R U AN X-PERT?

From last year:


Your brain can read the headline with relative ease to say, "Are You An Expert?"

We need to be much clearer when we are presenting ourselves and our expertise:

Welcome to this week's business insight by Shep Hyken. This
week's insight is titled:

Be an Expert

Our customers must have 100% confidence that we know what we are
talking about. Expertise is credibility. Our goal should be to
have our clients asking us where they should go or who they
should see for the services that we don't even provide. This
only comes from being a credible expert in our business. Your
customers' trust is so high that they respect and act on your
opinions. The more you know about your business, industry and
customers, the more adept you will be at finding solutions to
their needs.

Let's use Eveready Battery as an example. You know who they are.
They have the Energizer Bunny that seems to never run out of
energy. Eveready Battery maintains a close relationship with
retail stores. The company positions itself as an expert in
battery point of purchase. They offer to arrange a store's
entire battery display and this includes the competitions'
displays. They provide market information on what is selling and
what is not. More important, they act as a source of information
on all aspects of the battery market. They are the "category
manager." Retailers go to Eveready with any questions about any
aspect of batteries and how to set up their stores – even when
the questions are about the competition. What a powerful
position to be in!

Copyright © 2004– Shep Hyken, Shepard Presentations

Shep Hyken, CSP is a professional speaker and author who works
with organizations who want to build loyal relationships with
their customers and employees. For more information on Shep's
speaking programs, books and tapes contact (314)692-2200 or
Shep@hyken.com. (www.hyken.com)

Shepard Presentations, LLC
711 Old Ballas Road, Suite 215
St. Louis, MO 63141

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