Selling to some is a dirty word, I don’t think it’s a dirty word, I think we all sell in some way or another, everyday. Got kids? then you’ve probably had to sell an idea to them to get them to do something somewhere along the line!
However, I do acknowledge that in this industry there are some that really have to sell and others who don’t at all.
What’s the difference?
Some Advisers have been able to change the buyer seller dynamics and it’s working brilliantly for them. How did they achieve this?
Through positioning. Positioning your business is a fundamental marketing strategy, even if you do nothing else (but please do) positioning is essential in order to attract & retain the right type of clients.
Just because your business has been around for a certain amount of time doesn’t mean you are an expert, it may suggest you are experienced but, it doesn’t help with your positioning. What does help, is by saying that you are specialists in XYZ, lending itself to the opportunity of calling yourselves experts. Clients are looking for experts, they value expertise and will pay for expertise.
How can you make sure you have the right position in this competitive ever growing market? there are many many ways but an effective one is to firstly stop trying to service every business in Australia, every retiree, professional etc and start by servicing specific groups. Become the go to person for a niche, write a book. yep, write a book – one of the quickest ways to position you as an expert – does your competitor have a book?
If you think writing a book isn’t for you then start creating relevant content that you can share and others can share on your behalf because clients are out there looking for your expertise, you just need to position yourself correctly.
Don’t forget if you live in Melbourne to come along to the last Adviser Networking event for 2013. We’ll be at Deadman Espresso 35 Market Street South Melbourne on Dec 4 from 8.30am – you’ll get to meet a few ‘experts’, other Advisers and even walk away with a tip or two – see you there!