With the development of computers and the growth of the internet more and more people are trying their hand at business on their own account.

We are all familiar with the claims made by some of the online marketers and the new ideas occurring at the speed of light most of the time. But it's worth reflecting that some basics remain unchanged.

No matter what; your reputation will be vital in any business you start. You will need to build credibility and once built maintain that standard. Why you may think is that so?

Well we all need new business to survive. If you are offering products you will need them to sell. If yours is a service business you will need to be in demand and used. But;

* Think of the competition.

Competition comes in many forms.

- Price

- Service

- Quality

- Speed of delivery

- Experience

- Knowledge

- Uniqueness

- Resources

- Brand

- Etc.,

- So why should anyone use you and how do you get your message across?

This is why credibility is so important.

When I decided to start consulting my great dilemma was - am I a specialist? or am I a generalist?

As a broad guide specialists generally hire out their time doing whatever it is they specialise in which tends to be task oriented. Whereas generalists have broad experience and can advise on a number of issues with little current specialist skill to offer.

You will see the cause of the dilemma. If a business needs a specialist and you are that person you can satisfy the need. How many businesses will agree that a generalist is needed, someone giving advice, an advisor. Generally people don't like receiving advice.

Really there was no real question because of my broad general management experience I was a generalist. It's harder to get projects as an advisor unless you can clearly demonstrate results. Having lead the turnround 6 different businesses through re-organisation and performance improvements I had documented case histories to call on and with which to build credibility.

The knack was then to turn the record into a form that potential customers could identify with and see how working with me would benefit their business.

A way to do this is ask yourself some questions;

I am a______________________________________

Build the answer into your business card, letterhead, brochure.

I have experience in the_____industry/market

I can bring__________________to the business

Businesses need my support because________

If they do not have what I offer the result would be____________________________

The kinds of goods/services I offer are, to my clients/prospects

( Essential. ( Useful. ( Helpful. ( Non-Essential. ( A luxury.

Could they carry out/obtain these services/goods for themselves

( Yes. ( No.

A simple honest appraisal of this type will help you define what you can offer, how to offer it and present it in the best way for the client to understand what will result. This should help with your credibility and because you have answered the questions to yourself you will be confident, giving a further boost to your credibility.

Don't under estimate your experience, build on it, use it.

Best wishes,

Michael Harrison.

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