Authenticity is magical because its creates a safe space between two human beings. When clients feel safe, they are more likely to want to work with us.

Every business needs a little bit of magic.

I’m not talking about the kind with pointy hats and wands,  although some days I admit I do wish I had both of those! I’m talking about the electric spark, the synergy that happens when two human meet and instantly realize this moment was “meant to be,” long before it ever got on their calendars.

I’m talking about the kind of meeting in which both humans realize they need each other, and that doing business together is a part of both them fulfilling their mission(s) on the planet.

I’M TALKING ABOUT THE MAGIC OF RELATIONSHIPS.

Robin S. Sharma has said that “The business of business is relationships; the business of life is human connection.” So often we are tempted to divorce business from life in an attempt to keep it fair, unbiased and “professional.”

Yet the original Latin roots of the word “professional” comes from the Latin word professio which means “public declaration” and profiteri which means “to confess publicly.”

CONFESSING ONE’S OWN MIND, THEN, IS THE ESSENCE OF BEING PROFESSIONAL.

Yet how often do we truly confess our minds to our clients?

It might surprise you to learn that your clients really want to get to know the real you. And in fact, if you as a person don’t feel real or genuine to them—they’re likely to get that uneasy feeling that says “move on, little doggy, move on” before they ever sign the contract or send you a payment.

AS MODERN ENTREPRENEURS, WE’RE SO TEMPTED TO APPLY LAYER AFTER LAYER OF “ENTERPRISE MAKEUP”—THE CAREFULLY CRAFTED EXPERT PERSONA THAT WE SHOW OUR CLIENTS TO CONVINCE THEM WE REALLY KNOW WHAT WE’RE TALKING ABOUT.

Very often, our efforts to be professional backfire completely. We naturally repel the real people who need us simply because we haven’t offered the one thing they really crave above everything, even above the services they need.

We haven’t offered them that “spark” that snaps with emotional electricity, or the little internal thrill that says, “Wow, this person really ‘gets’ me.”

We haven’t offered them a real relationship.

SO HOW CAN YOU TAP INTO YOUR OWN UNIQUE CONNECTIVE ENERGY AND FOSTER THAT ELECTRIC CONNECTION THAT BONDS TWO PEOPLE IT A DEEPER WAY AND PUSHES THEM CLOSER TOGETHER IN BUSINESS PARTNERSHIP?

Just be yourself.

Let your unique style, your hobbies, your family, your passions and personality show up in your business. In my sales meetings now, I always tell the story of how I was a writer without a voice, and it took a messy divorce and the loss of everything I hold dear to help me scrape back the layers of makeup and rediscover who I really am, and what I have to say.

That’s not something I ever talked about in a corporate pitch, back in the days when I wore a pantsuit and occupied a cubicle.

But invariably, it makes a connection with the right kind of client.

Because at the end of the day, they’re hungry to see and hear that this work I do around finding your voice, and attracting your ideal client, isn’t just a job. It’s the embodiment of who I am as a person. I really do care about this work, because it really hits home for me every single day in my life.

I’M NOT JUST ANOTHER EXPERT. I’M A SURVIVOR, A MENTOR, A SAGE WHO’S WALKED THE PATH BEFORE THEM. I AM NOW WHO MY CLIENTS WANT TO BECOME, IN THIS ONE SPECIFIC AREA OF FINDING YOUR VOICE.

That is what your clients need, too. And you can’t be that for them that if you’re relying solely on features and benefits, ROI or facts to make a connection.

To form a connection, there must be a bond of trust and understanding. Experts may impart knowledge, but deep inside most of us are intimidated by them. We want to hear them talk but don’t want to know them as people.

There must also be a measure of authenticity. Do show your real everyday life. Don’t be afraid to appeal to emotion and share your own feelings, because that is what makes you human.

Ultimately, your audience wants to work with a professional: someone who confesses their real truth and their real self. Your experience that led you to start your business is one of the best forms of expertise you can offer, and the one they’re hungry to hear.

Finding this “real self” of yours can take some time and work, however, if you’ve let those layers of “enterprise makeup” get caked up over time.  

Until next time, speak freely.

What is one truth you already tell your clients in your sales process? What's a truth you need to add? Share below.

Ready to expand your brand and your audience by crafting a more powerful message? Schedule your FREE 1:1 consultation here.

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