How to Be Seen As THE Expert In Your Field And Use This Positioning to Attract “A” Class Clients
Positioning your business, or positioning you personally as an industry expert means that people instantly see you as the authority on a certain topic. This coveted position enables you to charge a lot more for your services because people know that the advice they receive is going to be outstanding. Better still, as your expert status grows, you’ll find that you start attracting a higher calibre of clients to your business.
Which means that you’ll be earning more while working with your favourite type of clients – a dream come true, right?
What’s more, as soon as you’re seen to be the industry expert on a topic, you’ll generate more referrals. You’ll also find yourself being called by journos wanting to quote you in their publications (this then further builds your expert status in the marketplace even further).
Here are a few tips on how:
1. Write a Book
The instant that your name appears as an author of a book (whether you self-publish or get published) you are seen as an authority on a topic. The book needs to be very interesting to read in the eyes of your target market. It doesn’t need to be a mainstream best seller – that’s not the point of it. The point is to position you as an expert in the eyes of the types of people who buy from you – that’s it.
2. Use a checklist as a prospecting tool
Use it as part of a direct mail piece, as an accompaniment. This checklist gives people questions to consider – questions that nobody else thinks about – questions that people perceive can be answered by you. And because nobody in the industry addresses these questions, your perceived expertise goes to a higher level. You are perceived to be a problem solver by diagnosing their problem and identifying a cure.
3. Run seminars and workshops or speak at other events
Being an author turns you into an expert and so does being a speaker. The moment you get on that stage you are elevated to “guru” status. Or – you might decide to go on the speaking circuit and list yourself with a speaker’s bureau and speak at corporate conferences. Doing that increases your profile and is a great lead generator as well.
4. Testimonials
Featuring testimonials from clients and from high profile peers is a great way of positioning you as a business development expert. Use testimonials prominently in all your marketing material – the more the better.
5. Send media releases out
Whenever something newsworthy happens either in your industry or for your business, send out a media release to media outlets. The more media coverage you get the more you are perceived as an expert by the public and by the media AND the more new clients you’ll attract.
6. Publish white papers and promote them in print ads
As mentioned earlier, a great way to be positioned as an authority on business development is to publish tips and findings. You can do that by writing a book or by publishing a ‘White Paper’ or ‘ebook’ on how to grow a small business.
7. Establish a Knowledge Base and Strategy Guides
Again, “Knowledge is King”. The more information you provide clients with, the more knowledgeable you are perceived to be, which means the more business you’ll attract AND the better the results you’ll generate for your clients (obviously).
8. Run tele-seminars, record them and sell the products
Tele-seminars are an easy way to build your expertise and sell your services. There’s a lot less preparation time and cost than there is for live seminars. What’s more, you can run one at a moment’s notice. And – you can record them and then develop the recording into a product for resale at a later date.
9. Write a column for a business or industry publication
Being a regular columnist for a small magazine is another great way of being seen as an expert in a certain field. To start with though, approach the editors of the publication with an idea for a one-off article. Over time, develop a relationship with the editor and once they’re comfortable with your level of expertise and the value that you deliver in your articles, approach them with an idea for a column.
10. Conduct industry surveys and publish white papers
A great way to be positioned as an authority in your industry is to conduct a survey of either people in your industry or clients of your industry. Once you have gathered all the research publish a white paper containing your findings. Then – submit press releases announcing this survey, to relevant magazines and media outlets.