我如何学习如何推销自己(上)
How do I learn how to sell myself?
译文简介
网友：学习如何销售的一个好方法是在家人和朋友身上练习推销技巧。这将在销售前帮助你克服与陌生人交谈时的紧张情绪。重要的是，你要表现得随意、友好，而不是焦急、绝望地等待销售,不然会让潜在客户望而却步......
正文翻译
How do I learn how to sell myself?
我如何学习如何推销自己？
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Harsh Gupta，Clienty首席运营官（2021年至今）
In addition, A good way to learn how to sell is being aware of the psychology behind selling . In addition to knowing what appeals to your customers, you should also know which obxtions they might have. Strong salespeople try to anticipate these before they talk with someone so that they can answer potential complaints about their product and ease any worries. For example, if someone seems hesitant about buying a big-ticket item like a car, one obxtion might be that it's too expensive; this could lead the customer to want a personalized discount or payment plan in order to feel secure with the purchase. By anticipating and answering these obxtions before starting a conversation, you'll appear more knowledgeable than other sales people and keep the customer from stalling.
学习如何销售的一个好方法是在家人和朋友身上练习推销技巧。这将在销售前帮助你克服与陌生人交谈时的紧张情绪。重要的是，你要表现得随意、友好，而不是焦急、绝望地等待销售,不然会让潜在客户望而却步。你可以练习有效地提出探究性问题和回答反对意见。当涉及到要求客户付款时，试着询问他们是否需要时间来考虑，而不仅仅是当场要求付款；大多数人不喜欢在购买汽车和房屋等高价商品时被迫做出决定。如果有人不想要或（提出的要求）不在你的服务范围内，保持友好和礼貌—不要争论，因为争论只会让你看起来绝望和不专业。
此外，学习如何销售的一个好方法是了解销售背后的心理。除了知道什么吸引了你的客户，你还应该知道他们可能有哪些反对意见。强大的销售人员在与他人交谈之前会尝试预测这些，以便他们能够回答对其产品的潜在投诉并缓解任何担忧。例如，如果有人对购买像汽车这样的高价商品犹豫不决，一个反对意见可能是它太贵了；这可能导致客户想要特别的折扣或付款计划，以便在购买时感到自在。通过在开始谈话之前预测并回答这些异议，你将比其他销售人员显得更有知识，并防止客户延迟下单。
There are an endless number of ways to market yourself, but the seven we’ve chosen below cover the gamut of the kind of basics you need to be focusing on in order to build a multi-layered and effective marketing campaign to promote your brand.
1. Choose a niche
The first step in self-marketing is identifying who you are. For example, if you do IT security for a living, your niche cannot be IT security. That is way too broad and there are too many people who do it. You'll immediately get lost in the shuffle.
Instead, you could be someone who provides low-cost IT security to sole proprietor businesses who are total novices when it comes to the world of cyber.
When you choose a niche that is appropriately narrow like this, ideas immediately spring to mind on who you need to be marketing to and what your messaging needs to be. If it's just "IT security," you'd have a hard time figuring out where to even begin marketing yourself.
Identifying your niche is tricky, but there are a few simple steps you can take now to get the ball rolling:
Research your market to identify underserved areas
Create a few customer profiles describing the types of clients you will go for
Ask yourself if the market you’ve chosen is niche enough or if you should get even more specific
Ask if you may be going too niche, and focusing on a market so small that there aren’t enough customers to provide the revenue you need
Example of doing it wrong: Greg doesn't try to define his market and just advertises himself as a marketing firm. Months later, he's still struggling to get clients.
Example of doing it right: After extensive market research, Sally decides that she should position herself as a marketing agency that will put pet-based businesses on the map with a custom-tailored plan, and promises to beat any competitor's price. She immediately starts developing relationships with pet-based businesses in the area.
