How do your potential customers gauge expertise and credibility? If you don’t know, you need to find out.
Background Story
In 1995 I had the privilege to travel to the Czech Republic to work as a translator for a group of leaders who were directing numerous soldiers touring around the country. These soldiers acted as honor guards and musicians helping cities and towns celebrate the 50th anniversary of liberation from the Nazis at the end of WWII. It was a great experience from which I learned quite a bit.
On the day of the main celebration, I found myself in Plzeň (Pilsen) tagging along with the Colonel who commanded the overall effort. We watched a reenactment of the surrender of Nazi forces in the city and a parade in the Square of the Republic from the top of a hotel overlooking the area. Then-U.S. Ambassador to the U.N. (later Secretary of State) Madeleine Albright gave a speech where we had “backstage passes.” Later we took part in the unveiling of a new monument dedicate to the soldiers of the 2nd Infantry Division. It was quite an exhilarating day.
Right after the monument dedication, the Colonel and I were walking back towards the main square to view the display of historic WWII vehicles when an man hurried up to us and insisted we stop. He thrust a baby into my arms, pushed a young lady next to me and told us to smile and took a number of photographs.
Curious, I asked the man why he was photographing me with the baby and the young lady. He pulled out a very old sepia-toned photograph from his pocket and showed it to us. It was a picture of General George S. Patton with a very surprised look on his face holding a baby. The man explained that the picture depicted him, as a baby, being held by General Patton on the glorious day of liberation. The baby I was holding was his grandson, and he wanted a picture of his grandson taken on the day of celebration for the 50th anniversary with another American soldier.
After his explanation, I pointed to the Colonel and asked the man, “Wouldn’t you rather have your grandson photographed with the Colonel? He’s the commander of the American soldiers here in Pilsen today and is much more important that I am. Besides, I’m just a Sergeant.” “No,” he replied pointing to the ribbons on my uniform, “You have more awards than he does. Colonels are ["a dime a dozen" is a close English equivalent], you have obviously accomplished much, so you are more important.
How Did He Distinguish Importance?
To this man, my expertise or relative importance was reflected in the ribbons on my uniform not by the rank insignia I wore. In a similar fashion, potential customers look for signs of your competence and importance to distinguish you from your competitors. The key is to find out what they look for in order to best communicate this to them – and it might not be what you think it is.
How You Do It
Chris Brogan or Julien Smith would say you need to be a “Trust Agent.” Andy Beal would advise you to be “Radically Transparent.” Rob and Steve Snell would advise you to show your expertise in your chosen field in various online medium. The truth is contained in all their excellent collective advice.
Here are some ideas to get you going:
- Have you or has your business won any awards?
Why not create an awards page on your web site to display them to everyone? Show the ones which indicate you have expertise in your field. You don’t have to be ostentatious, just explain what they are. - Are you involved in your community?
If you aren’t, you should be. Talk about things your chamber of commerce or Rotary Club is doing. You don’t have to brag. Invite others to join in. - Do you have work you can show visually?
I’ve seen many successful construction and remodeling sites show before and after pictures of their work. This can be very effective. Blog posts and YouTube videos (ala Snell – check out link above) show how the work is done is a very persuasive tool. If you’re an attorney, it might not be a good idea to show mug shots of those who you successfully represented, though. - Do your customers talk about your good work?
Consider asking them if you can post their comments on your web page. Better yet, ask them to post positive reviews on consumer review sites (find out which ones are popular among your potential customer pool). See if they will be willing to appear in a video – that could be quite compelling if done right.
Each of these ideas is designed to get people to understand you are good at what you do and you are the person to help them get a job done. Don’t go over the top trying to sell yourself, let your expertise speak for itself. Remember, “it ain’t braggin’ if it’s true.”
It won’t work to do just one of these things, either. Different people judge you by different criteria. A blended approach will help you reach the largest audience of potential customers.
Do you have any methods you have used to show your expertise and skill? Please feel free to share them in the comments.
