How To Demonstrate Your Expertise To Your Customer Or Prospect


Marketing consultant

How to Demonstrate your expertise

At the gym this morning, I was listening to Framing from Alan Weiss’s: One Day MBA.

In it, he introduced revolutionary ideas for problem solving and demonstration of expertise.

In his discussions, he spoke about a strategy for rapping your customers or prospects problem in manageable chunks.

I thought it was a brilliant strategy for problem solving or demonstrating your expertise which is why I have decided to share the key points with you.

By the way, this was not the first time I have heard about framing or creation of framework.

I first came across the concept in Brendon Burchard’s Expert Academy and Eben Pagan’s Learning Technology.

Since I learnt the concept from those guys, I have used it in most of my writings, trainings and products.

However, this was the very first time I have seen the concept of framing applied to every facet of a business operations, including conflict resolution, workflow management, consulting and just about every business or human interaction.

The basic premise is the ability to narrow down problems to the source before attempting to solve them.

Let’s say for example, a prospect call to ask if you could help them grow their business.

The first step in the process is establishing their definition of business growth.

Business growth could mean:

  • Increasing profit margin
  • Increasing numbers of customers
  • Increasing market share

In nine out of ten of the times, when businesses speak about growth, the focus is on increasing the number of customers.

However, increasing your customer number is just one of the ways of growing a business.

Therefore, without establishing exactly what the prospect means about growing their business, you will not be able to help them.

How do you as the expert establish what the prospect mean by growing their business?

You ask them…Simple!

Even though in most instances customers know what they need, they do not know what they want.

Therefore, asking them will not provide the right answer.

Asking them is the first way of knowing what they mean.

If after asking you do not get a clear understanding of what they mean by growing their business, the second step is to lead them towards the answer.

You lead them towards the answer by asking three questions:

  • What is their objective?
  • What is their metric for measurement?
  • What will be the value to them?

After you have established the outcome, the next step is: what is the process for achieving the objective?

  • What resources do you need?
  • Who is responsible for what?
  • What is the start and end date?

You need to also remember that each of the frames you come up with can be broken down into several mini frames.

For example increasing profit.

Increasing profit can be framed into:

  • Increasing price
  • Increasing the frequency of purchase
  • Increasing the size of transaction

You can see where I am going with this.

The goal here is to ensure when you are presented with what might seem a massive problem, you chunk the problem into bit size by framing it a handful of variables before attempting to tackle them.

The next time you went to see a prospect and they want you to demonstrate your ability to solve their problems, you can use the framing technique.



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Small Business Growth & Marketing Consulting Agency London

Small Business Growth & Marketing Consulting Agency London