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Archive for Real Estate Marketing PR

Here are 4 ways your meetings go wrong, and a planner to assure they go right.

This month, I’m focusing on the main responsibilities of a real estate manager. If you’re going into management, how are you going to make your meetings exciting, interesting, and participative?

Death By Meeting…….

If you haven’t been in a meeting that went sideways, you probably haven’t attended enough meetings! I just attended a meeting that was almost painful to experience. It went on and on, with little organization. The speakers had no rhyme nor reason to their presentations. And, finally, I wasn’t even sure what we were to do as a result of this meeting!

As I sat there, I thought, “How can I help meeting planners/managers/presenters avoid the mistakes I’m experiencing and plan a meeting that works every time?” I came up with this Presentation Planner and Promotion form. Using it with your presenters will assure that you avoid these four big mistakes:

1. No promotion to your target audience for the meeting
2. No focus to the meeting–no theme, no stated benefits to the target audience
3. Presenters do not have a format from which to create their presentations–so they just wander around in a vast wasteland of facts and figures
4. There’s no call to action as a result of the speaker or of the meeting

Promoting Your Event

So, my Presentation Planner includes a section on promotion. After all, as you plan your presentation, you’ll naturally think:

  • Who is the event targeted to?
  • What are the 3 major benefits to this target audience?
  • What will they walk away with?
  • Where will I promote it?

The planner I created will help you avoid the 4 common mistakes listed above. It not only assures a persuasive presentation, it helps you promote the event, too!

Click here to grab your Presentation/Promotion Planner.

I’m Here to Help You Become a Great Leader!

If you’re new to management, or you’re being challenged in management, I can help. My Leadership Mastery individual, custom coaching program will help you master the major activities of management–stepping you from ‘maintenance management’ to true leadership. Check out my program here. Contact me for a complimentary consultation.

Rate yourself on your management skills, so you’ll know what you need to work on prior to going into management (or if you’re already in management).

Are you thinking of going into management? Few of us knew the skills–or the level of skill attainment–we needed to succeed in the job. I want to help all of you who want to go into management to succeed at a high level. Thus, these blogs.

For the past couple of months, I’ve been interviewing potential managers. I’ve found that almost none had done any ‘prep’ work to go into the position. Yet, successful managers have developed specific, somewhat unique skills to do their jobs. And, what I’ve found is that these skills must be at least partially developed before we launch ourselves into management–or else we get swamped by all these new challenges hitting us in the face!

In an earlier blog, I discussed the skills we need to have honed prior to going into management. In this blog, we’ll tackle getting those skills in certain areas.

At the end of this blog: grab my assessment tool I use in my Leadership Mastery coaching series to help new managers plan for this skill attainment.

The Biggest Skill Area Managers Need Today to Succeed

What do you think it is? It’s recruiting and selecting skill. Why? Because, there’s so much competition for good agents that a manager just can’t sit back and wait for agents to come to them. It isn’t the old days (although I never was able to do that in my ‘old days!’).

These skills are the same skills good agents use to expand their businesses. That’s why we need to hire managers who have been successful recruiters and selectors. Notice I said recruiters and selectors. I know companies brag about how mahy gross recruits they landed that month or year, but, long-term, it’s those who stay, prosper, and grow with the company that add to the profitability of all.

One of the standards you need to create when you’re hiring a manager is

How successful was that agent as a business getter? What’s the number of transactions you would accept?

How to Get Recruiting and Selecting Skills

Your company may have a course focusing on these skills. If so, take it prior to going into management. Overall, the best courses out there for management are the CRB courses, leading to the Certified Real Estate Broker designation. I highly recommend them. Here’s the link.

What’s Your Agent Track Record?

In addition, if you don’t have a track record of at least 12-20 transactions a year as an agent, in my opinion, you have not developed the skills in recruiting and selecting you will need as a successful agent. It’s my experience that agents who didn’t actively lead generate will carry that habit into management. They will balk at lead generating for agents, and they will fight upper management to the death–and to everyone’s detriment.

Resource (Some are FREE) to Gain those Management Skills

This month, I’m offering some of my management resources free with purchase of other resources. Check it out here.

Grab the leadership skill assessment here.

Managers or general managers: If you’re hiring a new manager, help them evaluate their skill levels and then create a training and coaching program to assure they get those skills before they launch their management career.

agent with buyers with sold houseAre your agents leaving their best source of business $$$$ on the table? Most agents are. They’re missing their ‘goldmine’ business.

