If You Got Brain Cancer

Let's all hope we never get brain cancer.

But if it happens to me, I'm going to seek out an expert in brain cancer.  Not an expert oncologist that has treated breast cancer, pancreatic cancer or lung cancer.  No. I want someone who has extensive experience in BRAIN cancer.  And guess what, I don't care how much he charges me.  Price is not the issue, expertise is.

This is exactly how your customers / prospect think, too.  Business is so compeitive these days that your prospects can choose from a large variety of solution providers, looking specifically for the one company who can solve their specific problem.  Not something close, but their specific problem.  And they will want to see that the selected company has done it before.  And price is not the biggest issue

So what?  Why is this important?  Because you want to win business, that's why.  You need to position yourself as an EXPERT in one or more areas.  Using our example above, its not good enough to come close.  Prospects are looking for an expert in a specific area.  How do you do this?  Really, it is not that hard.  Here are a few tips:

1. Decide what it is that your company does BEST and makes the most money from.  Look at your staff, your experience, your customers, and your past projects.  What do you REALLY excel at?
2. Put it on your web site in BIG LETTERS.  We are experts in Brain Cancer!  Then use other areas of your site to PROVE IT.
3. Get customer testimonials that say what a great job you have done.  Put these on your web site.
4. Show a project list, or a study history (for clinical research).  Let your prospects know that you have done it before.
5. Rework your senior staff's CV to emphasize their expertise in these areas.
6. Write an article or a White Paper about this subject.  Get it published SOMEWHERE.
7. BLOG about it.  Discuss various aspects of this expertise and show the world that you are the expert in this area.
8. Show your expertise across all your marketing platforms.  Your web site, sales brochures, and trade show booth should all show your expertise in the selected area.
9. Don't forget the other areas of social media like FaceBook and Twitter and Linked In. Make sure these also reflect your areas of expertise.
10. Most important, focus your sales activities on those companies that need your expertise.  Don't waste time on companies that cannot use your specific services.  You will be tempted to call on companies that are "close", but this will be a waste of time.  They will run you around doing pricing and other feasibility work, only to select someone who is truly an expert in their chosen field.

With practice, you will find that the entire organizaion will rally around this one or two areas, and you really will become an expert.  And your reputation will grow and grow.

Dedicated to your successful sales and marketing in America.

Jim