5 “F-words” to help you quickly believe in and market your expert status!
Facts, Focus, Fees, Follow up, Feedback
The 5 Fs are most relevant for those of you who are thinking of starting a consultancy or service business, but I hope everyone will be able to glean something useful.
Tip 1 – FACTS
When you’re new to a field, it can feel like everyone knows more about it than you. But it doesn’t matter if you haven’t got a Ph.D, published a book or been interviewed on national television. All that matters is that you know more than the person hiring you.
Stop focusing on what you haven’t yet learnt. Instead, take stock of the facts. Remind yourself of what you do know. Get this knowledge out of your head, where it all seems a bit woolly, and down onto paper so that it’s evidenced in black and white:
· Make a quick list of all the subject areas you know something about.
· Pick ONE of the items on your list and create 3 simple powerpoint slides to illustrate it (maximum 4 or 5 bullet points per slide). Don’t spend more than 20 minutes on this.
· You now have the basis for a 15 minute presentation! Just repeating this exercise once will give you a template for a standard length talk.
Tip 2 – FOCUS
You know that old joke –
“How do you eat an elephant?”
“One bite at a time”.
It’s much easier to become expert in a small area than a large one. So rather than feeling like you need to know everything about everything – and all by last Tuesday – chunk it down. Say you are launching a marketing consultancy. Pick a specialism – direct marketing, advertising, branding, communications – and focus your knowledge-building efforts in that area.
I’m not saying you need to market yourself as a specialist if you don’t want to. You can still offer a broad based consultancy if you have a degree of knowledge to back this up. The focus tip is about prioritising your ongoing learning, to increase the confidence you place in yourself as a true expert.
Tip 3 – FEES
Many “novice” consultants are uncomfortable charging a fee for their services because it implies an expertise they don’t feel they yet have. It’s tempting to feel you need to give away your service for free, or heavily discount it, at the beginning. However in my view, there are (at least) two problems with this approach
- People value what they pay for. It’s a weird comment on human nature, but if A and B offer the same quality service, but A charges 50% more than B, people’s perception will be that A offers the superior service (obviously within limits; no-one likes to be ripped off).
- You won’t value yourself as highly either. You’ll still view yourself as amateur, not professional.
If you really feel unjustified in charging the market rate off the bat, a better alternative is to offer a small discount (perhaps 20 to 30%) for a time limited period – say the first 3 months. Tell people that this is to kick start the launch of your business, rather than murmuring something self-deprecating like “well you see, l’ve only just completed my training.”
Tip 4 – FOLLOW UP
I don’t know about you, but sometimes I really struggle to think on my feet. I procrastinated over getting my first client for ages, because I was afraid I’d dry up and not know what to say during our sessions. This is where “follow up” can be your best friend! If the client brings up a point you can’t answer, simply say, in your best fascinated tone
“What a great question…(I’ve got a useful resource on that/I’d like to think through that when we have more time/other excuse from your pre-prepared list)….. can I follow up with you on that?”
(Of course, you must remember to actually follow up!)
Tip 5 – FEEDBACK
There’s noting more reassuring to a fraudulent-feeling expert than positive feedback from a satisfied client. Create a folder and religiously drop into it every piece of reinforcing feedback that you are given. Re-read it regularly! And proactively seek feedback out – through evaluation forms or requests for testimonials. Keeping a note of the number of referrals or repeat business you receive is anther excellent way of proving to yourself that people value your expertise.
