Selling Expertise

When we consult someone for their expertise, we certainly want them to have that skill but we are looking for more than knowledge. We want evidence that we have chosen the right person to help us. A certificate on the wall is not enough on its own to make that connection. Anyone who has encountered a medical practitioner apparently more interested in the disease than the patient will know what I mean. You have to be a very clever consultant indeed to overcome the suspicion you might not have noticed who you are talking to.

A seller of a tangible product needs to align it to need. Even more so does the provider of an intangible product need to show that they understand the circumstances and- be they lawyer, accountant, financial advisor, plumber or electrician- are applying their expertise to a specific situation.

One technique that gives reassure is the general case applied to particular circumstances. The other day I heard a consultant say: “All patients are individual, but you are more individual that most because…”. This may not make much logical sense but sounds hugely reassuring. It manages to convey respect for the patient, that the condition has been seen before, and yet the expertise is to be applied in a way specific to these circumstances.

Another approach is in questioning. The focus is then undeniably on the client or customer who is being asked to explain their situation, but the expertise is evidenced in that only someone with experience would know the right questions to ask- be it whether your pension is exceeding the lifetime allowance or why you are tiling your roof with copper nails so close to the sea.

Expressions that apply the general case in an individual way and informed questions are two important ways to connect with clients and customers. It is one of the reasons Talking and Questions are fundamental building blocks of our work at “cracking conversation”. Challenge us as to how we might specifically help you build client relationships. Start a conversation.