Over at the DB Ltd. sister company (the APCTC) we’re gearing up for our 5th annual achievement awards, recognising coaches, trainers, consultants and speakers across the country for what they’ve done for their clients and for the coaching industry as a whole in 2016. In amongst the hustle and bustle of getting everything ready for the ceremony (to be held in London on the 26th of November) it’s important to reflect on what winning an award actually means in the grander scheme (i.e. for business).
Naturally, I wrote an article about it. Here is is…
We live in an age of information. In fact, this “age” is literally called the “Information Age”. Ages in themselves refer to the physical attributes which drive social evolution, and the collection, storage and sharing of information is what defines the world we currently live in, in every single way. While this harbours many, many benefits over, say, the Bronze Age or the Dark Ages (characterised by the distinct lack of information available regarding that time), it doesn’t come without its drawbacks.
What could possibly be wrong with an abundance of information? Well, that question answers itself with one word: abundance.
Great quantities of anything can be problematic, even the good stuff. Look at the sea, for example. While it is essential for life on Earth, the fact that there’s now more of it is a problem. Especially if you move in an industry with purveys information as coaches, trainers and consultants do. Or, indeed, if you happen to like living on dry land.
In business it’s already difficult to be heard (and even harder to be seen) by the right sort of people. The sort of people who will pay to hear/see more. Anyone with internet access knows that information is readily available to anyone willing to take the time to look for it, which is why the positioning of the information you have to share is essential.
Let’s face it: anyone can write a blog, an email or record a video. Sure, you can argue that not everyone can do those things well (I would be out of a job if they could) but it’s still an acquirable skill. This means that pretty much anyone can capture and share it with the world. Just because it’s on the internet, doesn’t make it good quality information. Or even necessarily true. All this really does is add another shouting voice in an infinitely swelling crowd.
The good news is, the world is growing wise to this. Those who consume the information are getting smarter, and therefore fussier about where they source their information from. And yes, this includes the free stuff too. Now, you can gain the advantage by purveying the best quality information, but that’s a difficult thing to prove and an even harder thing to get noticed. The best quality info will help your crowd to stick with you, but it won’t necessarily turn them onto you in the first place.
So… what will?
PERCEPTION, POSITIONING & AUTHORITY
If you are perceived as an authority in your niche or industry, someone (or a collection of someones) who knows what they’re talking about and are qualified (either on an accreditation basis or through experience) to help you will be able to position yourself in front of a bigger crowd of prospective buyers. Why? One word:
Trust is the most important thing you can instil. In your team, in your customers and, most importantly, in your crowd. If you’re trusted to be the purveyor of the finest quality products, services and information, your voice will stand out. You will be seen.
But how do you gain the perception in the first place? I’m afraid there’s no singular answer, and no “easy” way but there is a tiny shortcut.
If you can be externally recognised, nominated and awarded for your work, you will stand head and shoulders above the competition. You will be perceived as an instant authority in your niche, and will be able to position yourself more favourably in the future.
You don’t need me to tell you of the many, many benefits that would reap. Financial and otherwise.
This is why we hold our annual achievement awards every year. To give coaches, trainers, consultants and speakers the chance to be recognised for their work and gain an instantaneous boost to their business.
So. Authority is the key. Now, the only question that remains is:
ARE YOU SEEN AS AN INDUSTRY AUTHORITY?
You might not be a coach, consultant trainer or speaker yourself, but the same basic rules will apply. Perception and authority really us all you need to get in good stead with your pool of prospects. Sadly, DB Ltd. don’t have a small business equivilient to the APCTC Awards, but that doesn’t mean this opportunity won’t apply to you.
If you run (or know someone worthy who runs) a service based industry and think you stand a chance at winning an award and gaining that authoritative edge, you have until Tuesday November the 8th to to submit your nomination for an APCTC Award.
You never know where it might lead.