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Your Strategic Positioning Project 

by Lynne Waymon 

Wish you could get more visible in your target markets?  Want to warm up those cold calls so when your prospect hears your name they say, "I've heard of you!"  Like to become the natural and only choice when opportunity arises? 

Then stop wasting time and money running from event to event.  Stop strewing your business cards around the room.  Stop joining organizations with no idea about how you'll show your character and competence and turn those contacts into clients. 

Instead, create a Strategic Positioning Project that will bring you visibility and credibility in the eyes of your ideal clients.  Plan a 3-5 year project that will position you to get the clients or job offer you've been waiting for.  After coaching and interviewing hundreds of professionals for the past 15 years, it's clear that successful businesspeople have created Strategic Positioning Projects that pass these 5 tests: 

1. The Doorway Test.  Your project positions you in the doorway your potential clients just naturally pass through in the marketplace. Your project means you spend time where they spend time. 

2. The All or Nothing Test. Your project shows off your character and competence so the people you meet conclude that you must be trustworthy and good at what you do.  

3. The Time & Money Test. You have the resources that will make the project a success.  As part of your overall business or career plan you believe this allocation of resources will  be worth the investment. 

4. The Five Year Test. Your project sets the stage for the phone call you want to receive in 3 to 5 years. The person calling will propose the client/opportunity/offer you've been working for. 

5. The Pig In Mud Test. Your project makes you "as happy as a pig in mud."  It allows you to be where you feel at your best, where you experience a blend of personal and professional life and goals. It brings out your best. 


Lynne Waymon is co-author with Anne Baber of Make Your Contacts Count (New York, AMACOM, 2002)  Lynne's clients are major corporations, associations, non-profits, franchises, and professional firms.  She recently received the Outstanding Speaker Award from the national Capital Speakers Association. For information on her training programs call 352-438-0261 or email [email protected] visit www.ExpertSpeaker.com/Speakers/waymon.htm 

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