Let’s say you’re trying to convince a potential customer/employer/investor to begin a relationship with you. There are only three ways to do it, and they are not created equal. From worst to best, here are the three ways to convince someone of your skill:

1. Tell them how great you are. This is the least effective method, but it’s better than nothing. The key here is to be honest and not come across as trying too hard to impress.  Bono (the lead singer of U2) once got asked by an older gentleman what he did for a living. “I’m a musician”, he said. You don’t have to be shy about your accomplishments, but don’t oversell yourself, either.
   
   
2. Have others tell them how great you are. Marketers have a name for this – social proof. In this context, if you and your customer have a mutual friend, ask your friend to put in a good word for you. If not, think about who else your customer might consider asking, and seek to make a good impression.
   
   
3. Show them how good you are.  Nothing’s more powerful than a customer witnessing your expertise first hand. If you’re a marketer, offer some quick marketing advice for a problem they have. If you’re a property manager, give them a tour of your places and show them the financial. Find a way to directly demonstrate your skill, and your chances go way up.

The real power of these techniques comes when you do them together. Spend the majority of your time focused on #2 and #3, and #1 will take care of itself.

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