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A Degree Doesn't Make
You an Expert.
By Stuart Ayling
Many of you reading this article may be from a profession - such as a lawyer, engineer, scientist, health professional, marketer, human resource professional etc. Have you done extra study, or worked within a specific field long enough to
qualify as an 'expert'?
Well, read this article, as you may not be as qualified as you think.
Wrong assumptions.
Many people who hold qualifications automatically think they are capable of dealing with their clients and attracting new business. But this is not always true. In fact in some industry sectors it is nearly always a wrong assumption.
Even in marketing it happens. I've known many people who have studied marketing and hold a Marketing Degree. But does that make them an expert marketer? ... No.
In some cases the person with the Degree doesn't have much relevant experience - and little real-world understanding - of how to use the knowledge they have acquired through studying.
You see, to be seen as an expert by your clients (and within your own organisation if you are an employee) you really need to develop the skills and techniques to demonstrate your knowledge, resources, expertise, and insights.
Being a hidden talent will not win you many new clients.
The focus is not always on you.
As a service business or professional practice you need to demonstrate your expertise and knowledge through your marketing activities. Your marketing tactics should be developed with a focus on educating your clients about their situation and how you can help them.
So before you go off sprouting about how great you are, take time to fully understand your clients situation. This is especially the case for first interviews with clients, or when meeting people through networking or referrals. Your first step should be to focus on your potential client, and try to identify what they really need.
The best experts apply their knowledge and skills to a clearly defined problem (or challenge). Then it is clear to everyone how talented he or she really is, as everyone can see the problem is a difficult one.
The same applies to your dealings with clients. For them to perceive you as an expert (and therefore someone they would want to engage) they must be able to understand that you do have the skills to help them. You need to help them to trust you.
Having the skills is not enough.
This is where marketing kicks in. Marketing helps you display your ability to assist clients to achieve their objectives. That is, your marketing will help people to perceive you to be an expert in your field. Just having the skills is no longer enough.
Just ask all the lawyers, doctors and other traditional professions where you didn't need to (and sometimes were not legally allowed to) promote your services. Their markets are now more demanding.
Simply waiting for referrals can send you broke. These days you need to be proactively marketing, with the objective of being perceived as a specialist, expert, or reliable provider.
That is why having a Degree doesn't automatically make you an expert.
Because being an expert is in the eyes of your client - and they wont always care whether you are "qualified" or not. You have to prove your value to them.
For information on developing suitable marketing tactics for service businesses, see the articles in the
Marketing Nous library.
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