, an authority marketing strategist, talk show host on The Business Innovators’ Radio Network, and author of Authority Selling: Opening More Doors to Closing More Business. The main topic we discuss is authority selling, and how small business owners, entrepreneurs and sales professionals can increase their influence by building their authority.

KEY TAKEAWAYS

[:53] Mike teaches marketing strategy at three universities. He also has a digital agency, Marketing Huddle, with a focus on marketing and sales with a strategy of authority positioning, or gaining attention from your audience for your product.

[2:16] Grand Canyon U., Colorado Christian U., and Cardinal Stritch U. are the three universities where Mike teaches marketing strategy, brand management, and “Marketing 101.” Mike just surpassed 140 episodes of his radio show.

[3:44] Small business owners, entrepreneurs, and sales professionals are the audience for Mike’s book. Every business person has something to sell. The book focuses on authority in your niche. Trust and credibility build up to authority.

[6:12] Mike doesn’t imply having an international reputation, like Grant Cardone, as the basis for authority. In your network, be the (fill in the blank) expert, to build authority. Support your tribe, as Seth Godin teaches.

[8:33] Chet Holmes’ Ultimate Sales Machine says that 3% of the market is ready to buy, but many more will buy in the near future. In either case, you have a buyer, and you want to stand out in their minds, with authority positioning assets.

[10:32] The expertise gap can be the space between the customer’s product knowledge and the facts. It also means a sales person’s lack of confidence in their own authoritative expertise for the product, even when they legitimately have it.

[12:15] Sellers need to acknowledge the buyer’s distractions. When buyers are compelled to action, they still need to choose between purchase choices. Make your website landing page professional and expert. That makes sales easier.

[14:25] An authority positioning portfolio is a collection of assets establishing your expertise. It could be a thumb drive with you logo on it, and your website, a proposal, and recent projects in it for a client’s review. It can be on your website.

[15:40] Include media mentions, podcast, radio, or TV interviews — anywhere you are visible in your industry; maybe a book you wrote. When people peruse it, it is convincing. Your competitor probably has nothing similar.

[18:57] Instead of starting with a big media outlet, get on a relevant podcast, connect with a local business reporter, write a business development book. Get social proof, such as testimonials and reviews. Have a structure to seek these.

[28:03] Mike’s approach to tie together content marketing and SEO: compile 10 FAQs and answers, and 10 Should Be Asked Questions and answers, and discuss three of them on one podcast. It drives traffic both to your site and the podcast.