Guest Article by Tom Erb
Quick question: If you needed surgery, would you rather have a world-class specialist, or a generalist who barely passed medical school? I’m guessing you would choose the specialist.
This standard is not just held for life or death situations. It applies just as much to any product or service. Buyers want to work with experts. Convince your prospects that you are an expert and you will naturally create more demand and close more deals.
I know, you’re thinking, “But Tom, I’m not an expert!”
Let me ask you this: Do you feel that you have more experience finding, attracting, and selecting talent than your prospect does? I would guess that your answer to that question is an emphatic yes.
Next question. Do you feel that you are more qualified than most of your competitors? Do you feel you do a better job than others in your industry? I’m guessing that the answer is again – yes.
If you answered yes to both of the above questions, you’ve essentially defined what expertise is, and confirmed that you met those parameters. So NOW do you believe that you are an expert?
Why wouldn’t you consider yourself an expert? The reality is that you have likely developed a higher level of expertise than you give yourself credit for.
Here are 7 ways to reinforce your expertise:
- Create a strong, modern website and keep it up to date. Present a clear message on your website of what makes you an expert (your differentiators and credentials) and what value that provides for your clients (your value proposition).
- Ensure your LinkedIn profile contains a professional headshot and eye-catching summary. Include certifications and awards, organizations and recommendations. Join and participate in relevant groups. Share regular updates. Your profile should read like a marketing piece, not a resume.
- Keep your LinkedIn company page updated and professional. Link all employee profiles to it and ensure you have someone on staff who can keep your page active.
- Write blogs. Don’t like writing? Then find someone in your organization who does, or outsource blogging to a marketing firm. Having an active blog will show readers you’re knowledgeable in your field.
- Get interviewed. Reach out to your local media outlets to let them know that you are available if they need industry experts to interview on talent acquisition and management.
- Talk to groups about topics you know about, such as effective interviewing, sourcing, employee retention, etc. Get involved, and let your voice be heard.
- Get out and meet the people you are selling to. Join organizations, volunteer – and show people firsthand your work ethic and expertise.
Being an expert is great, but it doesn’t lead to anything if you don’t demonstrate your expertise to your prospects. By continuously reinforcing your expertise and create demand for your service. Prospects will be more likely to want to work with you, ultimately resulting in more sales.
About the Author:
Tom Erb is the President of Tallann Resources, LLC. He is the immediate past president of the Ohio Staffing and Search Association and past president of the Human Resources Association of Central Ohio, and currently serves on the board for the National Association of Personnel Services (NAPS). He is a Certified Staffing Professional (CSP) and Senior Professional of Human Resources (SPHR).
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