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Are You An EXPERT?

So many of us struggle to keep the phone ringing and the money coming in. We network, network, network. We give out our business cards, our brochures and we mail out postcards and flyers and we even (gasp!) resort to cold calling when we must.

Let’s face it; there an abundance of us competing for the same clients. We self-employed pay a cost for our freedom of “being our own boss” which can be inconsistent workflow, unpredictable cash flow and long and stressful work hours.

For others it's a different story. Clients stand in line, wait days-weeks-or even months or longer, to do business with these “lucky” professionals. Not only are their clients willing to wait and do business on their terms, clients are also willing to pay top dollar fees.

So, what’s the DEAL?
Why would one professional be busy and in high demand, receive top dollar for their services while others struggle month after month? Because professional #1 is recognized by the marketplace as an expert in their field; the others are not.

Try this exercise –Who do you think of – the first name that pops into your head when I ask you to name a….

Home Improvement Expert

Bob Villa ? Funny, he’s been off the TV for years and years – yet he’s the name most people still mention.

How about a ….

Sex Expert

Dr. Ruth, right?

And why do we think of these people? Because you’ve seen or heard them in public, on TV on the radio talking about their subject; you’ve read articles they’ve written, you’ve heard stories and read articles about them that other, 3rd parties have written … You recognize them as an expert in their field.

Expert is defined as “Someone with a high degree of skill or knowledge of a certain subject.” The definition is not someone that knows more than anyone else, ever-ever-ever, of a certain subject.

Are you someone who has a high degree of skill or knowledge about your my field or some specific area of your field? If you answer “No.” you will want to look into getting some more education and/or training. If you answered, “Yes.” then you’re an expert. You just need to be recognized as such.

It is important to recognize the fact that the world of business is “expert-driven”. It takes discipline and dedication to make the investment in your success. It takes perseverance to maintain a focus on your ultimate goal and not be sidetracked by short term obstacles or impatience.

So how does one become recognized as an expert?
1. The old fashioned way – over a long period of time. A bevy of happy clients who talk to their friends and family and spread the word you can grow your reputation organically. It will take a good deal of time but if you’re consistent with good service and have happy clients, this will help establish your reputation as an expert.

OR

2. You can document and implement a multi-level plan of self promotion, your objective being raising your target market’s awareness of your expertise, as opposed to directly promoting the actual service you provide. It’s a subtle difference but significant. This is especially productive for a profession that would prefer or legally cannot directly advertise, such as doctors and lawyers.

There are a number of promotional activities to focus on and, depending on your area of expertise, your target market, your personal preferences, etc. you’ll include a number of different activities in your plan. Next week I’ll go into a little detail on 4 of the basics that should be in everyone’s promotion plan.

If you would like an advance copy just send me an email. I’m putting the finishing touches on it and soon it will be on my website.

Happy Promoting! And remember …Be BOLD. It’s about success and making it happen – and it all starts with a Bold Vision.

On June 29 (DATE FIRM) Bold Vision Consulting will begin offering the 1st of a 2-Series program “Promotion Action Plan - Attract More Clients than You Can Handle With Less Effort by Becoming Recognized as an Expert in Your Field” exclusively for Professionals whose business is their expertise. Independent Service Professionals interested in more information please email info@boldvisionconsulting.com.

Bold Vision Business Intensive program will be launched in July or August. The Business Intensive program is a series of 8 90-minute classes. Two programs will be launched; one that will meet in person (South Portland, ME) and one that meets via teleconference. For more information send an email to info@boldvisionconsulting.com.

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