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Not being the expert
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Not behaving like the expert can take many forms. One of them: trying to avoid pushback, arguments, or resistance in your relationship with clients. It can hurt you more than help. You can be in the order-taking business, if you prefer. And that's fine. The impact that comes from it, though, will be smaller. You can be in the service business, where your impact will be higher. Or you can be in the transformation business, and help them achieve the potential your customers have. How you want to be the expert —or not— is up to you. |
Rod Aparicio
Get one tip, question, or belief-challenge that just might change the way you market, to help your customers buy. A *daily* email for b2b founders on improving your business —without the bullshit.
Your customer knows what they want. And the don't know what they want. Both at the same time. Knowing what they want is about the desired outcome they're after. In that, they're always, absolutely right. Knowing exactly what the thing to get there... they're mostly wrong. And that's where you come in. It's your job to move the conversation from their self-prescription to what they desire, and from there, figure out a way to help them get there. That's your expertise.
"The customer decides when and where to spend their money. They have the power." What do you think of it? Is it true? Approaching your market like this means that you have little to no power in the relationship with your prospects, customers, competitors. It means that they are above, and they need to be accommodated. That they say, and we do as said. That what they say is rule. That we don't challenge. That we don't speak our minds out. That we don't know better. That we're not experts. And...
What you believe you pass it on to your prospects, customers and market. If you believe you have too expensive products or services, your customers will believe so too. If you believe your quality is not the best, they will, too. If you believe that you don't have power with your prospects, they will, too. If you believe you can only get business based on the lowest possible price, they will, too. Here's the thing: your beliefs are valid. Are they true?