Using a Strength to Compensate for a Weakness

Transcript

Hi there! It’s Peter Winick. I’m the Founder and CEO of Thought Leadership Leverage. And today, I wanted to talk to you about something that I think is worth considering. And that is using a strength to compensate for a weakness.

So, let me, let me unpack that a little bit. So, the strength that I see in most of the clients and the folks that I deal with is they’re amazing world-class at creating and developing content, creating thought leadership. The weakness, although not universal but it shows up more often than one would like, is in things like sales, marketing, business development.

So, how do you sort of square that circle, if you will? Well, one way that we think about doing that, and work with our clients to help them do that is to use the strength to cover for the weakness. So, if the creation of the content, the writing of the article, the putting together of the book, interviewing folks for research, etc; is the strength, how do you conflate that with what needs to be done with some sales, marketing, and business development?

Well, the way that you can do that is to interview folks that look like prospects, that look like the folks that actually can use your services, that can buy your services. And you think about it this way.

There’s two calls that you can make. Hey! I’m consultant X and I’m world-class and doing Y. And I’d like to talk to you about selling you some consulting services, or keynote services, or advisory services. Not really likely to get that call responded to, get that call answered pretty quickly.

The other one is: Hey I’ve written three books and I’m starting to do some research on my fourth book which is about Y. It seems to be a topic that you’re interested in. Here’s a couple of other folks that I’m going to be talking to, similar folks to the prospects that you’re talking to. Could I have a half hour of your time to discuss this? Anyway, the concept here is figuring out the right way for you to use your strengths to cover for your weaknesses when it comes to thought leadership and business development.

Would love to hear some of your thoughts and ideas and ways that you’re doing this or considering doing this. Thanks so much.