Don’t be confused.  The most effective move to get business preference and stronger relationships is to be the customers expert regarding a subject, discipline, product, or territory!  Experts generate ideas, create confidence, and build interdependence.  Read this, and make a decision on what will make you indispensable to your customer.  If you are not the customers expert…someone else is!

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In our continuing quest to gaining a business edge I want to discuss the advantages of being an expert. In this case we are talking about being either a product expert, or an industry expert, or both. This tactic can not be taken lightly. These can be a game changer!

These tactics for increasing customer and employer confidence are extremely effective. They can be used separately, or together, and either way are powerful. If used together they can reduce the effects caused by both preference andperception.  They don’t change or negate the prejudice that lies deep down in individual, nothing does. But combined, these two items create a “preference” of their own. The preference is real when you have something that others don’t have.

I’m going to touch on both of these for you.

The Power of the Product Expert

Your customers need a product expert. I’m not talking about just having product knowledge; I am speaking of you being a true product expert. The following scenarios note a true product expert.

What a product expert does:

• Is continuously sought out by customers and your own coworkers for advice, opinions, and interpretations
• Knows more than product features and benefits, he or she knows every nuance of the product’s attributes and functionality
• Is knowledgeable about competitor’s products and the competitive landscape
• Is prepared to admit competitor’s strengths and his/her product’s weaknesses when they are well defined
• Researches, researches, researches, then shares the knowledge with deserving parties, even if there is a little self-promotion in the process
• Gets designations, certifications, and degrees if necessary to show the expertise

Product experts are as important to the organization that they work for as they are to the customer.

The Power of the Industry Expert

Attaining status as an industry expert is an equally powerful position.  It involves not being just familiar with the industry (banking, insurance, automotive parts, hospital products, healthcare, telecommunication, etc.), it involves having a recognized ‘database’ of information, ideas, and suggestions built around your prospect, industry, and product.  How do you get there?  You get there by study, research, maintaining logs and notes, participating and hard work.

What an industry expert does:

• Studies the competitive landsccape and knows each competitor’s strengths and weaknesses
• Knows how your product helps the industry, including the niches which fare best with your product
• Knows the economics and financials of the industry
• Is up to date on the legislative environment and any developments
• Is sought out by others for their industry knowledge

A Word of Advice

The most important thing to realize is that most buyers in need of expertise don’t care what color you are if you can help him/her gain a competitive advantage when no one else can. He or she may or may not develop loyalty to you, but will do business with you.  Your job will be to cultivate that loyalty during the course of your relationship to win the buyer over.

You potentially can reduce the effects of two of the racial preference, gender preference, and even discrimination with these two essentials.  Being an expert does not alter racial preference, but can get you a sale. Experts get a line on new relationships with buyers and create a sound footing that can result in deep enduring relationships.

I am looking  forward to hearing your thoughts on this issue.