Whata��s a a�?goldmine businessa��? I think ita��s a business that results from at least 50% referrals. Why? Because referrals

  1. Cost less
  2. Are wonderful people to work with
  3. Make you feel good!

Unfortunately, agents do not a�?minea�� this potential goldmine of business. According to the latest National Association of Realtorsa�� survey, only 18%A�of agentsa�� business came from referrals last year! And, a full 21%A�of agents said they got NO referral business!

Managers: Have you helped your agents track and analyze best sources of business?A�

QuestionsA�to Ask Your Agents

Do you know how many of your sales and listings sold came from referrals in 2018?
Whata��s your goal for referral business in 2018?
How important are referrals to you?

I hope youa��ve done your business plan for 2018. (If not, see my program, Beyond the Basics of Business Planning, for full business planning templates and guidance).

Two Best Strategies

1, Take every opportunity to recognize those who have helped you in your career. For example: Do you provide a closing gift? If not, what do your clients think of you? (That you just took the money and ran?)

2. Thank your referral sources profuselya��at the time of the referral, not at closing. And, create ways to say a�?thanksa�� for the smallest positive action! Why? You want others to think of you in a positive light. You want your communications to be effusive in your generous thank you mentality!

Big idea: Behavior that’s rewarded is repeated!

Finally: Do your agents have a referral plan? Brain storm with your fellow agents about how they create more referrals. Of course, ask for them. But, better than merely asking, show that you are thankful for your clientsa�� support in all your actions. Youa��ll create a much stronger A�business AND youa��ll find your business much more pleasant and rewarding.

Free giveaway: Need ideas on how to ‘thank’ your referral sources? Grab my Idea Fest: 42 Ideas to Put Into your Business Plan. Click here to get it.

training up stepsThis blog addresses another one of the 10 trends I’ve identified in the 5th edition of Up and Running in 30 Days.

This trend addresses segmentation: It’s no longer effective to market the same way to everyone. And, it’s no longer okay to try to appeal to all client segments. Even if you choose 3-5 segments, you must learn to speak to each in its own language.

This month, I’m featuring excerpts from this book. As a manager, read the thoughts on segmentation and ask yourself, “Am I teaching my agents how to identify their best markets? Am I helping them segment and market to that segment?”

{Click here to see the updates in my fifth edition of Up and Running in 30 Days.}

Now: Four Distinct Segmentations of Buyers

As a new agent, I know youa��re just concerned about finding someone who wants to purchase or sell a home! Yet, leta��s think past just that. There are now four distinct segmentations of buyers (meaning those who want to buy our services of buying or selling a home). As you think about these distinct groups, ask yourself, a�?How do I have to adjust my selling style, my technology, my communication, and my expectations for each of these distinct groups? Which groups will I naturally relate to?a�?

  1. Traditionalsa��those older baby-boomers who are retiring
  2. Baby-boomersa��getting ready for retirement, these folks make up the second largest buying population and have the greatest assets
  3. Gen-Xa��these folks have purchased first homes, but because of the housing bust, hadna��t been able to move up
  4. Millennialsa��(Gen Y) first-time home buyers, typically looking for affordable housing, such as condos, co-ops, and so on

In the National Association of Realtorsa�� 2015 report, Home Buyer and Seller Generational Trends, Gen Y (millennials) comprises the largest share of home buyers, at 32%. This trend will continue, as their large numbers combined with improving personal financial conditions will enable these buyers to move the market. Gen X has the largest share of first-time sellers at 68%. Read this report to see buyer and selling habits of these various a�?targeta�� (segmented) markets, and choose your markets carefully.

  • Positives: If you are able to adjust in the areas mentioned here, you can relate and sell to more people. To be successful, you must be flexible and sensitive to these differing needs and desires.
  • Watch out for: Dona��t try to lump all these needs into one. The average real estate agent is in his 50s; the average buyer is in his 30s. Also, minorities will account for many more clients in the future, yet minorities are a small part of the real estate community. In many areas, buyers are frequently more tech-savvy than agents (thata��s generally true in the Seattle area, where I live, because of MicrosoftA� and related businesses). Also, agents tend to work the market as theya��ve known it. They are relating to the past, rather than accessing trends and working the market theya��re given. Be sure to stay updated on where the market is going (your manager is a great source of this information).

