A Brief Guide To Becoming An Expert
"The Expert!" Model: In Brief
By Robert Craven, MD of The Directors' Centre
All roads seem to lead to the notion that the well-managed expert business can win over the clients.
People like to buy from an expert and not from a follower.
One accountant is better than another in the mind of a client only because the client thinks that he is.
Marketing is not a battle for the product but for the mind of the customer.
Most PSFs (Professional Service Firms) think that the key to business success is their technical skill-set; however, they don’t understand:
- What people really buy
- What people really need...
- What people really want from them
- The importance of a good bedside manner
- The importance of demonstrating benefits/ proofs/ testimonials
- The business development process!
Most ‘professionals’ were trained to be technically excellent, but no-one told them how to run a business.
Tip of the day
You should become an expert — become an expert in the world that you work in.
Become an expert
People hate buying from a ‘follower’ or an ‘also-ran’ but love buying from an expert. Whether you are an accountant, a homeopath or a plumber, you can do it.
And because everyone will know and see you as the expert, they will ask you to do the work and they will pay a premium price!
So what does an expert do?
- An expert focuses
- An expert writes
- An expert possesses
- An expert knows
- An expert speaks
As well as the five attributes above there are two additional, yet underpinning, concepts:
- An expert has an ‘ology
- An expert uses testimonials and endorsements.
The interesting thing about these various aspects of being the expert is that they all interlock and inter-weave.
Once you clarify your specialisation then you can walk and talk and write about it (using the same case studies or... continued on page two >