2)Write press releases. “Reporters everywhere are looking for stories, and a press release gives them information to write that story,” she says. “Just make sure it’s newsworthy, not just an advertisement.”

3)Write a newsletter. Cherry stress a newsletter should contain content valuable to your target market, as well as promote your products and services.

4)Use your business cards. “Think of your business card as a mini billboard and start handing them out everywhere,” explains Cherry. “Include them in all your correspondence and put them in places that they'll be seen.”

5)Start Speaking. “Speaking in front of an audience usually makes you an expert. People like to buy from experts,” she says. “Speaking is free, and it’s just like making a sales call to many people at one time.”

Cherry says successful companies make public relations a priority. “Whether selling direct, through distribution channels or via e-commerce, a successful company must achieve and maintain a strong market presence through a continuous and effective public relations program.”

Like A Surgeon

If you're not ready to accept this approach, imagine that you're sitting in a doctor's office because you have a sore back. Would you be impressed if, five minutes into consultation, he or she recommended back surgery?

Probably not -- so why should your clients and prospects be 'sold' on your solutions before they are totally convinced that you understand problem?

A good doctor will ask questions to reveal other symptoms. "Does pain radiate downward?" "Is it accompanied by abdominal pain?" "Oh, and are you also experiencing excessive urination, especially at night?"

If answer is 'no', then doctor simply moves on to another line of questioning. If answer is 'yes', doctor explains how all these symptoms indicate that nothing's wrong with your back. Instead, you have kidney stones!

Not in a million years would you have linked these different symptoms together. Most importantly, it's his or her ability to paint a complete picture of what was going on that really impresses you.

That's credibility.

And it's more than simply focusing on your client's pain – as you might have heard from other so-called sales experts.

Using Essential Message approach, pain is just one of several symptoms. By uncovering other symptoms, and by showing how they all link to real problem, you are establishing enormous credibility before jumping in with your recommendation.

A Real-Life Example

A very senior, seasoned and successful accountant was sitting in workshop. His arms were folded across his chest, and his face practically had 'prove it' written across his forehead.

You know type.

Soon after my introduction, he raised his hand and proceeded to tell me and other people in workshop why accountants could not do marketing like other companies. I let him speak. He then explained that he had learned a long time ago that if he wanted people at social functions to talk to him, last thing he should say was that he was an accountant. He'd tell people he was a movie producer or had some other glamorous career. When he was done, all I asked him was to keep an open mind.

About a half hour later, I was talking about how credibility was rooted in our ability to understand other person's situation. To prove my point, I picked up an accounting publication that had published one of my articles:

"Do people get all excited when you start talking about your business or about accounting in general? Once people at a party find how that you’re an accountant, does news travel around room with lightening speed until suddenly, you find yourself mobbed with pretty young men and women who all want your autograph, or at least display a sincere interest in your career and hang onto your every word?

I didn’t think so."

I stopped reading and put article down. That was it. He laughed, unfolded his arms, and gave himself permission to listen to what I had to say. To quote Webster's, in that moment he deemed me ' worthy of belief'.

And by end of that day, he pulled me aside and said, 'I'm going to have to figure out how to get my partner into this workshop.'

So next time you're standing in front of a prospective new client, or sitting across from someone at a boardroom table, resist urge to prove how smart you are. Hold back and just listen. Then ask a few questions. Then listen. Then ask a few more questions. Then offer a tidbit of a recommendation. Then listen. Then ask a few more questions. Then listen.

Then ask for business.