* Big Idea: One size fits all is no longer applicable to real estate sales. Agents must specialize in each of the niches they want to serve.

shaking hands over computerTrend: Consumers are choosing agents differently. This is trend # 9 of 10 trends I’ve identified as very important for new agents to recognize. These trends are from my new 5th edition of Up and Running in 30 Days.

This month, I’m featuring excerpts from this book.

{Click here to see the updates in my fifth edition of Up and Running in 30 Days.}

Also: Check the end of this blog for your free ‘end of sale’ survey to capture and keep more loyal clients.

How Consumer Habits have Changed

Traditionally, consumers either stumbled upon an agent (e.g., going into an open house) or got a referral from a friend. Although thata��s still true, consumers have another powerful method to choose an agent: the Internet. Increasingly, consumers are looking at evaluations on Internet sites such as Zillow or LinkedIn to find out what other clients thought about that agent. Take a look yourself. Some of the evaluations are wonderful. Some are stunningly awful. And all are very public! There are even specific agent-rating sites such as www.realestateratingz.com and www.incredibleagents.com. Also, take a look at Zillow, which has agent ratings now. Bank of America and USAA are also getting into the game. You must work for long-term customer engagement and great ratings to sustain your real estate business. This will continue as a trend, and, I believe, change the way consumers choose and keep their agents!

* Big Idea: It costs six to nine times more to get a new client than to keep an existing client. Retention is king, and reputation is key.

{In the book, I’ve given positives and ‘watch fors’ to agents so they have great judgment on how to use these trends.}

  • Positives: It will be great for those competent, caring agents who really take care of their clients. It is easier now for potential clients to get feedback from third-party sources, clients just like them.
  • Watch out for: Doing a next kind of business, where you dona��t care what happens after the sale. The client has recourse now, of the most expensive kinda��a poor review!

Tip: Always use a a�?after salea�� survey to find out what your clients thought of your service. If youa��d like a sample survey form, click here.

Managers: Have you read your agents’ clients’ feedback online? Make it a regular habit!

Up and Running_5e largerAre You Using the Best Start-Up Plan for your New Agents?

Does your plan have the detailed, prioritized checklists needed to assure a great start? Does it have built-in inspiration and motivation? Does it have dozens of tips to control the attitude? If not, you need Up and Running in 30 Days. Just out in its 5th edition, it’s the most successful book for new real estate agents ever!

Click here to see the updates in my fifth edition of Up and Running in 30 Days.

 

shaking hands over computerClient relationship management: When do your agents start–and how can you help them capture and keep clients from day one?

This month, I’m featuring excerpts from my new 5th edition of Up and Running in 30 Days.

{Click here to see the updates in my fifth edition of Up and Running in 30 Days.}

Client Relationship Management Supports Great Time Management

One of the biggest benefits of Up and Running in 30 Days is gaining strategies to conquer time managementa��prioritization and organization. A new agent starts with little concept of whata��s importanta��so everything becomes importanta��or everything becomes unimportant! Their priorities get skewed because of bad training, hiding in low-impact activities, or really not knowing whata��s important. So, time management becomes an agenta��s biggest challengea��whether that agent is in the business three days or thirty years.

The Biggest Key to Effective Time Management

One of the biggest ways to constantly move ahead is to organize your contacts and leads into a database from day one. Yet, very few new agents do this. Why?

  1. They dona��t think ita��s important for them now (they dona��t realize that every person they meet could be a gold minea��if they track that person, constantly communicate with that person, and show that they care more than a commission!)
  2. They dona��t think they can afford a client relationship management. Yet, almost everyone has Outlook on their computers. Or, title companies over free contact management. There really is no excuse for not utilizing some type of electronic organization from day one!

For this 5th edition of Up and Running in 30 Days, I asked successful first year agents and leaders of teams what they felt contributed to an agenta��s successa��and what detracted. When I asked those agent and team leader contributors what technology is important to incorporate, herea��s what they said:

a�?CRM and lead management toolsa�?a��Diane Honeycutt

a�?A really good and easy-to-use CRMa�?a��Cerise Paton

a�?A good CRMa�?a��Chris Cross. Yet, Chris has told me that, when he teaches a new agent course, only about 10% of those new agents are populating even a database, although, their assignment is to populate it aggressively.

