How To Be Perceived As An Expert In Your
Chosen Field
By Tom Egelhoff
 The title of this weeks article may suggest
that being "perceived" as an expert is somehow being
untruthful, or presenting yourself as something that you aren't.
That is not the point of this article. If you try and deceive
your customers in any way your business is doomed to failure.
It's only a matter of time before customers get wise to your
tactics and will abandon your business and take their friends
with them. That of course is the last thing we want to happen.
What I want to show you is how to capitalize on strengths
you may not know you have and how to present those strengths
to others so they can see your true expertise.
So what exactly is this "perception" thing? What
is it that makes a person a "recognized" expert in
any field? Is it something that anyone can do? Can I do it? My
answer is yes, you can.
What is an expert?
According to my Funk & Wagnall, an expert is defined as,
"One who has special skill or knowledge; a specialist. So,
by this definition would a CPA (Certified Public Accountant)
be an expert accountant? Do CPA's know more than regular accountants?
Some do and some probably don't. But, there is a perception that
because of the extra training a CPA does and the testing to receive
a CPA designation that that person might do a better job with
your expenses. Whether this is true in reality depends on the
CPA? If you passed all your history tests in high school can
you present yourself as a history expert? Of course not.
I feel the real definition of an expert is a person that I
feel confident discussing a subject with and will place great
weight on their advice. The real perception lies with the observer
not the expert. You are an expert if people say you are.
Let me give you a perfect example that I often suggest to
people.
Part 1. Send a letter to the editor of your local paper. Explain
to them the type of business you are in and what you do. Let
them know that if there are stories that pertain to this industry
that you would be happy to provide them with any information
about the industry they may need. They will file this information
because the one thing a reporter with a deadline doesn't want
to do is research. They want a qualified source of information
they can tap into and run with.
Having that letter of file, when a story comes up who do you
think they are going to call? That's right they should call you.
Why? Because you have "special knowledge" about that
industry. If you are quoted what are people who read the article
going to think about you? Right. The paper found an expert on
the subject and got their point of view.
Part 2 of the above example is even more exciting. Being in
the industry you are probably going to have advanced knowledge
of industry news before mainstream media will. Information usually
circulates within an industry before it finds its way outside
that industry. So you can be the one to "alert the media"
to a news worthy change in your industry. And you will more than
likely be quoted as the source of the information.
Knowledge
is power
I suggest you start by taking a good look at yourself and
honestly assessing your current level of expertise. Some things
to ask yourself-- Do you have enough expertise to teach a class
on your business or industry? When you talk to others in your
industry do you find yourself listening to them or do they listen
to you?
Remember, expertise is just another word for knowledge. How
do you acquire knowledge about your business or industry? Two
of the best ways are keeping contact with others in your business
by comparing and exchanging ideas, and reading about your industry.
If you spend just twenty minutes a day reading something about
your business or industry at the end of a year you'll know more
than 75% of the people in that industry.
Information creates innovation. The more you know the more
you can have an impact on your industry because you will be able
to see things that less knowledgeable people can't see. Albert
Einstein, arguably one of the smartest people who ever lived,
often said, "I never bother to remember anything I can look
up."
The point here is that you don't always have to retain the
information but you should know where to find it.
You know
how to do it and others don't
Everyone reading this article has achieved a certain station
in life. Some may be CEO's others are just starting out. Which
ever you are here is something to think about. If I took all
your possessions and money within five years you could have it
all back again. Why? Because you know how to get where you are
today. And you would probably get there faster because you now
have the knowledge. You don't have to relearn that.
Most business people, for some reason, don't appreciate all
the time and study it took to learn their craft. They don't feel
special for doing it. They sometimes assume that because they
did it anyone can. They feel uncomfortable charging a fair price
to customers for something that comes so easy to them. Experts
have special knowledge...knowledge others don't have and don't
want to learn. I could probably "learn" to concrete
my driveway but I don't want to do that. I'm going to call someone
who has the skills to do that job. Your (expert)ise is valuable.
You are probably already an expert and don't even realize it.
What don't
you know?
In the "knowledge is power" section above I spoke
about assessing your strengths. What about your weaknesses? As
your business experience increases there may be extra skills
that you'll want to add to your resume. For example, a competitor
may provide a new service or procedure you don't know. In order
to be competitive you are going to have to acquire that skill.
