Why You Must Become a “Leading” Expert

People aren’t looking to follow a content “creator." They’re looking for a leader who will guide them to a solution to their problems and the satisfaction of their desires.

Meet Jim.

Jim is a salesperson for a company that sells expensive residential fire-protection systems. He’s the top salesperson in the firm by far.

The strange thing is that Jim gives the same exact presentation as every other salesperson. 

The product he sells is what it is; he makes no special modifications or price concessions.

Plus, Jim is a bit absent-minded. At every single in-home appointment he gives, Jim forgets to bring in the book of materials that demonstrates the superiority of his company’s system.

While the prospects are completing a written fire-safety test, Jim remembers he left the book in the car. 

“Please excuse me,” Jim says. “I left something important in the car. Please keep going with the quiz, and I’ll be right back.” 

Sometimes, this requires the family to give him a key to get back in.

The thing is, Jim isn’t being forgetful. He leaves the book in the car on purpose every time.

He uses this technique to position himself as someone the family trusts.

People don’t generally allow strangers to walk in and out of their homes unescorted. Allowing Jim to do so creates an aura of trust that changes how the family perceives Jim, his company's fire system, and the offer.

It’s not the most ethical technique, for sure. And I’m not recommending it.

Just think if the family found out that this is what Jim was up to. I’m guessing they would feel a sense of betrayal, which is what happens when trust is violated.

But if this simple, shady trick can boost trust, just imagine the power of giving people valuable free information that mirrors their values, changes their perspectives, and motivates them to pursue meaningful change.

To succeed in the Business of Expertise:

• Great offers are important. 

• Great products and services are crucial. 

• But how the messages about those products, services, and offerings are received and perceived matters more.

You can’t expect someone to trust you at the point of a request or offer. It has to happen before. 

And that’s why top salespeople and other persuasive professionals spend more time perfecting what they do and say before making a request than they do on what most people think is the “persuasive” part.

It’s the same when you’re a Leading Expert.

You take the time to create a psychological frame based on trust that makes your audience more receptive to your eventual offer. This is the true power of the right content, for the right people, at the right time.

So let me take you back to how I did this years ago on the way to building an eight-figure software company. My approach involved no trickery or unethical practices at all.

In fact, rather than shady sales techniques, this powerful psychological approach builds true trust while delivering true value in the process. 

But contrary to popular belief, “just create more content” is not the answer.