208: Authority Selling: Win the “Zero Moment of Truth” Game and Use Your Authority Positioning Assets to Get More Business with Mike Saunders

What this episode covers

Mike Saunders from MarketingHuddle.com (author of the book Authority Selling) tells us about the Zero Moment of Truth. Mike Saunders is an authority marketing strategist who helps business owners enhance their competitive edge by building expertise and authority. He is the host of Business Innovators Radio and the author of "Authority Selling," a book published with an endorsement from Tom Hopkins. Mike runs Marketing Huddle, a company that assists entrepreneurs in developing their professional brand through strategic positioning. He specializes in helping clients create authority positioning portfolios and has a unique system for helping professionals become published authors without writing a single word. Every business has a "Moment of Truth" where a customer discovers if that business delivers on their promises or not. These days, the "Zero" Moment of Truth exists -- where your future customers check the online breadcrumbs of your business before they even interact with you. Mike tells us how to educate those customers and provide a consultation as opposed to an outdated presentation or sales pitch. https://www.youtube.com/watch?v=xEUGNpmiuRU Quotes: “You can start as the big fish in a small pond, and as you develop and grow, that pond expands, becoming larger and larger over time.” – Mike Saunders “It's about establishing yourself as an expert and authority by taking on the roles of educator and advocate for your target audience.” – Mike Saunders “People are busy, and they carefully choose how to spend their moments of time.” – Mike Saunders Takeaways: 04:14 Know your target audience precisely, not just a broad group of potential customers. 10:53 Being interviewed on a podcast builds more trust than simple advertising or coupons. 14:27 Modern consumers research businesses thoroughly before making first contact, known as the "zero moment of truth". 18:06 Having a book, media mentions, and speaking engagements increases your perceived value and expertise. 22:41 You can create a book without writing by being interviewed about your business expertise.

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