As a sole proprietor, there’s no getting around it: At some point, there comes a time when you have to make a public presentation. Be it to make an offer, to introduce yourself at a networking event or to appear as an expert. In-house PR is becoming increasingly important in times when markets are tight and offers hardly differ from one another. That’s why we’re working on your presence today. Increasing your visibility as a sole proprietor is crucial to promoting your business and attracting customers.
Whether we like it or not – if we are a sole proprietor, only a small part of our success depends directly on what we do. Much more important and memorable for customers are appearance, presence and name recognition. Visibility does not only mean to be seen, but also includes how you are perceived by the target group.
But be careful – the line between good self-marketing and exhausting self-promotion is sometimes narrow. That’s why it’s worth calling in a professional before you take to the stage, someone who can set the right tone and who knows a trick or two about how to cope with excitement, for example, how to play over blackouts with confidence, or how to steer a conversation in the direction of acquisition without seeming pushy.
Points can be scored by people who can tell stories and thus capture attention. Not the “talkers” who have a story for everything. Rather, it’s about illustrated language instead of the cool stringing together of facts. It’s all about emotion and authenticity. But there is more to presence than that.
People are always present when they are really convinced of what they are presenting. That is the first rule! The next keyword is empathy. That is the first rule! The next keyword is empathy, which is not about thinking oneself completely into the other person’s shoes, but about taking a step back and asking what needs the other person has that you can fulfill with your own business. It is important to show interest and thus prepare the ground for a conversation.
Other points of the presence strategy
Being present, however, means not only being alert and authentic in direct contact, but also ensuring visibility beyond that. These include the following:
If you are nervous, a little trick that Angela Merkel, for example, also uses can help you to appear confident and secure. Place your fingertips together. In this way you connect the meridians, which automatically leads to improved breathing and touching.
If you are standing in front on a stage, then in the first few seconds find a point in the room to which you give the meaning “rest”. This can be a person or an object. Look there every now and then in between when you are excited.
Professional online presence:
- Create an attractive and user-friendly website. It should clearly present the services or products.
- Use social media to promote your business. Create profiles on platforms like LinkedIn, Facebook, Instagram or Twitter, depending on your target audience.
- Make sure your online presence is consistent by keeping the logo, color schemes and style across all platforms.
- Regularly publish high-quality content that is relevant to your target audience. This can be in the form of blog posts, videos, podcasts, or infographics.
- Share your expertise and give useful tips to address your audience. This way you will be perceived as an expert.
- Build and continually expand your professional network by attending industry events, conferences and networking meetings.
- Use online networking platforms like LinkedIn to connect and build relationships with other professionals.
Customer reviews and recommendations:
- Ask satisfied customers for reviews on platforms like Google My Business or Yelp.
- Word of mouth can also be helpful. Therefore, you should not be modest, but ask customers to recommend your business to their friends and colleagues.
Guest contributions and collaborations:
- Write guest posts for free every now and then for relevant blogs or websites in your industry.
- Collaborate with other entrepreneurs or influencers to expand your reach.
Conclusion: Whether it’s a stage or a networking meeting, a customer meeting or a personal video message on the company website – it’s less about meeting demand and much more about creating demand in the first place! That’s why it’s essential for your sole proprietorship to show presence and find out what makes you unique. This way you stand out from the crowd and gain a solid customer base.