You are the Expert

It has been a day of talking about positioning, that is creating a place in the world where you are perceived as the expert. It is such a fantastic concept because when you are seen as the expert people will come to you for your service rather than you having to chase them. It also takes you out of the price conversation at the bottom of the market.

I recently started following Scott Stratten on Twitter he is the President of Un-marketing  a great name, on the site he explains the principle of not marketing by becoming the authority. He also uses the power of viral marketing to develop and build the authority, the more people that become aware that stronger the authority. 

The secret of authority is not new concept and was really identified by Dr Robert Cialdini in his book the Influence: The Psychology of Persuasion. He outlined 6 step that can be used in the sales process. The authority expert is the key once you are established in the prospects mind as an expert they will listen and take notice and buy from you.

DR Cialdini spent 3 years researching in sales and telesales companies and came up with this list   Authority expert, Liking , Commitment and consistency, Reciprocation, social proof, and scarcity.

These are powerful tool of persuasion and need to be used with care sadly they are abused by some sale organisations. 

You can find more information about Robert Cialdini here or buy the book it is worth the time

I will pick up on his work in another post today I want to stick with  Authority. This card is played out for us everyday when advertisers use celebrities to endorse products. It feels a bit shallow and just because the celeb knows how to cook the assumption is made that the product is good. It is all based on the perceived authority. 

For my clients I prefer to look for genuine authority. If you have been in an industry for 20 year, that is real knowledge and with it come the badge of expertise . I encourage you to find a place where you can establish your credibility and become that expert. 

Now here is where it gets interesting very few experts are crowned by others most are born by proclamation. Tell the world that you are the expert and few people will have the Bxxxs to knock you off the pedestal. Most will just accept you at face value. If you believe it thy will.

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