Why Having a Degree Doesn't Make You an Expert
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Why Having a Degree Doesn't Make You 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.
Why Having a Degree Doesnt Make You an Expert - To learn more about this author, visit Stuart Ayling's Website.
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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.
Why Having a Degree Doesnt Make You an Expert - To learn more about this author, visit Stuart Ayling's Website.
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David BarrDavid Barr is the President of Venture Opportunities, Inc. David has been a professional business broker/intermediary since 1980 focusing on General Business Brokerage and Mergers and Acquisitions representing client transaction value from $400,000 to $20,000,000. Mr. Barr has handled the sale of over four hundred and fifty companies. David earned a university degree from the State University of New York majoring in economics and business. David holds the Mergers and Acquisition Master Intermediary and the Certified Business Intermediary designations from the International Business Brokers Association. He is also a Senior Business Analyst and a Texas licensed Real Estate Agent. For more information about David and Venture Opportunities, visit www.bizdealmaker.com. - Visit David Barr's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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As an independent film producer, his upstart film fund Aliquot Films is currently producing a films with Spike Lee and Abel Fererra (starring Ethan Hawke and Dennis Hopper.)
Jay's entrepreneurial spirit is irrepressible. He’s the owner of five companies, a professional speaker and trainer, international real estate developer/investor, extreme sport enthusiast and emerging philanthropist. Jay resides in NYC with his wife Jamie, son Milo and dog Cooper. Visit Jay's official website: www.JayKubassek.com - Visit Jay Kubassek's Website |
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