It's any conversation with a question/answer format where your skills and abilities are being evaluated by the person you're talking to.
You're meeting someone for the first time at a professional event, and you realize that the person you're meeting could be a client one day.
You're being considered for a project and want to come across as confident, likable, and natural when marketing yourself or your business.
You're participating in a meeting and don't realize that you're secretly being evaluated by someone who needs your product or services.
For 20 years, I worked in Fortune 500 companies as a human resources professional. I hired everything from Janitors to Vice Presidents. I saw a few good interviews, some average interviews, and a lot of bad interviews.
Then, I took what I knew about interviewing and started coaching pageant contestants for their personal and onstage interviews. Contestants market themselves to be the next titleholder, which is really a brand ambassador role.
Family and friends noticed how articulate and confident the contestants were when marketing themselves for the title. They started asking me to teach them the same skills so they could market themselves and their business.
And clients are won over when you can confidently market and promote yourself during a conversation in a style that's totally natural to you.
Do you feel like hiding when potential clients ask a question? Do you have a hard time explaining what you do and why you’re a stand-out in your field? You need go-to content you can deliver with confidence.
Did you have the perfect opportunity to promote your business but what you said didn’t connect with the client? You blew it and wasted all that time and energy. You need to develop strategic content to use whenever you need it.
Are you a subject matter expert who's recognized in your field, but feel awkward and uncertain in conversations with potential clients? You need to rework your content and improve your delivery skills so that they match your level of expertise.