Beyond Referrals by Bill Cates

Author:Bill Cates [Cates, Bill]
Language: eng
Format: epub
ISBN: 9780071791670
Publisher: McGraw-Hill Education
Published: 2013-02-15T05:00:00+00:00

PRESENT YOURSELF AS A SPECIALIST

Who gets paid more in our society—generalists or specialists? In his book Telephone Sales for Dummies, Dirk Zeller makes this powerful observation, “One of the best words you can use in describing your company or yourself is ‘specialist.’ It positions you as an expert. People want to work with the best and ‘specialist’ implies that you’re more experienced in this particular field than others. Ultimately, it shows that the prospect has a low risk when choosing to work with you.”

Who usually gets paid more, a specialist or a generalist? A specialist of course. A specialist not only conveys more perceived value but also brings more tangible value to the work he or she does. Another word you might use is expert. Position yourself as an expert in your field or even just a portion of your field.

I don’t have to tell you how difficult it is to capture the attention of new prospects. This “specialist” or “expert” strategy is something I have used for over 18 years, and it has served me well to get my prospects to give me just enough time to start building value and piquing their interest.

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