According to Gary Richter, having a CRM is critical to his success: a�?For me having a CRM to track my leads and contacts is absolutely critical. I live in that database daily.a�?

Picture this: You meet a potential client, and a competing agent like Gary meets that potential client, too,A� The other agent (Gary) consistently followed up and kept in toucha��and you didna��t. Who would finally earn that commission from that client? Dona��t lose out because you are trying to operate without a CRMa��and have a haphazard follow-up marketing plan!

So, dona��t be like the majority of new agents (and even seasoned agents!): Start using a database, or better yet, a CRM your first week in the business.

A�Bottom Line: Youa��ll Make More Money!

A recent study by Active Rain (a popular real estate blog and tech information center), showed that agents who spent more money on contact relationship management (CRM) made significantly more money. It just makes sense. Agents who capture their leads via a database and then keep in touch with them via contact management software assure they keep their names in front of their potential clients, and are able to management and help many more clients. Agents who try to organize their clients via pieces of scrap paper and remember to call them once in awhile are woefully inadequate when it comes to staying in meaningful contact with their potential clients. Which agent would you prefer working with, as a client? An agent who regularly contacted you and kept you abreast of the market, or one who either never called you or contacted you irregularly?

So, the big lesson here is to organize all your contacts into a database, or better yet, client relationship managementa��from day one! Which CRM should you use? Dona��t dither around! Choose one and start. You can always expert your contacts to a more robust program later.

Note: I got lots of recommendations on CRMs from my tech experts for Up and Running in 30 Days. I have made an extensive Resources section in this 5th edition of Up and RunningA� to list all the resources, including all types of technology, training, and support resources.

Managers: Using Up and Running with its extensive resources will save you so much time–and your agents will thank you forever!

Up and Running_5e largerAre You Using the Best Start-Up Plan for your New Agents?

Does your plan have the detailed, prioritized checklists needed to assure a great start? Does it have built-in inspiration and motivation? Does it have dozens of tips to control the attitude? If not, you need Up and Running in 30 Days. Just out in its 5th edition, it’s the most successful book for new real estate agents ever!

Click here to see the updates in my fifth edition of Up and Running in 30 Days.

 

do itHere’s the easiest, least expensive, and effective thing your agents can do to get business.

Having hired and trained probably hundreds of new agents, I know the myriad of questions they have. So, here’s the simplest, yet most effective thing you can teach your new agents (and your experienced agents) to do.

Herea��s the answer to the question, a�?What is the one thing I should do to get business?a�? Yes, people are always asking me that. I think ita��s because Ia��ve written two resources for would-be and new agents: What They Don’t Teach You in Pre-License SchoolA� and Up and Running in 30 Days . By the way, Up and Running was just published in its 5th edition!

Now, we know that becoming a skilled real estate agent isna��t just one answer. But, there is one thing new agents can do that requires

No skill

No experience

No money

Little time

And, this one thing will make you stand out from the crowd better than any other one thing you could do! What is it? Simply:

Write a thank you note (a real hard copy note, not an email)

Why?

Because manners and a�?thank yousa�� have gotten increasingly uncommon! You will stand out simply because youa��ve taken the time, thought about that person, and cared enough to writea��and put that stamp on it.

Write More Than One Note

Ia��m not going to tell your new agents to write a certain number of notes per day. You and your agents can set your standard (that means the minimum youa��ll do).

What to Say

Thank you. Thinking about you. I appreciate you. I used your advice. Herea��s something for you that would be helpful. I found the information you wanted.

Note to managers: This is also one of the strongest motivational tools you’ll ever have–writing notes to your agents with encouragement, thanks, etc. Do you do enough of it? Set your own goals now.

Big important sales principle:

Contacting people is simply finding an excuse to write, pick up the phone, or go see. Retaining salespeople is similar!

My challenge: How creative can you get?

Your agents are more creative than they think they are. Now, get them to sit down and think hard about 5 people they’ve started to work with, but need to contact now. What about them fits into any scenario for you to write that note, pick up the phone, or go see?

They are now using a�?advanceda�� sales techniques, and they already know how to do all of this.

Sales meeting tip: One of the managers I know actually has agents write these notes during a sales meeting, and brainstorms the reasons one could write a note.

