What does it mean to be an expert in your industry?
It means you are the one everyone goes to for answers on your particular product or service.
The big question is: How do I become the expert?
Simple answer: Prove you are an expert by providing detailed information about your product, the history of the product, why it was created, how it can help the consumer and associate your product with other well known products in your industry so the consumer is completely clear about your product, how it works, and what product they currently have that could be upgraded or replaced with your product. Being genuine about your product and your expertise in the field is a must.
An example of associating yourself with another company, product, or industry event to show you are an expert is QVC. Last night I was watching “Fashion’s Night Out” on QVC. The show coincides with the famous New York Fashion Week. QVC created a fashion set for the event, complete with designers, models, celebrity fashionistas, and an audience who are shown as fashion goers effortlessly strolling through the hottest new fashions – created to look like the runway fashion shows in New York.
By filming the show in New York, during fashion week, with the latest fashions and designers – QVC is stating “we have great fashions, we belong here with the other designers, we are experts in fashion.
Let me state here that as long as you are genuine and have a good product people will continue to come to you for answers or to purchase your product. Lie to them or sell an inferior product and you will lose customers quickly.
If QVC lied about the quality of their fashions or priced their products to high, or were not genuine in the delivery of information about their products, no one would buy, fashion show or not.
The fact is, QVC continues to provide the latest fashions, of a high quality, at a great price, in a genuine manner you trust – proving to the viewer they are an expert in the fashion industry.
Associating yourself or product with another product, industry event, or a well-known person in your industry is a great tool to becoming an expert in your field, but REMEMBER, being genuine is a must to proving you are an expert in your industry because you can’t sell levi’s at Prada. Your product and message must match the market.