The Importance of Being Expert
by Shannon F. “I know. In fact, I am never wrong.” –Oscar Wilde We like to remind our clients that potential customers are always most in need of a product or service when their company is in a state of flux. During a trigger event, like an office move, a merger, or even downsizing, companies reevaluate their needs and often come up wanting. This means that vendors providing B2B products or services have an opportunity to fill these unmet needs. But how will you connect with companies in a state of flux? One way is to market yourself as an expert. Companies that are changing, evolving, or relocating their facilities almost always seek information before making major decisions. They need answers, and they often welcome a consultant. That’s you. You’re probably already an expert in your field (in case you doubted yourself). You have years or even decades of experience in telecom, equipment leasing, IT, office furniture sales, or whatever it is you do. You’ve seen what works and what doesn’t, and you’ve probably been able to help your clients avoid common mistakes. So how do you convey your expertise to potential customers? Here are a few strategies we recommend to our own clients: 1. Offer a free evaluation. Say you work in Managed IT Services. If you offer to take a look at a prospect’s current system and give them a risk assessment or tips for a safer IT relocation, they’ll probably welcome your input. It never hurts to […]