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Authority and Doubts

by stanigator
6 replies
This is not restricted to offline marketing, although I've seen this to happen more often in offline setting than online. It has to do with dealing with doubts in your expertise and credentials.

How much in depth do you answer doubts in your expertise when you're in the position of authority to persuade prospects of your products and services?
#authority #doubts
  • Profile picture of the author Michael Bucker
    You gave the answer within your question.

    "Mr. or Mrs. Customer, How indepth do you need me to go for you to be comfortable about my field of expertise concerning your question. Would you like a snap shot, an over view or the full show? "

    Let them tell you which they need. The fact that you offer all three. the likely hood that they will then want the full show is not common. Time is important to most.
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  • Profile picture of the author RashmiP
    Authority is showing expertise in one subject with indepth analysis not only in offsite marketing, but also through onsite optimization. People can easily relate you with a brand and respect your feelings.
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    • Profile picture of the author Claude Whitacre
      The reason you are being asked about your expertise is that you are somehow planting that question in the mind of the prospect.

      It's been a couple of decades since someone asked me about my credentials, or training. Why would they? I talk like I know my field. I talk like an expert.

      How do experts talk?
      They ask questions. They make recommendations. They never beg. If the prospect says something incorrect, the expert corrects them (nicely, but clearly). Yes, the expert is clear in their language. They aren't wishy washy.

      If I were you, I'd read posts by a few of the top offline marketers here. You'll see a speech pattern that is different from most.

      compare, if someone says "I don't want to pay that much"

      Non expert; "Well, how much would you be willing to pay?"
      Expert; "I don't negotiate fees, and I don't recommend you only do part of this, because your results will suffer. Should we continue?"

      See? The first guy is begging for business. Now the prospect wants proof that this guy isn't a waste of time.
      The second guy? He's in charge. He's an expert.

      One of the most powerful things you can say to a prospect is "No".
      Why? Because the person in control is the one that says "No".

      Question "Do you guarantee I'll get sales with this?"

      Answer "No. I guarantee that I'll deliver what I promise. I guarantee more people will call you, but it's your responsibility to actually sell the people I get to call you. Agreed?"

      Would you ask that guy for his credentials? No.

      Of course, you have to deliver on everything you promise. Or the next meeting goes very differently.

      By the way, if you write a book (100 pages is enough) on your subject, and get it published for free on Createspace in Amazon.com... nobody will ever question you. Authors are experts.

      OK, I've helped enough. Good luck.
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  • Profile picture of the author successproducts
    I think I am an expert on a subject if I can explain it in my own words to someone else and they understand me.
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    • Profile picture of the author Matt121
      Originally Posted by successproducts View Post

      I think I am an expert on a subject if I can explain it in my own words to someone else and they understand me.
      Good answer. A person who is an expert on a particular subject can explain using his/her own words and doesn't need to sound like he/she is reading out of a textbook.
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