Proof is in the Pudding

My first year in real estate, I sold 40 homes. Also, I sent more things in the mail than any other of the 30 agents in my office. Why? Because I wanted to create a a�?critical massa�� of people who thought I was wonderful. Yes, an agent can also do this with social media. But, you want to stand out. And, you will stand out much more if you write to one person than to many. After all, you are working with that one person who will pay you thousands of dollars. He/she is worth that special, individual effort! That’s the one thing your agentsA� should do to get business.

Managers: How are you making this simple tip work for you and your agents?

Up and Running_5e largerHelp Your Agents Get a Sale Much Faster!

Why not provide your agents a proven business start-up plan, along with hundreds of success tips? Check out the new 5th edition of Up and Running in 30 Days.

Apr
04

Create your ‘Fans’!

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applause for fansCreate your ‘fans’! Yes, you want to create those who think you’re wonderful! Why? Because they are loyal and they are your best recruiters.

It occurred to me that the words “followers” (Twitter) and “fans” (Facebook) are borrowed from the performance world–a world I lived in for many years. I thought you’d like to get some skills in creating ‘fans’ or ‘followers’–not just how to use these programs, but, more importantly, how to create FF’s–admirers.

What’s ‘Admirable’?

If you’re reading this blog, you’re probably involved somehow in managing people (that includes managing families, too!). So, it would be helpful to know how to create admirers–in the best sense of the word. Why? Admirers do several things for you (and you must do several things for them, of course):

They refer others to you with enthusiasm
They provide ‘positive grapevine’ promotion for you
They help you discover strengths you may not have known you have (think branding)
They see the best in you when you’re sometimes not seeing it in yourself!

What You Need to Do to Create ‘Admirers’

I worked my way through college and graduate school playing piano in bars (I sure learned a lot about human nature!). As a musician, I learned, to have admirers, I had to do 2 things:
1. Play the music they wanted to hear
2. Play the music they wanted to hear the way they wanted to hear it

To do this, I learned literally thousands of tunes and dozens of styles. Now, I was set to gain followers/admirers (and tips, of course!. In other words, you have to make yourself someone that can be admired (when did you take your last true ‘people management’ course?)

Appreciation: The best Tool to Gain Admirers

There are many ways to gain ‘followers’. The easiest is to lavishly use appreciation. How often do you appreciate? Probably not as often as you could. This is one of the most effective, low-cost, and happy methods to motivate and gain admirers you can imagine. Yet, few managers use this effectively (and I mean to be sincere about it, of course). I’ve created a white paper on the principles of motivation, along with over 25 ways to appreciate. Click here to get your copy.

I appreciate you and your support and comments on this management blog!

marketing you 3 DHow to Create Fans and ‘Market’ your Brand

How do you create trust? How do you differentiate yourself? How do you prove you really are what you say you are? In this market, everybody and their brother tells potential recruits and clients they are the best. You can’t afford to be one of the crowd! And, it’s more believable when others (your ‘fans’) tell potential recruits how wonderful you are.

This resource shows you, step by step, how to gain trust and differentiate yourself in a graceful, effective manner–a manner that’s comfortable for YOU. See it here.

 

 

coaching for leadershipWant a no/low cost effective marketing method? Herea��s an inexpensive, yet very effective method to stand out from the crowda��writing articles to establish yourself A�as the a�?real estate manager of choicea�?.

We become managers because we love to succeed through others. Most managers thrill to track their agentsa�� developmenta��and recognize that at least part of those agentsa�� successes are attributed toA�the managers who support themA� So, great managers develop the skills of training, coaching, and consultinga��the methods they use to develop their agentsa�� careers.

However, ita��s not enough to have the skills. These managers must also help agents find them! In this blog, I explore an inexpensive, very effective method for managers to use to promote themselves. (It works, too for agents to promote themselves as experts effectively and inexpensively).

The Problem

You can have the best product or service in the world. Yet, if you dona��t let others know about it, the product or service doesna��t succeed. Ita��s the same way with managers. Too often, these same highly skilled, highly effective managers think that agents will, on their own, simply figure out that these managers are exceptional and join them. Not so. Unfortunately, many agents think that their success will be due to other factors such as:

The amount of good floor time given in a particular office–or Internet leads, or Relo leads–or any of those ‘reactive’ lead sources unscrupulous managers promise agents to get them to sign up!