My father started a florist and nursery business back in the
1930's. Which is still operated today by my older brother. When
my father started the business he didn't know the first thing
about being a florist. What did he do to learn? He went to the
next town and started talking to florists. He asked to watch
them design floral arrangements. He asked them how they bought
flowers and who to contact. How did they charge for their services?
How did they advertise? In short he became a student of the industry.
He found successful people who were doing what he wanted to do.
He found experts. And became one himself.
The smart business person doesn't wait until they are forced
to do it. The smart business person is in a constant learning
mode. It's been over 30 years since I sat in a college classroom
but I still attend two or three seminars or classes on various
business topics each year. I will probably read 20 books on marketing
and advertising each year.
Evaluate the gaps in your expertise and start getting the
education to fill those gaps as soon as possible.
Show what
you know
Experts have a point of view and usually are prepared to back
up those points of view with facts and statistics of some kind.
Your "point of view" is composed of two parts. Part
1 is your view of the industry as a whole and point 2 is how
your business intertwines with that industry.
We are all people but we are all different because of our
individual personalities. Its the same with a business. The industry
is a constant but each business reflects the individual experiences
of the owner and employees.
A local woman here wanted to start her own beauty salon. Before
starting her business she took the time to visit each of her
soon to be competitors. She recorded the things she liked about
each one and the things she didn't like. When she finally opened
her own salon she incorporated all the positives she had found
and eliminated all the negatives and began a very successful
business.
She developed a "point of view" that she felt comfortable
working with and talking about to others. Her salon looked like
any other but the difference was her view of how to make hers'
special.
Document what makes you the expert
This is a very tricky area so you must be careful. Everything
that touches a customer must be carefully controlled. Brochures
and other handouts must show your expertise in a very specific
way. Let's examine the wrong way first.
"The blow your own horn" method is the most popular
incorrect method of showing yourself as an expert. The entire
brochure is I and me, with no mention of you or yours. Why should
a customer come to you? Because they are looking for some kind
of benefit that your product or service provides. What do they
find in your brochure? All about how wonderful and smart you
are and nothing that benefits them. Let's look at the right way
to do this.
The correct way is to tie your expertise to the benefits that
the customer is looking for. So you are the inventor of the new
improved widget. So what? That's great for you but what does
it mean to a customer?
Instead, you are the inventor of the widget that has saved
thousands of people time, money or made their life easier. You
know the product inside and out and can adapt it to their needs.
Your knowledge and expertise must be an added benefit to the
product or service. Not overshadow it.
There must always be a benefit linking your expertise and
the product or service to the needs of your customer.
Can you
position yourself as an expert?
If you aren't familiar with positioning (See:
How To Develop Your Position Strategy). If I were to
say "computers," who would you think of? Probably IBM.
If I were to mention your industry who would come to mind
in your town? You or your competitor? In positioning we see the
experts as the "perceived" best. The leaders. Are you
a leader in your industry? If not here are some thoughts to help
you become one.
Leaders are always well known. At one time there was no Microsoft,
Amazon or Ebay. Each of these companies created a positioning
strategy against their competitors to become number one in their
respective industries. Even though many copy cats have come along
these companies maintain the perception that they are the experts.
The companies above have one thing in common. They became
well known. Most by some form of advertising. In your small town
you can do the same thing by networking. Becoming involved in
your community and organizations that will put you in direct
contact with customers. You can make yourself well know in a
small community and never spend a dime on advertising. Learn
to meet people and turn them into customers. (See:
How To Make Friends And Turn Them Into Customers)
The last
word on being an expert
In a nutshell, expertise is knowledge and letting customers
know you have that knowledge. You have knowledge that others
don't have and are willing to pay for. Can you print your own
brochures? If not, you need a printer. Can you paint your own
car? If not, you need a body shop. And so on.
Don't sell yourself and your abilities short. It's not a stretch
to become an expert or to be perceived as one. It has to be someone,
why not you.
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group or organization provided it is not altered in any way and
the following is attached:
©1998 - 2004 Eagle Marketing PO Box 271 Bozeman, MT
59771-0271
http://www.smalltownmarketing.com - (406) 585-0219 - Toll FREE
(888) 550-6100
email: tommail@smalltownmarketing.com
Based in Bozeman, MT, Tom Egelhoff is the author of How To Market, Advertise & Promote Your
Business Or Service In A Small Town, and The
Small Town Advertising Handbook: How To Say More And Spend Less.
He is also a seminar and workshop presenter
and trainer. He may be reached at 888-550-6100 or PO Box
271 Bozeman, MT 59771-0271
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