Hey, it's Tim here...
Question:
Has a doctor ever cold-called you to set up an appointment?
No.
They don’t need to.
People come to doctors. They trust them. They listen to their advice. They follow their recommendations.
Why?
Because doctors are positioned as experts. You seek them out.
That’s positioning.
Now, think about most businesses. What do they do?
They chase after prospects, hoping to get noticed.
That’s prospecting.
It’s exhausting, and most of the time, it doesn’t work.
What if, instead, people came to you? What if they already saw you as the expert and wanted your help?
That’s the power of positioning. Let’s break it down.
Why Prospecting Is Hard Work (and Mostly Doesn’t Work)
When you prospect, you’re chasing. You’re cold-calling, sending emails, or trying to get in front of as many people as possible.
It takes time. It drains your energy.
But worse than that? It’s ineffective.
Why? Because people don’t trust you. When you reach out to them, they see you as a salesperson. And no one likes salespeople.
Think about it: when someone calls you out of the blue to sell something, how do you feel? Annoyed. Suspicious. At best.
Prospecting sets you up to lose from the start.
The Power of Positioning
Positioning flips the script. When you’re positioned as the expert, people come to you.
They already trust you. They’re ready to listen.
Just like a doctor.
When people see you as the expert, you don’t have to prove yourself. They respect your opinion. They follow your advice.
And they don’t haggle over price because they see your value.
How to Shift from Prospecting to Positioning
So, how do you make the shift? Here are three simple steps:
1. Teach, Don’t Pitch
Stop trying to sell. Instead, share useful advice.
Teach people something valuable.
When you help them, they see you as the expert.
2. Create a Simple Lead Generation Device
A short, insanely useful book is a great way to position yourself as an expert.
It’s tangible. It’s credible. And it lets you share valuable knowledge upfront.
This positions you as someone worth listening to.
3. Let Them Find You
Build systems that let people find you.
Whether it’s a website, a book, or an email funnel - make it easy for prospects to seek you out.
When they come to you, they’re already interested. You don’t have to chase anymore.
The Bottom Line: Positioning Wins
When you position yourself as the expert, everything changes.
You’re not chasing after leads. You’re attracting them. You’re not a salesperson. You’re a trusted advisor.
And when people trust you, they buy from you.
Want to Learn More?
I’ve written a new book that walks you through how to make this shift: The Automatic Lead Machine: Generate Leads 24/7 With One Simple, Short Book.
It’s packed with actionable steps to help you create a system that attracts leads and positions you as the expert.
Check it out, and start building your own automatic lead machine.
Best,
Tim