I recently read the book The Four Conversations by selling and pricing expert Blair Enns, whom I have quoted before.
In the book, Enns discusses what he calls “The Flip.”
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The Flip is the name we give to the moment in time when…we move from being viewed as a vendor with numerous competitors and little power in the relationship to being recognized as the expert who possesses few equals and therefore considerable power in the relationship.
But here’s the key, The Flip should happen without you present. It happens as a result of the value you provide through your content.
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It is a conversation that happens through our agents of thought leadership and referrers. It is a function of our reputation preceding us…Through these [educational] activities we prove our expertise by giving it away, allowing clients to judge for themselves whether or not we are the experts we claim to be.
So . . .
If you make a claim of expertise or specialization, how is your content substantiating that claim such that your customers don’t require any further convincing by the time they first reach out to you?
