Do People Really Buy More from Market Leaders?
Research does seem to suggest the idea that people will buy more from someone who is seen as an expert. It is also true, the “expert” doesn’t have to be a proven person with special skills and knowledge. They must have the perception of leadership in the field.
So, here my next question, how can you position yourself as a leader in the market place? Is this a viable option for you to expand your business? Do you think it’s possible for you to become an Industry Influencer?
Let’s explore this a little deeper. An Industry Influencer is someone who is held at high regard by others – many others. Generally this road to leadership takes time, it’s not a position attained overnight. The Industry Influencer typically has contributed a great deal to their market and outperformed others in that space. This is how they became popular. This is how they built a reputation for being extraordinary.
Perhaps they worked longer, harder and produced the highest results? Maybe they met an Industry Leader who was more prominent than they and endorsed them to a higher level? Either way, they arrived. They are a trend-setter, mover-and-shaker and profit maker. (Oooh I like that rhyme.) When the Industry Influencer speaks…well you know, everybody listens. It makes sense then if they add a new service, prospects will line up. If they recommend a product, people will buy. Well, the answer is, YES, Industry Influencers get more sales.
Now, let’s look at a few ways that you too can be considered an expert and go-to person in your market.
Operation: Get You To the Leader Board
Short-term Goal: Industry Leader
Long-term Goal: Industry Influencer
Put your creative thinking cap on for a moment…you have a talent, you have knowledge and you use your skills to build a business. So entrepreneur…you are an expert. Now all we have to do is exemplify that expertise. We need creative ways to demonstrate your knowledge and establish you as a go-to person. We must set you up to gain the trust and respect of not only people in your industry but also your target market.
O.K., let’s keep it simple to start. The easiest and fastest way to build authority in the market place is to publish white papers. This is a great platform to express your ideas, opinions and share your authority on a subject. You can readily demonstrate your knowledge in an organized and productive way by writing short reports. Both will get your readers engaged. As the documents are passed from one person to the next, (and they will be) your brand and marketing message will travel too.
How about you start gaining authority by doing featured interviews and articles? What would it do for your target market if you brought them interviews with people in your industry? For example, if you are a financial consultant, you may want to bring your followers an interview of a prominent leader of a wealth-management firm.
Here’s another idea, how about you post videos sharing tips, strategies and share tools to solve your ideal buyer’s problem or contribute to their life in a positive way. This strategy is very good at helping you build rapport with your audience. They will get to know you and identify with you as someone they can relate to. Once your communication resonates with your target market, you will undoubtedly gain loyal followers.
Once you have enough content, put your articles, white papers and special reports together and publish a book. Getting on Amazon is a sure fire way to get to the top of the leader board. When you have your own book in tow, your target market automatically regards you as a Industry Leader.
Now all you have to do is continue using this new position of power to open door to greater opportunities. Now you are available for interviews. Your brand awareness increases and your reputation precedes you. You now become the sought after expert. This continues to increase your brand equity and you are now in a position of authority. Just don’t let the power go to your head, getting there is half the battle. Retaining your position is a whole other blog post.
People are always willing to buy from people they like and trust. When you are authentic and allow your audience a glimpse into your world, they will feel like they know you. They will become loyal. They will become a part of your tribe. If you share your knowledge and your wisdom generously, your target market will come to rely on your stance. If you are honest and transparent, your prospects will trust you. Together with your newly opened doors, you are now an Industry Influencer.
Just remember the little people when you become a mover-and-shaker. When you become a Industry Influencer, reach back, grant an interview or mentor someone who is trying to become a market leader just like you.
In awareness, passion, joy & industry influence,
Please leave your comments and let’s discuss other ways to get to the leader board. Share with others in your circles so we can have friends at the top. 🙂