Business Trends

From Salesperson to Expert in 5 Seconds

by John O’Melveny Woods

Writing a book has enhanced my business in ways I could not have foreseen. As a best-selling author, I use my book as a calling card when meeting with potential clients and partners. The book has helped me enhance my online footprint and further established me as the “go-to coach who helps you find your perfect-fit franchise.” Without a doubt, writing a book has had a multiplier effect on my business. Faizun Kamal Nationally Renowned Public Speaker and Franchise Coach

When my intro is given at speaking engagements, they stress, “Nancy is the author of nine books on Customer Service.” So yes, I believe it gives credibility to my area of expertise. I use my books mostly for press, exposure and giveaways – and I will say THAT does get me more bookings. Nancy Friedman, the Telephone Doctor Keynote Customer Service Speaker and Founder of the Telephone Doctor Customer Service Training

What if there were a way for you to leverage your professional knowledge either as a franchisor or franchisee and affordably get in front of prospects? Without, of course, sending the same old presentations everyone else sends. Would you be interested?

A friend of mine was on a plane, flying first class, and was seated next to the CEO of a Fortune 500 company. They started chit-chatting and finally the CEO asked my friend what he did.

“I’m an event coordinator for large businesses,” he replied.

“Oh… great,” and the CEO started reading an article, completely shutting down the conversation.

“I’ve written a book about the subject,” he continued.

The CEO turned back to him. “Really?”

My friend took a book out of his briefcase and gave it to the CEO. They continued chatting, and he ended up getting all the CEO’s company business. Why?

Because writing a book about your subject of expertise automatically makes you an expert in that field. My friend went from a salesperson to an expert in a few seconds. And you can, too.

How to Start

First, you’re not writing a manual of what you do. You’re writing a story - a sales story. What do you do that makes you the better choice for your clients? Tell them who you are, why you do what you do and what you have to offer. Include data they will need to make a decision, but provide it in a friendly and persuasive manner. Visualize what your customers need to know about you and your services that sets you apart. Once you have that, the rest will flow.

Second, once you have an idea of your story, make sure you include plenty of success stories. Readers, especially those in a position to make decisions, need to know you are good at what you do. It gives them reasons for choosing between you and someone else. Also include testimonials from others who have used your services and believe in them.

Lastly, write your own book – don’t compare yourself to others. Because of print on demand, the question of book length is no longer relevant. It can be as little as 50 pages or more than 500 pages. My best advice is to make the book as long (or short) as it needs to be to tell your story compellingly. If in doubt, shorter is better.

You’ve written your book. Now what?

That’s where choosing a publishing company comes in. Everything about your book must be professional. Find a publisher who is experienced and has proven success.

Your publisher should proof your copy, format it and get it press-ready. You will need a unique and compelling cover, a website and a social media strategy. Find a publisher who can provide these things and work with you start to finish. Before you know it, you will be the subject matter expert!

What next?

You can do it! Separate yourself from your competitors. Take the time to create a book that showcases your talents, expertise and services. Make sure when that CEO’s eyes start to glass over, you have a book to hand them. Your credibility goes up exponentially in an instant.

Books are also a great way to make sales calls. “Can I send you a free copy of my book?” You now have a reason to call after they’ve received it.

Finally, you can make money with your book at seminars. After your speech, or from your booth, you can refer people to your book for further information.

John O’Melveny Woods owns Intellect Publishing, a full-service, micro-publishing company. He has published more than 100 books and specializes in helping professionals become subject matter experts in the five seconds it takes for them to hand their book to a client. He is also available for speaking engagements. For more information, contact John at info@intellectpublishing.com or visit his website at www.intellectpublishing.com.