Glen Carlson | The 5-Step Process for Becoming a Key Person of Influence

Initial Notes

• Recognise established underlying value and underutilised intellectual property.

• If your business is a startup and your track record is empty, this is the best time to get back to -the basic.
  • Handle sales.
  • Prove to your customers that you provide value to them.

• If values have already been established, follow these 5 key steps to generating results:

Step 1: Pitch and clarify your own value.

• Identify how you can answer a question that will differentiate your business from your competition.

Step 2: Publish your pitch to as many channels as possible.

• Publishing is essentially augmenting the role of traditional sales and marketing.

• Get in front of your prospects and relay them your value proposition.

• You need to think of yourself as a media company owner, not a content creator.
  • You don’t need to be the thought-leader to share relevant content.
  • If you’re a great talker, record your talks and have them transcribed.
  • Send these transcriptions over to journalists/writers who can turn its content into a short article.
  • It will give an advantage to your business if you can publish high-quality video content.

• The first two key steps are vital as they confirm proof of audience.

Step 3: Develop a product ecosystem.

• Build it around your proof of audience.

• Decouple the delivery process from the founder’s time.

• Identify your signature product. Know what are core products that you want to be famous for.

• Know what the complete and remarkable solution to your customers’ real and meaningful problems is.
  • Your core product should have a minimum of $2,000 gross profit per transaction.
  • Create something valuable for people that offers a complete and remarkable solution.
  • Then, create a proven process poster that maps out your solution to your clients.
    • What will people get out of it?
    • When can people get it?
    • What’s involved in getting it?
    • The best content to publish is the type of content that your business is talking to your prospects all the time.

Step 4: Work on your profile.

• Do not make it all about yourself or make yourself a hero. Instead, showcase your clients’ successes.

• Break the profile into four elements that have SALT as the acronym:
  • Social media.
  • Awards and accolades
  • Live appearances.
  • Third-party medium.

• Glen recommends working with the first acronym last. Do not add more noise to a noisy environment.
  • Instead, focus on the elements that have more gravitas in them.
  • Never try and pretend through your profile that you are something that you’re not as it may lead to an inverse effect.
  • Every quarter, run a formalised meeting to work out how you can simplify your processes even more.

Step 5: Joint partnerships and alliance.

• Considering that your business is still not the go-to source, it is strategic to partner up with businesses that are also yet to be known.

• Once your business gets included in the circle of the go-to experts, you will then have a chance to partner up with big brands.

• This step is not like an elevator pitch. It’s more about having a base plate of your core value proposition.

• Take a step back and know that only key people of influence have the opportunity to do decent joint ventures, partnerships, and alliances.

• Nail the first four principles first before diving into joint partnerships, as partnerships show that everything you think you’re missing in your business, somebody else has it in abundance.

• Create a list that shows who has a lot to gain and provide your partnership pitch to them.

• You’ve got to figure out your reason to be a key person of influence.