推销你自己的方法有很多种，但下面我们选择的七种方法涵盖了你需要关注的所有基本方法，以便建立一个多层次、有效的营销活动来推广你的品牌。
选择一个有利可图的市场
自我营销的第一步做好定位。例如，如果你以IT安全为生，你的细分市场就不可能是IT安全。这太宽泛了，而且有太多人这样做。你会在混乱中迷失方向。
相反，你可以是一个为独资企业提供低成本IT安全的人，而独资企业在网络领域中完全是新手。
当你选择这样一个适当狭窄的细分市场时，你会立刻想到你需要向谁营销，你需要传递什么信息。如果仅仅是“it安全”，你将很难弄清楚从哪里开始推销自己。
确定你的细分市场很不容易，但现在你可以采取几个简单的步骤来推动这一进程：
调查市场，找出服务不足的地区
创建一些客户概要文件，描述您将选择的客户类型
问问自己，你选择的市场是否足够细分，或者你是否应该更加具体化。
问问你市场切入点是否选的太窄，专注于一个太小的市场以至于没有足够的客户来提供你所需要的收入。
失败的例子：Greg没有试图定义他的市场，只是宣传自己是一家营销公司。几个月后，他仍在努力争取客户。
成功的例子：经过广泛的市场调查后，Sally决定将自己定位为一家营销机构，通过定制的计划将基于宠物的业务推向市场，并承诺给出击败任何竞争对手的价格。她立即开始与该地区以宠物为基础的企业建立关系。
Trust is important when you're marketing yourself, and people trust experts, so it's important you find a way to position yourself as someone with knowledge of your niche. You already have that knowledge, of course, but people don't know that, so you've got to do some legwork to get your name out there. You've already worked hard to learn how towork for yourself, so see it through by doing your research and becoming as knowledgeable as you can.
If there's some certification you can get, that's a good first step. You should also reach out to the media. Use services like HARO (Help A Reporter Out) to offer your expertise up to journalists looking to interview someone on the topic. You can then point to these articles as proof that you're seen as an expert.
Becoming an expert takes a good deal of effort, but you can do it if you carve out some time to do the following things:
Set aside an hour per day to read up on articles or market research about your industry
Have a couple conversations per week with clients in your field to ask for their perspectives
Reach out to organizations that run conferences or other events that feature speakers to find out how you can get on the list Create a YouTube channel where you provide your expert opinions
Example of doing it wrong: Jean doesn’t do much research on what software tools construction managers need to be successful, and when a member of the media reaches out to her, her answers are unusable and she is not featured in the journalist’s article.
Example of doing it right: Tony spends hours researching construction management software tools and talks to some users about their preferences. When he speaks at a construction management conference, the audience is wowed by his knowledge and his in-depth responses to questions, raising his profile among his clientele.
成为一个专家
当你在推销自己时，信任是很重要的，而人们信任专家，所以将自己定位为了解自己的细分市场的人是很重要的。当然，你已经有了这些知识，但人们并不知道，所以你必须多跑动，让你的名字被人知道。你已经努力学习如何为自己工作了，所以通过做你的研究和尽可能了解更多来坚持到底。
如果你能获得一些认证，这是很好的第一步。你也应该接触媒体。使用像HARO(帮助记者)这样的服务：为想要就此话题采访某人的记者提供所需的专业知识。然后，你可以把这些内容作为你被视为专家的证据。
成为专家需要付出大量的努力，但如果你能抽出一些时间来做以下事情，你就能做到:
每天花一个小时来阅读你所在行业的文章或市场研究；
每周与你所在领域的客户进行几次对话，询问他们的观点；
联系那些举办会议或其他活动的组织，这些会议或活动都需要演讲者，了解你如何才能进入名单。创建一个YouTube频道，提供你的专家意见。
举个失败的例子:杰尼并没有做太多关于建筑经理需要运用什么样的软件工具来获得成功的研究，当媒体成员向她求助时，她的答案是不可用的，因此她也没有出现在记者的文章中。
成功的例子:托尼花了几个小时研究建筑管理软件工具，并与一些用户讨论他们的偏好。当他在建筑管理会议上发言时，他的知识和他对问题的深入回答令观众惊叹，这提高了他在客户中的形象。
You have knowledge that a lot of people find valuable, so put it out there. Content marketing is an incredibly valuable tool t build your brand, so take advantage of it by creating insightful and keyword-rich articles to post to your website.
Of course, you need to build a website first, and you should review several examples to get some ideas on what kind of format your website should take that will most appeal to your audience.
And don't just post to your own website — visit influential blogs in your niche or use sites like Quora to answer people's questions and interact with the community. By helping to educate your consumers, they increasingly see you as a trustworthy expert and they will get to know your business as well, and hopefully you'll be at the front of their minds when they need your services.
Content marketing sounds like a lot of effort learning a skill you’re not familiar with, but in fact it’s just about creating quality content that helps people, so take these steps first:
Set aside a block of time each day, or at least each week, to produce content
Solicit questions from your audience that you can offer your expertise on in the form of a YouTube video or blog post
Example doing it wrong: Sam doesn’t set aside any time to produce insightful content and has to pay top dollar for advertising because he doesn’t get any organic traffic.
