Are you the Expert?
Lowering or removing the risk to a customer or prospect of doing ‘business with you’ is key to winning more business. Before using you they are concerned to know if you are going to ‘add to their problems’ or if you are going to ‘take them away’!
To most prospects, generalists are useful to know, but experts are invaluable. An expert ‘will really understand my problem and know how to solve it’. Experts inspire confidence and lower the perceived risk.
Experts write books, publish articles, present at seminars, network extensively and leverage client testimonials, case studies and PR opportunities to establish and reinforce their position in the market.
However, when in front of customers and prospects, experts demonstrate their expertise by the questions they ask and by listening – seeking simply to ‘understand before being understood’.
REMEMBER – Know your Value.
Be the Expert!
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