Your
Knowledge is what
makes your expertise special.
It's everything of value you've learnt through your own experience.
Contrary to what people say, you can't pass on your knowledge to
someone else - it's unique to you.
When you speak from your own experience you're
accessing your knowledge, but the recipient receives it as information.
If you quote something you've heard or read then you're recycling
or passing on information - not knowledge.
You experience the world every moment through your senses. That
experience is unique to you. Two friends visiting the theatre will
have different experiences
of the play. One says the play was great, the other says it was
rubbish. It's the same with a holiday, seminar or browsing the web.
You might discuss similar experiences with your friends and colleagues
over coffee, but they're
never the same.
Your experience takes time to acquire. You can't download it from
the web.
It has to be earned and the prize is knowledge. As a teenager you
might remember your parents advising you about sex and relationships.
You probably listened half-heartedly, thinking it would be different
for you. Then experience hit you with an emotional blow that broke
your heart.
Or perhaps you ignored a friend's financial advice and lost all
your money in a bad investment.
People connect with each other and build relationships based on
similar experiences. And it's the same
in business.
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Tell
them in your own experience
Make sure you connect with your audience by demonstrating your
proposition in straightforward terms people can easily identify
with.
Use anecdotes and case studies where possible to add realism.
Much of my work is concerned with helping business owners discover
what they already know, but forgotten or overlooked.
Here are some tips
to help you be original
• Avoid speculative statements, theories and concepts you haven't
tested in your own experience.
• Avoid quoting experts. You're the expert.
• Always demonstrate your services using practical examples
from your
own experience
• Don't believe what you read or hear. Always check to see
if it's true in your own experience
• Don't ask anyone to believe
you - demonstrate it.
• Don't be afraid to say I don't know. Say, I'll investigate
or find out for you.
When you put together your sales proposition, you'll sound genuine
and more confident. You won't be recycling industry information
and relying
on clichés and jargon.
Putting
your proposition together
Read
more… |
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