Claim Your Expertise

Everyone who owns a business has expertise that will be hugely appreciated by their customers. So why aren’t more business owners loud and proud about who they are and what they bring to the market place? I have a few hunches and my plan to stop this type of crime. I began my coaching practice fresh out of my first coaching workshop at The Coaches Training Institute. I had been coaching prior to that weekend at a personal growth seminar company. Although I had experience, I was by no means an expert at coaching. My number one business building technique in those days was passion. It was so clear to me that coaching could transform the course of a human’s life if they would let it. After a while, I found that I wanted to narrow my focus in coaching to help people consciously use the Law of Attraction to get their goals. It worked. My clients came to me because I was shouting from the rooftops that I knew that this stuff worked. Here’s the secret I learned about being an expert: I didn’t have to know it ALL to be an expert. I just had to be grounded enough in the information to be confident. And I taught it in a way that made sense to me. I was also practicing it in my own life. Did I have every goal I desired? Hell no! Do I now? Nope. But I was up front about who I was and what I knew. That was enough for people to be attracted to the message and ask for more. When you take a stand in your expertise, you and your business will transform rapidly. Prosperity will come easier. The clarity you have about how your product or service will impact your market is like a neon sign to your target market. They will be able to find you easily because you’ll stand out from the crowd. Your company will shine because your whole vibe will change from wimpy to brawny. If you are uncertain about the value of what you offer, it’s a like having a tarp over your building, store or website…nobody can see you. Your marketing message will be easier to craft and oh-so powerful. When you stop trying to get people to like you and just focus on your message, it will be riveting to your ideal customers. They will eat up whatever you offer because the message will resonate with their needs. You’ll be freed up from the pressure of pleasing the masses. Hear this…not everyone needs or wants what you offer. That’s just the way it is. This makes your life easier. You don’t have to know it all or figure out how to make your offers appeal to everyone. This allows you to only focus on what you do best and do it in a way that feels honest to you. No more pretending, soft-shoeing or hiding out. Whether you believe this or not, you have something unique in the market place. Nobody can deliver what you deliver in the way that you deliver it. There are a gazillion coaches out there in the market place these days. But nobody delivers the material I do. They offer something similar, but they’ll say it differently. They won’t have my quirkiness, boldness, analogies, stories or insight. It works the same if you offer products. Look at Zappos.com. They sell shoes! Do you know how many people sell the same exact shoes?! But they make the shopping experience fun and all about the customer. They have a unique CEO and culture that the competition couldn’t duplicate if they tried. You must stand in your expertise even as a newbie. Whatever strengths and knowledge you have is enough right now to meet every business goal you have. We are all learning as we go. Even the experts mess up the very thing at which they claim to be an expert. I’ve seen it happen to others and watched it happen to me. But when you fall down and go ‘BOOM’ you become more of an expert through the learning process. So like Richard Carlson said, “Don’t sweat the small stuff.” You have enough wisdom right now. Start from there and be loud and proud about what you offer. Your target market is waiting…patiently.