Why do you need to be considered as the leading expert in the field you are in? It does not matter if you are a landscape gardener, or a ski instructor, or hiking guide. If people feel you are a leading expert, then you will have no problem getting customers.
Pricing is down to the value you get. If you can convince your customers that you are a leading expert, then you will get more money in the long run. Your customers will pay you more.
You can think of it like this — if you are wanting to build a garden and you consult two different landscapers and ask them which plants you should choose. Are you going to choose the one who says “I don’t know” or will you choose the one that tells you the types of plants and the soil you need for that particular area?
Yeah — you will choose the leading expert.
So how do you become the leading expert in your field?
It is a lot easier than you think. People are going to form an opinion about everything. They will form that right from the first impression and will be very hard to change later on, so you need to show them how you want them to think of you right from the get go.
First of all, you need to be confident. Now, if you just opened your landscape business and have only been doing this two weeks, then you are not an expert but you will get there.
However, if you have been at this for 3 or 4 years, you are an expert. Now, you might say that your competitor down the street is better than you, but we are talking in comparison to your customers.
Your customer wants to hire an expert so they are talking about you.
Let’s talk in basketball terms.
You have LeBron James and Steph Curry. They are the leading experts in the basketball world. But — the other players on their team are pretty darn good too.
The players in the lower quadrant are amazing too – compared to us who are watching. In fact, they are all leading experts when it comes to us.
They are pros. Here’s the thing. You must give people their opinion of you. Now, this is my Jon Butt #1 selling technique. It is my line and something I am always telling everyone.
Now, don’t go and lie. I am not encouraging you to lie. But if you have been doing your job for a while, then you are a leading expert.
Think of cars — why do people choose Mercedez over Ford, Chevy or the rest? Because Mercedez is a leading expert in the car industry.
Make your customers think what you want them to think. Make them look at you as the leading expert.
Monday Book Recommendation
Today is Monday and that means it is time for a book for the week. Today is a book by Dave Kerpen, Likeable Social Media.
Any book by Dave is great. He is a leading expert in social media and a Linkedin Influencer. He’s a great guy who knows his stuff.
This book will help you learn how to use social media for your business. Check it out and then come back tomorrow for more tips and tricks.