expertise and secrets to persuasion

expertise marketing is not a new concept – but how many people fully leverage its potential? abraham lincoln famously said on the topic “if i had eight hours to chop down a tree, i’d spend six hours sharpening my axe.” in this post, i explore basic principles of expertise and various ways you can exercise its power. after all, people buy from people they know and like – or from people that are trustworthy and have demonstrated expertise.

be a chameleon
experts know how to adapt to motivate different people. their experience dictates that they’ve been around the block a few times. here are a few different ways to talk with various audiences: if a person thinks in terms of payoff, then talk about rewards. if a person is analytical, then talk in terms of statistics and numbers. if a person welcomes challenge and change, then talk about obtacles to overcome.

create immediacy
an expert knows things that the average joe or josette does not know. there are things that experts prioritize that others don’t know about or value. because of this, you don’t have to make someone nervous to establish the immediacy you so often hear about in sales. just establish that there are opportunities that you know about that they aren’t taken advantage of – you’ll get their attention.

provide viable options
an expert has an ease with ideas, tools, methods and the like. an amateur clings to the first thought or what they’ve always done. we all know that change is constant, so there is inherently also an equally real and regular need for the latest thinking. when you provide your ideas, it is not only more valuable to deliver a multitude and range of ideas, but it’s also easier for others to embrace one option among many. for starters, he or she can more easily identify what is liked vs. not liked.

offer a chaser
experts aren’t afraid to ask someone to swallow a bitter pill – because they understand that anything worth having comes at a cost. they also know how to provide a chaser, or way for others to accept the bitterness more easily.

scarcity = greed
experts know that if something is perceived as scarce, then it must also be valuable. people buy things that are limited in supply when also presented with options that are readily available. i recently bought the floor model dining set and saw the principle in action for myself. the salesperson rattled off how it was the last one, they had been impossible to stock, and that i shouldn’t get my hopes up until she checked in the computer first. i wanted to know the price before she spoke but wanted to buy when i learned the rest.

understand timing
an expert understands that timing can be everything. an amateur doesn’t consider timing. i was working with an ice arena owner recently who got a good laugh from salespeople who tried to get him to advertise in the summer. i’m sure you can think of your own situations where you were asked by someone to do something out of place – and your resulting feelings about that person.

be last in line
along the lines of timing is the idea of being last in the door. this is the position the expert wants to be in most of the time. while there are some industries where you want to be first in the door, the last one to bid or talk is generally the one in the best position to make a splash, sale, etc. the message sticks because it’s the most recent to be heard. besides, you’re only there because they’ve yet to find someone who captivated their imagination and earned the sale. the consumer has likely been softened by other ideas and is closer to making a decision. you just need to be sure as you can be that a snap decision won’t be made in a given bid situation – in which case, you’ll want to get in front first and not wait.

limit your objectives
experts often succeed because they know how to focus others on what’s most important. those who don’t know (what they don’t know) tend to make a bunch of things carry equal importance. experts know how to clear space around a key point, eliminate distractions and provide room for the thought to penetrate.

present the complete picture
experts never present their ideas only. their case lacks credibility. better to present what others might do or have done, why people choose those paths and then leave the person to make their own decision. if they prefer another path, the sale was never yours to be made. because you’ve shown they have options and are fine with them choosing as they will, you project a supreme level of confidence. along these lines, it’s never a bad idea to credit others for sound reasoning. the same principles come into play. think of how you’ve felt when someone talks poorly of others. you don’t trust or like him or her, right?

offer to try it for free
experts often leverage a “try it for free” approach. you are so confident in an idea, product, service, etc. that you’re willing to let someone benefit from it now and pay later. this not only communicates that you know something that others don’t but it also says you’re successful enough not to need the money right now. this is a really powerful concept. if someone feels you need the money, they won’t listen to you.

walk away
an expert can easily walk away from the table. they know something that others don’t, they don’t need the money, they can wait as long as their audience wants or needs to take. they are not fly by night. they don’t to work hard to be successful.

cite sources
experts cites the source(s) of their knowledge, reinforcing its value. they ask the same of others when claims are made. their curiosity is the chief catalyst of their expertise. they don’t accept hearsay and not knowing something. they push to know wwith certainty, where possible.

slow things down
experts can slow down the speed of events around them, identify opportunities and initiate counter actions. you often hear in baseball how a hitter who’s hot can see the seams of the baseball and judge what the ball will do next by the direction of the spin. to others, the location of the ball is more of a blur and a guessing game.

talk fast (at times)
believe it or not, experts know that sometimes talking fast is a positive thing. when you’re explaining something new or technical, slow down and speak clearly. when you’re reinforcing a point or introducing a new bullet or supporting argument, speak faster. experts don’t allow audiences to take a mental recess. it’s all about varying your pace and holding attention where you need it to be.

don’t let facts speak for themselves
experts rely on facts – but they also reinforce and interpret what is powerful about them. don’t leave facts to seem inconsequential. they have a meaning to you that will likely be compelling to others.