Every industry has a few people that always seem to be present with useful content. People and business seem to gravitate towards them. Joe Burns has carved out an excellent career by establishing himself as the go-to-guy in cybersecurity. He tells us how he did it.
As an MSP business owner, you're constantly searching for strategies to win new clients and accelerate growth. One transformative approach that I've personally championed is becoming a key person of influence within a specialised domain. For me, diving deep into the world of Cyber Security wasn't just a passion, it was a strategic move that set the stage for a steady influx of leads and opportunities.
Over the past 15-20 years, I've been actively engaging business audiences, speaking at numerous events filled with prospective clients, sharing a plethora of content across various social platforms, and marking my presence on YouTube, podcasts, radio shows and even on TV. Every time I was providing my experience and insights, I was also establishing myself as the undeniable expert in the field, the first name that pops into people's heads when they think 'Cyber Security.'
My presentations frequently contained hacking demonstrations and insights from the mind of a hacker, so I decided to elevate my game by obtaining the Certified Ethical Hacker certification, enhancing my credibility even further.
I want to emphasize the value of amplifying your authority with credentials and certifications, yet it's crucial to understand that these aren't prerequisites for initiating your journey. You can begin by sharing your knowledge and gradually establishing your reputation.
Now, when people within my network think Cyber Security, they think of me. That's the power of becoming a key person of influence. It's about making your name synonymous with your specialism, ensuring that when the need arises, you and your business is the first call they make.
Remember, establishing this level of influence is a marathon, not a sprint. Rarely have I spoken at an event and received immediate follow-up. More often, it's the long game that pays off, with individuals reaching out months or even years later, recalling my presence at an event or my insights shared online.
So, how can you replicate this success within your MSP? Start by identifying your niche. Whether it's data protection, cloud computing, or any other realm where you can offer unmatched insight, zero in on it. Next, share your wisdom. Speak at events, engage on social media, contribute to blogs and podcasts—get your voice out there.
Remember, it's not just about broadcasting your knowledge; it's about engaging, listening, and responding. Build a community around your expertise, and you'll find that your influence naturally converts into business growth.
To my fellow MSP owners, the message is clear: carve out your niche, establish your authority, and watch as your influence propels your business to new heights. It's a journey worth embarking on, and I can't wait to see where it takes you.
If you want to learn more about becoming a key person of influence, I recommend you read or listen to the book “Key person of Influence” by Daniel Preistley. Although I hadn’t read this by the time I started my journey into becoming a KPI, it definitely gave ideas and inspiration to help me on my way.
Comments