Example of doing it right: The first thing Tina does each morning is hop onto Quora and answer a few questions from people looking for answers in her field. As a result, she begins to see an uptick in traffic to her website from people checking out her profile.
教育
你知道很多人都觉得自己很有价值，所以把它说出来吧。内容营销是一个非常有价值的工具，它可以帮助你建立自己的品牌，因此，你可以利用它，在你的网站上发表一些有见地、关键词丰富的文章。
当然，你需要先建立一个网站，你应该回顾几个例子，了解你的网站应该采用什么样的风格，才能最吸引你的读者。
不要只是在你自己的网站上发帖—访问你所在领域有影响力的博客，或者使用像Quora这样的网站来回答人们的问题并与社区互动。通过帮助教育您的消费者，他们越来越多地将您视为值得信赖的专家，他们也将了解您的业务，希望在他们需要您的服务时，您能站在他们的前面。
内容营销听起来像是在努力学习一项你不熟悉的技能，但事实上，这只是为了创造帮助人们的高质量内容，所以首先采取以下步骤：
每天或至少每周留出一段时间来制作内容
以YouTube视频或博客文章的形式征求听众的问题，你可以提供你的专业知识
失败的例子：山姆没有留出任何时间来制作有见地的内容，他不得不为广告支付高额费用，因为他没有获得任何有效流量。
成功的例子：蒂娜每天早上做的第一件事就是跳到Quora上，在她的领域内为寻找答案的人回答几个问题。因此，她开始看到访问她网站后在查看她的个人资料的人数再上升。
Social media is challenging to master, but it's important, so you need to be developing accounts on lixedIn, Facebook, Twitter, and other platforms.
One important thing to keep in mind is to know your audience: if most of your clients can be found on Facebook, spend more time there, and if it's lixedIn, that's where you should devote most of your resources.
You can take the content you're creating for your website and share it on social media. You can also use these platforms to interact with clients and other companies in your niche to further develop a following and make a name for your self.A lot of people have no idea where to begin with social media, but the first steps aren’t that hard:
Determine how often you can post meaningful content on your social media accounts, and set up a schedule to do so
Interact with potential customers and other influencers in your market by asking questions or answering them on a daily basis
Edit your profile to send people straight to your landing page
Experiment with all social media platforms to see which ones work best for you
Example of doing it wrong: Wendy doesn’t see the point of social media and doesn’t even have any accounts, meaning she gets zero traffic from one of the most popular places for her customers to congregate.
Example of doing it right: Alyssa uses tools like Hootsuite to schedule blasts to Facebook and Twitter at regular intervals so people are always getting content from her, and she’s responding to other people’s social media posts. As a result, her social media audience increases every week, and therefore her potential client pool is expanding.
在社交媒体上累积粉丝
掌握社交媒体很有挑战性，但它很重要，所以你需要在lixedIn、Facebook、Twitter和其他平台上建立账户。
要记住的一件重要的事情是了解你的受众:如果你的大多数客户都能在Facebook上获取，那就多花点时间在那里，如果是lixedIn，那你就应该在那里投入大部分资源。
你可以把你为网站创建的内容分享到社交媒体上。你也可以利用这些平台与你所在领域的客户和其他公司进行互动，进一步发展自己的粉丝群，让自己出名。许多人不知道从哪里开始弄社交媒体，但第一步并不难:
确定在你的社交媒体账户上发布有意义的内容需要多久，并设置一个时间表。
通过每天问问题或回答他们的问题，与你的市场上的潜在客户和其他有影响力的人互动。
编辑你的个人资料，让人们直接进入你个人网站登陆页面
尝试所有的社交媒体平台，看看哪一个最适合你
失败的例子:温蒂不明白社交媒体的意义，她甚至没有开设任何账户，这意味着她的客户最喜欢聚集的一个地方的流量来源为零。
成功的例子:艾丽莎使用Hootsuite等工具，定期通过Facebook和Twitter发送消息，这样人们就总是能从她那里获得内容，她还会回复其他人的社交媒体帖子。因此，她的社交媒体受众每周都在增加，因此她的潜在客户也在扩大。
Sometimes, it's best to let someone else do the talking, and build your brand in the process. By being inclusive and letting others join the conversation, you show that you are willing to listen to other people's input which increases their willingness to work with you or do business with your company.
