Marketing Coaching Tip: Are You an Expert in Your Field or Are You the Handyman?

Think about all the different hats you wear everyday in your professional life. Who ARE you to your clients? What is YOUR primary role in your business? What is YOUR area of expertise? Is it clearly defined? Are you considered an expert in your field or a jack of all trades/handyman?
When I worked in corporate marketing, my colleagues and I would joke about the fact that if you didn’t know how to classify a job, you simply gave it to the Marketing Department. Everything could somehow fall under ‘marketing’, right?
I remember once, a long time ago, the company I worked for was changing phone systems. During the process, somehow I was forwarded the call from the company who we would no longer be using for our phones. I am not really sure how the call came to me, my guess is the receptionist had no idea who to forward it to and just assumed it fell under Marketing!
Anyway, I took the call and the gentleman on the line informed me that it was up to me to collect all the old phones, boxes, wires, jacks and equipment (most of which I had never heard of before), and have it ready to be picked up by 9 am the next day. He was also kind enough to let me know that some of this so-called equipment was located OUTSIDE of the building and might be on the roof. Really???
OK, I don’t know about you, but I still don’t know how to use the DVR on my television! I wasn’t even sure what all this equipment was supposed to look like, much less where to find it! And, not only that, but I wasn’t going to risk life and limb climbing on top of a building looking for equipment that I WOULD NOT be able to identify in a line up!
Anyway, I tell the story to emphasis the importance of becoming an expert in your field. Make sure your clients and prospects know exactly what it is that you and your company offer. If you are a sales person, be the best sales person you can be (and don’t try to be the IT guy)! If you are an IT guru, shout it from the roof tops (but stay OUT of the marketing department).
We all have unique gifts and talents that make us valuable to our organization or business. Perfect YOUR craft, and leave the other stuff to the experts. Clearly define what it is you do, and how that benefits your clients, and then go with it!
Think about it, how many heart surgeons do you know that would make good telemarketers? Not many! Understand the value you bring to your company by becoming the expert! I promise you will be thankful you did, and you will be MUCH more successful in the long run by staying true to your talents.
And, if you are wondering how I handled the phone situation from many years ago, here’s what happened. I actually did go around and try to collect all these foreign pieces of phone equipment (don’t forget, I was young and naive back then). When the phone guy showed up the next morning to pick everything up, he took one look at the very large *heap* of stuff I had collected and his eyes glazed over, his face got red, and I thought he was going to pass out. He ended up calling in back-up support and spent the next 4 hours doing the job. See? It really does pays to hire an expert!

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