To make your business soar, you must position yourself as an expert. When your potential clients are deciding who they will do business with, they are less concerned with price than you might think. Today's savvy potential clients are most interested in working with who can do the best job. As an executive coach working with business owners and service professionals, I tell my clients over and over “everybody wants to do business with an expert.” If you want to increase your business success, establish yourself as an expert. People will give you their business to you if they know you have the expertise to do an excellent job for them.
There are several things you can do to position yourself as an expert. The first and most important item for you to do is:
See yourself as an expert. If you do not consider yourself as an expert then you have two choices: become an expert fast or find a new profession. Keep in mind what comes easy to you does not come easy to everyone – and many will gladly pay top dollar for your knowledge and expertise.
In addition, use some of the following methods to raise standing as an expert in your field.
Public Speaking is a very important way to gain exposure and potential clients. When you are in business remember it is always better to be in the front of the room with your mouth open than in the back of the room with your mouth shut. There are several groups meeting in your geographic area that are always looking for speakers. Put together a list of topics you can discuss and send it out to the program chair of different organizations you identify as groups filled with your potential clients. Whenever you are speaking, you can invite potential clients who you would like to hear you speak. Speaking gives people an opportunity to meet you and get to know you before they meet with you individually to consider becoming your client.
Do public seminars. Do not think that you will make money on these seminars. In fact you may spend a good amount to put one together; however, there are benefits to creating your own forum for presenting your work. You determine how long you will speak and what the format will be. You can target participation to people you know are potential clients for you. You can do press releases and event listings in publications that lots of people will read even if they do not attend. This results in people saying to you the ever popular phase "I see your name everywhere." Establishing name recognition is a big part of positioning yourself as an expert.
Join The Chamber of Commerce. When you are a member of your local chamber you are recognized as a legitimate businessperson, and you are acknowledged as someone who understands the importance of supporting the business community in which you live. Also, your Chamber can provide you with many opportunities to position yourself as an expert, like being on a panel, writing an article for the newsletter, and volunteering your expertise for the organization.
Be active in your industry association. Anybody who is an expert is a member of their local and or national industry group. These groups, like other industry specific groups, offer monthly or quarterly meetings that allow you to keep current on changes in your industry, as well as offering you a place to meet other members of your profession. Consider doing presentations at industry conferences this will allow you to be considered an expert by your peers.
Become involved in the leadership of your industry association. Leadership in your industry professional association automatically gives the impression that you are a local expert. This role also allows you to keep your hand on the pulse of what is happening in your industry in your area.
To be continued ...