Invite guest posters to write for your blog, or maybe even take over your social media account for the day. They'll add an additional perspective that your readers or followers will find valuable, and they'll increase the profile of your personal brand.
A lot of us have a control freak side that wants to be the only voice in our business, but if you want to grow, you need to take a few steps to start bringing more people under the umbrella:
Create a long list of people you would want to write a guest post for your site in an ideal world.
Commit to asking one person per day to write for your site on a topic of their choosing, you can gently offer your own ideas
Add a forum to your site to build a community
Promptly respond to comments to your blog posts
Doing it wrong: Troy posts a lot of content, but never invites his peers to join him. He’s disappointed by the lack of engagement from influential people in his market.
Doing it right: Kim is using her social media strategy to reach out to influencers and see if they’d be willing to share their knowledge with a quick post, and she’s delighted to see the resulting guest posts bring in visitors who wouldn’t have otherwise known about her.
具有包容心
有时候，最好是让别人来说话，在这个过程中建立你的品牌。包容他人并让其参与对话，表明了你愿意倾听他人的意见，从而增加他们与你合作或与你的公司做生意的意愿。
邀请嘉宾为你的博客写稿，或者甚至可以接管你的社交媒体账号。他们会为你的读者或追随者提供有价值的额外视角，还会增加你的个人品牌形象。
我们很多人都有控制欲的一面，想要成为我们行业中唯一的声音，但如果你想要成长，你需要采取一些步骤，让更多的人参与进来：
在理想的情况下，创建一长串你想请来为你的网站写一篇文章的人。
承诺每天请一个人为你的网站写一个他们选择的主题，你可以温和地提供你自己的想法；
在你的网站上添加一个论坛以建立一个社区；
及时回复对你博客文章的评论；
失败做法:特洛伊发布了很多内容，但从不邀请对类似话题感兴趣的人加入。他对自己的市场缺少有影响力的人来参与感到失望。
成功的做法:金使用她的社交媒体策略来接触有影响力的人，看看他们是否愿意通过快速发帖分享他们的知识，她很高兴地看到，由此产生的客串帖子带来了原本不认识她的访客。
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One of the best ways to market yourself is to have a captive audience, so look for opportunities for public speaking.
Figure out where your customers gather, and get on the list. That could be conferences, trade shows, workshops, association meetings. Whatever the case, contact the organizer, point to the credentials you've established as an expert, and offer to speak.
When you do get a speaking engagement, remember at all times that you are marketing yourself, not selling a product. As a result, your goal should be building trust by sharing your knowledge with the audience.
You should, of course, plug your product or service at the end of your talk, but the focus of the talk should be on helping the audience learn more about a subject they care about.
This can be an intimidating step, especially for introverts, but you can do the following things to make it a bit easier:
Make a list of where your customers gather
Create a one-page information sheet detailing your expertise
Contact these events to ask about speaking engagements and provide the sheet to them
Start with small events and use these to bolster your credentials to speak at big conferences
Example of doing it wrong: Tim never physically puts himself in front of customers and struggles with name recognition as a result, making it harder to get guest posters or interact with new clients
Example of doing it right: Bob is constantly scouring IT trade shows for new speaking opportunities to promote his new book on easy ways small businesses can boost IT security, and has found it to be an incredibly lucrative new pipeline to finding new customers.
寻找演讲机会
推销自己的最好方法之一就是拥有忠实的听众，所以要寻找公开演讲的机会。
找出你的客户聚集的地方，然后列在名单上。可以是会议、贸易展览、研讨会、协会会议。无论如何都要联系组织者，摆上你已经作为专家的证明资料，并提出发言。
当你接到演讲邀请时，要始终记住，你是在推销自己，而不是在推销产品。因此，你的目标应该是通过与听众分享你的知识来建立信任。
当然，你应该在演讲结束时宣传你的产品或服务，但演讲的重点应该是帮助听众更多地了解他们关心的主题。
这可能是一个令人生畏的步骤，特别是对性格内向者来说，但你可以做以下事情，使它更容易:
列出你的客户聚集的地方
创建一张一页的信息表，详细说明你的专业知识
联系这些活动方，询问有关演讲活动的情况，并向他们提供表格
从小型活动开始，利用这些活动来增强你在大型会议上发言的资格
失败的例子:蒂姆从来没有亲自出现在客户面前，结果是他的知名度很低，这使得他更难获得客串嘉宾的宣传海报或与新客户互动也变得更加困难。
成功做法的例子:鲍勃不断地在it行业展会上寻找新的演讲机会，以推广他的新书《小企业提高it安全的简单方法》，他发现这是一个非常有利可图的寻找新客户的新渠道。
In today's world of digital marketing, face-to-face contact is still the best way to market yourself.
