This is especially true if you market to people who are leaders in their fields. People with authority tend to feel more confident and thus may be less likely to listen to what you have to say. The confidence in their own ability leads them to underestimate the help you may be able to provide them. So, in order to get your prospective clients to be open to new ideas—and your services—you must first make them feel powerless. You can do this by introducing a subject matter they might not know anything about or stumping them with a question they don’t know the answer to. Then you can market your ideas with the guarantee that you are being heard. Don’t forget to remind those with authority of their power, but only after they have listened to you.
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