Marketing Moment Mondays: Positioning Yourself In The Market As An Expert
Updated: Jan 17, 2022
Wilson Cole, President of Adams, Evens, & Ross (AER) Ally Cole, brand manager for ELOC Global, sit down to talk about positioning yourself in your industry/market as an expert.
Wilson explains how he learned years ago the importance of positioning yourself as an expert in your industry, so he has been doing the same thing for himself and AER for years.
According to Ally, one of the best things about being an expert in your industry/market is that it increases the odds potential clients will come to you instead of you having to go to them. There is an important difference in the dynamic because when it comes time for the sale, people feel like you’re offering them something, which increases the odds of a sale more than if you have to go to the client and people feel as if you’re asking them to buy something.
Being known as an expert or advice-giver greatly changes the platonic, stale dynamics of a salesman-customer relationship and greatly improves your chances of success.
Here is how Ally says people can begin right now to position themselves as experts:
1) think about the problems your ideal client would have and how you can talk about solving those problems,
2) create content/media as a result of having those talks,
3) get that content in front of media your ideal candidate would consume. She also talks about how going that extra mile and providing great customer service can make clients feel almost as if they owe you so they will want to do business with you (reciprocity).
Doing this also helps break you of that stale salesman-customer relationship and reduces the odds of another person/company stealing your client. If you have any follow up questions about positioning yourself as an expert and marketing tools available to help you do that, you can email Ally at firstname.lastname@example.org.