People trust individuals they have met and spoken to more than someone they've only interacted with on social media or via email. It lets them know this is a real person they're dealing with and they're not just a number.
When you get those speaking engagements, take opportunities to talk to people afterward and exchange cards.
Identify important people in your industry and offer to buy them lunch to pick their brain; people love to share their expertise, after all. Go to where your customers gather and ask them about their wants and needs. All of these situations create tremendous opportunities to market yourself.
You’d be surprised at how big of an impact just a couple of extra face-to-face meetings per week can make, and here’s what you can do to experience that for yourself:
Determine how much time you should spend each week on face-to-face interaction
Take your list of trade shows and events and put as many in the calendar as you can
Create business cards and marketing materials you can hand out when you talk to people
Invite one person you admire or want to get to know to coffee each week
Example of doing it wrong: Mona spends all her time on content marketing and social media, but finds that it’s just not bringing in enough clients to get her business into profitability.
Example of doing it right: Brett supplements his online activities with visiting workshops and conferences to meet with potential clients face-to-face, and finds that it is a great way to create a pipeline of referrals.
结识他人
在当今的数字营销世界中，面对面的接触仍然是最好的营销方式。
比起只在社交媒体或电子邮件上交流过的人，人们更信任他们见过和交谈过的人。这让他们知道他们在和一个真实的人打交道，而不是一个数字。
当你被邀请演讲时，抓住机会和人们交谈并交换名片。
找到你所在行业的重要人物，邀请他们共进午餐，向他们请教;毕竟，人们喜欢分享他们的专业知识。去客户聚集的地方，询问他们的需求。所有这些情况都为推销自己创造了巨大的机会。
你会惊讶地发现，仅仅每周多几次面对面的会议就能产生如此大的影响，以下是你可以自己体验的方法:
确定你每周应该花多少时间进行面对面的交流；
把你（可以参加的）贸易展览和活动列表，尽可能多地标记在日历上；
制作名片和营销材料，当你和别人交谈时可以分发出去；
每周邀请一位你崇拜或想认识的人一起喝咖啡；
失败的例子:莫娜把所有时间都花在内容营销和社交媒体上，但发现这并没有带来足够的客户，让她的业务盈利。
成功的例子:布雷特在网上活动的基础上，通过参加研讨会和会议与潜在客户面对面交流，发现这是建立一个推荐渠道的好方法。
Selling yourself requires walking the line between humility and arrogance, Whether you’re pitching investors, interviewing for a job, or simply explaining your company to a stranger, you must know how to sell yourself. If you don’t believe in yourself, others probably won’t either. Here are my best tips on learning how to sell yourself.
1. Separate you as a person from you as a product. When selling yourself, focus on your strengths . What parts are you proud of? If you’re at a loss, ask a few trusted friends and peers for their opinion. Focus on those, and when selling yourself, place those front and center. Nobody’s perfect all the time, but you can be for the length of a pitch or interview.
推销自己需要在谦虚和傲慢之间游走，也就是自信和自负。无论你是在向投资者推销，还是在面试一份工作，或者只是向一个陌生人解释你的公司，你必须知道如何推销自己。如果你不相信自己，别人可能也不会相信你。以下是我学习如何推销自己的最佳建议。
将你作为一个人与作为产品的你分开。当推销自己时，关注自己的优点。你以什么为荣？如果你不知所措，问问几个值得信赖的朋友和同龄人他们的意见。关注这些，当推销自己时，把这些放在谈话阶段前面和中间。没有人总是十全十美的，但你可以在一次演讲或面试中做到十全十美。
培养自信。当你在工作或家庭中做了一些伟大的事情或事情进展顺利时，你很容易对自己感觉良好。当事情变得不稳定或有人说了一些令你烦恼的话时，要保持这种自信就有点困难了。那些能够很好地推销自己的人能够发展并保持稳定的信心程度。像其他事情一样，应该每天练习自信和积极的心态。这将为自信打下基础—这将帮助人们对你有同样的感觉。
积极主动，持之以恒。不要等待别人来接近你。不管你的行业或目标是什么，可能还有成百上千的其他人打算做同样的事情。不要指望别人向你伸出援手，也不要神奇地以为他们对你所能提供的东西感兴趣。与人们接触，告诉他们你的一切，不断重复。