You spend years training, getting the expertise and skills to be the best you can be in your chosen profession…
You work so hard to get the best results and have a work ethic that is outstanding. It frustrates you to find that others with lesser qualifications and technical expertise are getting more work and you are left thinking how did that happen? You go the extra mile on every task job you complete, your clients LOVE you but it’s not enough.
So why aren’t you getting ahead?
It’s easy to think that we must work even harder, enrol in courses to be even smarter, continually question and refine offerings, but implementing these strategies doesn’t show an appreciable difference in income as well.
The difference is positioning – the competitor has been smarter. They have diversified, they are not just offering professional services or products, they are resourceful on how and where they spend their time – they are speaking, networking perhaps running seminars, webinars and workshops and meeting many prospects for coffee. They have the right support team around them helping do the tasks they don’t like doing.
If questioned, they know that professionally they may not be the best but they have done enough to understand their prospects problems and convince them to become a client. Clients expect you to be the expert, this does not mean however you have to have a PhD in your area of expertise as you will always know more than they do because it’s your field.
The problem for those of us who are perfectionists and want to deliver the best experience every time – we actually get lost in the delivery often over thinking, and consumed with “doing it right” or not at all.
There is a balance and the challenge is getting it right.
With limited profile and lots of expertise you are technically competent. With high profile and adequate expertise you are perceived to be the expert.
Look at Top Gear and Jeremy Clarkson. Does Jeremy really have huge amounts of technical knowledge about cars? He doesn’t, but he is or was positioned as the expert. Car manufacturers around the world were desperate to get their cars on Top Gear review, good or bad. Top Gear had a profile, Jeremy Clarkson had positioning and yet it started off as a boring programme about the technical aspects of cars before the Clarkson trio showed up.
So how do you focus more on positioning and less on expertise?
1. Get out of the way. There is no need to hide behind technical skill, its about YOU and what you believe in. Look what blocks are in the way or stopping you from doing this.
2. Own your story. The story behind you is what people want – they expect you have expertise and they want YOU to own it. Be strong in your conviction and self belief. When you believe it, they will.
3. Develop your profile. Who are your ideal clients, what problems are you solving for them and how is this different from everyone else?
So which camp are you in? Love to hear your thoughts on positioning trumps expertise.
Until next week,