The name of the company

The real estate market at the time

The amount of desk fee or commission structure

If any of these were true, the agents in that particular office would all be making the money of their dreams! We know thata��s not so. You know youa��re a great manager. You know youa��ve helped agents succeed at a high levela��fast. How do you promote this fact to hire more great producers?

Advertising And Public Relations: Do You Have Both in your Recruiting Strategy?

Too often, real estate companies and managers use a one-dimensional approach to recruiting. They look to institutional advertising only to recruit agents, just as they look to home advertising to find buyers and sellers. There are three concerns with relying on paid advertising only for recruiting:

1. The agent is over-communicated with todaya��everyonea��s doing it

2. The cost of mail and newspaper advertising is ever-increasing

3.A� It relies on the strategy that all managers are the same, ita��s just the company thata��s better

Revving Up your PR

Instead of spending so much money in advertising, and/or relying only on one type of marketing, expand your recruiting strategy to a different method of promotion: public relations (PR). Specifically, add to your recruiting strategy writing articles, getting them published, and using them for various recruiting tactics. You can use the same articles in your blogs. Why PR? First, it costs nothing except your time. Second, an article has a much higher a�?trusta�� level than an ad. Third, youa��ve got little competition. Fourth, you can use those articles in a myriad of ways to promote yourself:

In mailers

In your office entry a�?Book of Greatnessa�? *

*See the link below for the contents in a Book of Greatness

In your pre-first visit recruiting package

In your recruiting presentation

Click here to get your complimentary ‘how to’:

Create your recruiting Book of Greatness for your entry.

 

 

 

 

 

 

marketing you 3 DHow to ‘Market’ your Brand

How do you create trust? How do you differentiate yourself? How do you prove you really are what you say you are? In this market, everybody and their brother tells potential recruits and clients they are the best. You can’t afford to be one of the crowd!

This resource shows you, step by step, how to gain trust and differentiate yourself in a graceful, effective manner–a manner that’s comfortable for YOU. See it here.

 

coachingHere are ten tips to gain platinum level trust. Why is gaining trust so important? Managers are also salespeople. We salespeople can’t sell anything to anyone without first establishing an exceptional level of trust–an increasingly difficult thing to do. The ten tips I shared on in a recent radio show can help sales and management professionals build a ‘platinum level’ of trust.

The Ten Tips

1. Learn non-verbal skills and apply them in writing, on the phone, and in person to establish rapport in an increasingly a�?cold inquirya�� world.

2. We believe what others say about a salesperson, not what the salesperson says about themselves. Use testimonials; check evaluation websites to see what consumers are saying about you.

Check out www.realestateratingz.com and www.incredibleagents.com. Find other sites (like Zillow and Realtor.com) that display testimonials from your agents’ clients. What are they saying about your company?

3. Help your agents create an after-the-sale survey and use it consistently. If therea��s something wrong, fix it fast.

4. We believe what we see, not what we hear. Show, dona��t tell. Use visual presentations consistently. And, as a trainer, I know that people retain only 10% 3 days after hearing it. But, when they also see it, they retain 60%. Which retention rate do you need to gain trust?

5. Flip your sales presentations. Ask questionsa��lots of questionsa��first. Educate. Finally, sell (well, you wona��t have to sell).

6. Tell the truth attractively. Show evidence, dona��t try to scare the client into action by predictingA� the future.

7. Evaluate the agent/client for long-term relationships. Is the agent/client someone you want to add to your a�?tribea��?

8. Use a�?tough lovea�� with a client to tell the truth, turn down a clienta��to stay true to your values. Do whata��s best for the client.

9. Re-cap. Regularly, stop and re-cap with the client. Do this, too, when you cana��t meet client expectations.

10. Book of Greatness: Dona��t brag about yourself in the middle of a presentation. Create a a�?Book of Greatnessa�� to use in your pre-first visit so your clients get to know you and your approach to sales.A� (See Marketing You for more information on that Book of Greatness.)

marketing you 3 DHow to ‘Market’ your Brand

How do you create trust? How do you differentiate yourself? How do you prove you really are what you say you are? In this market, everybody and their brother tells potential recruits and clients they are the best. You can’t afford to be one of the crowd!

This resource shows you, step by step, how to gain trust and differentiate yourself in a graceful, effective manner–a manner that’s comfortable for YOU. See it here.