Establishing Instant Expertise

I truly believe that we can never outrun or outlive the question, “What do you do?” We ask our children, “What do you want to do when you grow up?”  And even when we retire, people still ask, “What did you do?”

Establishing Expert or a connection with Celebrity Status will accelerate the rate at which people will choose you over the competition, or pay more for your services. 

I'm going to use the term “celebrity” to mean anyone whose name can positively influence how your customers or prospects feel.  They don’t have to be actors or actresses…they are the “someones” or the “somethings” your customers or prospects can identify with as being successful or prosperous.

Example:  If I meet someone in technology, I will mention that I once worked with Richard Brodie, the original author Microsoft Word.  They don’t have to know the name Richard Brodie, but they should recognize Microsoft or Word.  If not, I add, “He was Bill Gate’s first technical assistant.”  Now I’ve added Bill Gates.

Note:  I don’t want people to get off track and start talking about the celebrity… but I do want to grab their attention and convince them that I have experience working with, or on behalf of, someone that is successful.

As Shawn Sandy of The Selling Agency reminds us, we have less than 9 seconds to capture someone’s attention (not to give our entire talk track.)   

Your sales message needs to be able catch someone's attention, convince them that you work with people like them, and that no one else can do it like you.  

People like to buy, but nobody likes to be sold.  Most often, people buy from people they like, who are like them, or who are like who they want to become.

Best places to Network

Sometimes I really hate organized networking events. For some reason, they make me nervous. I think its because at these types of events everyone is trying so hard to network.  You're either networking or being "networked." For me, the most successful networking opportunities are spontaneous conversations that sprout out of nowhere.  In line the grocery store. Sitting next to someone one an airplane.  An e-mail from someone who saw your post in an on-line forum.

Too often people think that networking is collecting a lot of business cards at the Friday night Chamber of Commerce Wine & Cheese Party. Yes, business cards are handy (they have all sorts of good info like Name, phone #, and e-mail address.) But more important than collecting business cards/contact information is creating new relationships. Real relationships...not relationships based on a hidden agenda.  (Can't you tell when someone strikes up a conversation to sell you something, not because they really care about getting to know you?)

If you want to build your business through networking...keep collecting business cards, but remember that it's more important to build relationships. Practice really getting to know people. Genuinely care about them and what they do. If they are passionate about their work, chances are they are good at it too.

People like doing business with people they like. And people like people who are like them. Leveraged networking is about tapping into the people that people know, and nobody is going to want to share their valuable contacts with you unless they "know you." Trust is the key to meaningful relationships and only time will truly expose people for their true intentions. 

One of the best tag lines I ever saw was for a woman's conference I attended back in the mid 90's.  It was titled, "Uncommon Women on Common Ground."  It was an event put on by Women, Inc. (a former non-profit organization for entrepreneurial women.)  I was sitting in the hotel lobby and started chatting with the lady next to me.  I had no idea who she was.  It didn't matter.  I was excited and my ride was late.  I just started talking. I told her I loved the conference and I was so glad that someone had put together such a great event for new entrepreneurs.  To make a long story short, she was one of the co-founders of Women Inc. She asked me to stay in touch. I sent her a thank you letter when I got home.  She invited me to speak at their next event and I later became their National Spokeswoman.

This taught me that networking takes place any time. Any where. Start today. Be yourself.  Make some friends.  Have some fun. And watch your business grow!