Why you need to position yourself as an expert

By March 13, 2017 Speaking

There are a number of benefits you will see from positioning yourself as an expert in your industry, and in this article we are going to explore the reasons WHY you need to position yourself as an expert and why you should be doing it NOW.

The reasons why you need to be positioned as an expert in your industry include:

– It drives customers to you rather than you having to chase them
– Price is less of an issue to customer when you are the expert
– People only want to work with you
– You can set the scene how they do business with you
– Other doors open when you are seen as the expert

Customers are driven to working with you

When you are positioned as an expert in your industry, people are driven to working with you. This is known as creating a pull factor, as opposed to having to push yourself onto new customers i.e. through email marketing, social media and cold calling.

A good example of this is if you wanted to do a cookery course and it was a Jamie Oliver cookery course you would be more inclined to go to him. He doesn’t have to ring you up and ask if you would want to go on his course. Instead you will proactively seek him.

Have a think about your own business, how much easier would it be if customers were coming to you rather than you having to find them? In later articles, we will be looking at how you can go about positioning yourself.

Price becomes less of an issue for your customers

When you are positioned as an expert in your industry, people are less likely to be put off by your high prices and won’t expect you to drop your prices. If for example I was to launch the Tom Bailey Cookery Course and launched it at a price of £50, customers would be unsure if this was good value for money or not and may be put off / ask for  a discount.

If on the other hand Jamie Oliver marketed his cookery course and gave people the opportunity to go and spend a whole day learning from him, customers would appreciate that this is worth £3,500 and are more likely to find the money to go and spend a day with an expert. Yes it is expensive, but you know you will be spending your time with an expert and therefore it will drive customers to you.

This helps you especially when you are in a highly crowded marketplace, it is the experts that get to charge the right amount of money.

People only want to work with you

To give an example from another industry, it was only the other day I watched a documentary on wealth on Channel 4 and it showed a plastic surgeon who is at the top of his game. He is the most expensive plastic surgeon and his price is his price. If you can’t afford him, there is no deal.

He does talks all over the world, appears on chat shows, has weekly videos on his social media channels, runs private workshops and has written books – all of which has positioned him as the go to expert in his industry.

In reality he has had the same training and has the expertise as a lot of other surgeons in his industry but because of his positioning he can charge double what his competitors charge for the same services and people will find the money and fly from all over the world to work with him as this is how he has positioned himself.

He is the one known as the international expert in his industry and people will do absolutely anything they need to for the chance to see him.

You can set the scene how business is done

Being positioned as an expert in your industry means that you set the scene for your business to be done. Going back to the example of the plastic surgeon, he will determine when you see him, at what time and under what conditions. He has a year long waiting list if you want to see him but people are willing to wait and will still pay double the price because he is positioned in such a way.

It brings other opportunities

As well as being able to set your price, having customers coming to you and being able to set the scene for how business is done, positioning yourself as an expert also opens the door to lots of other opportunities in your industry. When you are known as expert people will be constantly offering you joint venture opportunities, will want to work with you and will want to use your positioning to help theirs.

They will want you to endorse them because of your positioning and will even be willing to pay you money just to have you attend one of their events.

This is the power of positioning yourself as an expert and why you need to start doing this now.

 

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