It’s fair to ask, “How can I be an expert in every promotional product?” The truth is, as you’ve probably figured out, you can’t be an expert in everything. Thousands of promo products exist at shows, in brochures and seemingly everywhere.

The good news is, you don’t need to be and expert in everything – but there are key ways to become invaluable to your clients. Relationships are paramount – not just with your clients, but relationships with the people who know you. Your focus can be on producing a responsive business process, cultivating customer relationships and sourcing quality products. Know your area of expertise.

The perception of your greater expertise results from developing skills in networking, knowledge management, communication, training and negotiation. Whether you have a small or large business, you don’t have to do it all; professionals are available to answer your questions every day. Your task is to connect, capture that information, provide access throughout your company and continue that cycle of organizational learning.

CREATE A KNOWLEDGE TRUST
Life becomes easier when you surround yourself with experts. Seek out and establish relationships with the best in the industry in every area connected to your clients’ business.

When customers need help with challenges within your scope of practice, assist them. When they communicate challenges outside your scope but within your expertise, provide them with the necessary information or a contact. Become the type of company that “has a person for that.” When your customers are in need, you tell them, “We have someone to help you,” for everything.

EXPERTS AREN’T ALWAYS THE CHEAPEST
Sometimes experts cost more. You want to move your customers away from price conversations through your actions and value proposition. Communicate through experience that your expertise may not be cheap, but you always make your customers more money by saving them time and headaches.

Clients want the expert performing their surgery, not just the person who put out shingle advertising they could do it for a lower price. Companies spend money building a brand.They want the best to help them communicate, expand and secure that brand. Seek out companies that have done their homework and know what makes the difference for their business and their end-users. If they don’t know, inform them and connect them with your knowledge trust. Experts have an eye for detail and strategies based on long-term success versus short-term gains. Inform your customers so they set aside funds to invest in the best outcomes for their business.

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