In my book The Attraction Marketer’s Manifesto I talk about the Power of The Expert.
When you’re the expert people pay attention to you more and are more willing to take you up on your recommendations, such as buying your products or joining your network marketing opportunity.
Your ability to position yourself as an expert is far less complicated than people realize.
Mostly, it takes a keen eye for details on your product and services. And if you happen to be passionate about it – well then – it should be a cake walk.
Just to be clear… this is when your prospect comes to you. Not when you go chasing them down. We all know that’s NOT what experts do.
When you’re the expert, you can snap up sales others let slip through their fingers… literally.
In my quick video I share with you an experience I had at my local Office Max store. I had already looked all over the web for my particular problem – a lumbar support for my computer chair – and was coming up empty handed.
I even stopped at several local stores. Nothing.
It wasn’t until I stumbled upon Karen – the magical manager – who loves her store and resources that, not only got my solution, but was even given a special pass to swap out my old computer chair. Nice!
All because I found someone who really cared (and knew her stuff). Remember this: Really Care + Know Your Stuff = Expert.
You want a way to stand out and differentiate from the crowd? Here it is served up on a silver platter.
Now want to know something?
I had first asked the young man behind the cashier desk if they had any lumbar support pads for my computer chair.
He said, “No.”
He actually said No! And went as far to refer me on to other stores.
YIKES. GULP. Can you believe that!
It turns out there was a full floor display right in the center aisle filled with these lumbar supports.
What does that tell me?
This young man doesn’t know his store. Doesn’t care about people. Doesn’t know his stuff. NOT an expert. And not much help either. Make sure that’s not you.
You would have studied every corner of that store — inside and out. And you would know every product in that store too. And when I came into that store seeking help, you would have given great pleasure to walk me to the center display aisle to tell me all about it.
Right?
We Want Your Help. Let Us Know in the Comments…
Do you take time to study your product and service until you know it like the back of your hand?
In the comments below, please give all The Renegade Blog readership your best tips to improve one’s working knowledge (and capability to demonstrate) of your product or service.
Do you dedicate 30 minutes to an hour every day until you can talk it in your sleep? Or do you do something else?
To Your Sales Success,
Ann Sieg
I love stories so I’m going to tell you one more about my son just to make my point.
I did a little online research about Office Max and found this very apt description. “Shop the office-manager friendly choice for office supplies, office furniture and all types of office technology.”
How about you?
If you have your own business you get to decide “the culture” of your business. Are you “manager friendly” with your prospects and customers or are you a “snarly Marly” and scaring would-be customers away before they even think to pull out their credit card?
A recent Time Magazine article revealed that here in the USA our economy is 77% service based. China by contrast is only 44%.
So the story.
My middle son works as a leasing agent at an upscale condo complex. He’s had a new manager for a full year now. The problem is that their satisfaction rating in one year’s time has plummeted from 100% to 70%.
The problem?
This new manager thinks the customers (I feel the term should be clients) ARE the problem.
My son has actually been reamed for helping residents with things such as feeding a resident’s cat for the day while they were out of town, and of all things, for helping to jump another person’s car in the dead of winter.
He understands that the clients write his pay check. He appreciates his clients and doesn’t see them as a bother. He’s got the needs of his bustling community in mind and has served them well for the four years he’s been there. It’s become like family for him.
But his manager?
Her mindset is askew. Treating your customers well is mandatory for business. If you treat them badly, they’ll take their business elsewhere. We are in the service industry. It’s here to stay.
Thank you, so much, for this insightful article. This may be an elementary question, but: What elements qualify you as an expert in your industry. Is it experience and knowledge alone, or does curiosity, a desire to help other and the ability find answers also qualify?
I agree Ann!
This is so huge, so many people do not get this and that is why so many are left with a bad feel for a company, business etc, by the one experience. Remember that, “the one experience” is repeated to family and friends, over and over, like this video. So you go out of your way to find the answer and service the client, who is paying your wages(in whatever form that may be, 9-5 job or self employed) and step up to the plate and be there for the client!
I owned a retail store previous and went out of my way to recommend products of my competitors. Why? I was the go to expert and they all shopped my store, while finding their answers.
Right on Ann!
I recently saw a book in the bookstore, and I can’t remember the title exactly, but it had something to do with “Customer Service in the new world of online business.”
Now, doesn’t that sound like a good read?
I think you hit the nail on the head, when you said that “Caring for others + Industry Knowledge = EXPERT”
I am still working on the knowledge part, but it’s coming.
I also really like the story of your son, and his client services. That is so important, and people just don’t get it. It’s all about others. In fact, that is one of the keys in overcoming “Fear”, such as copywriting or video marketing. When we are have self orientation, instead of an “others orientation” we are more prone to fear getting in front of the camera. When we truly begin to care for others and desire to help them with the knowledge we do have…how can a little camera lens stop us from sharing it?
I would love to give your son a slap on the back and tell him, I’m behind him all the way. He’s doing it right!
Thank you Ann for sharing,
Martin