Infocusselling’s Blog

January 5, 2009

Superheroes and Perceived Expertise

Recently we talked about superheroes having arch enemies that consume the majority of their time and attention. Who is your arch enemy? What is in the way or between you and wild financial success?

When you identify one major roadblock or one major enemy between you and unbridled financial success, you can focus all of your attention on that roadblock or enemy.  It sounds simple and it really is. Success is not about being the smartest person in the world. Success is about being known as the most effective person at solving one specific need or problem better than anyone else. In fact, Jerry Garcia said it well. “It is not enough to be the best at what you do, you must be perceived as the only one who does what you do.”

Thirty-six years ago my mom met Dr. King. Dr. King was known as the best nephrologist in Indianapolis. Dr. Leroy King I am sure he knew a few things about arthritis and cancer and viruses, but his specialty—what he was known for—was nephrology. His expertise is what drew my mom to him. She didn’t care that he understood migraines or high blood pressure or hang nails. She went to him because he was the expert in nephrology. Nothing else mattered—she knew his focus and was willing to pay the price for that focused expertise because of her need.

Do you have people flocking to your business because of your narrow area of perceived expertise? Do people seek you out because you can solve their problem better than anyone else? Have you spent the time and energy in one area to become known as the expert in solving one burning issue or one need or one problem better than anyone else? Can you solve one problem better than anyone else? If not, then that might be part of your problem. Would you hire #2 if you could work with #1? But more important than reality, is perception. If you are perceived as #1, that perception becomes reality for your prospects.

At this time of year, the most important part of strategic planning is to know where you will sell next year, and to focus all of your attention on being become known as the expert in that field. The smaller the field, the better and more profitable, as the most profitable specialists are always those with the narrowest field and the highest level of perceived expertise in that narrow field of need. There is too much to know in the world today to be a world class expert in a wide range of fields. My mom never asked Dr. King about cost or about how to solve other medical issues.  She sought out and paid Dr. King bills because he was the expert in nephrology and she had a very specific need for that very specific expertise.

Put in your plan now how to become perceived as a world class expert in a narrow field—and you will make world class income from a shorter list of prospects and clients who are suffering from on the one problem you are perceived to be best person solve.

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