Marketing 'Experts'

Once upon a time a man searched for years to find the greatest Zen Master in the world. After decades, he found a person who everyone said was that master. It took him many days to climb the mountain where the master sat. At last he reached the feet of the Master.

"Oh great master," he said, "for many years I have searched and at last I have found you. Tell me, please tell me how I might become a great master like you . . . "

"Print up some business cards," replied the master.

Anyone can say 'I am an expert'.

Imagine you walk into a hardware store. A man wearing red bib overalls runs up to you and exclaims 'You need a hammer!'

'I do?' you ask.

'Absolutely, yes you do. I am the hammer expert. Come on. Let me show you our hammers. These hammers are cool. They come in different colors and sizes. They are the best hammers money can buy and can be used for just about any purpose . . . .

Ten minutes later you finally manage to get a word in. 'But I am here to buy a tool to change a tire,' you protest.

'Doesn't matter. You can use a hammer. I am a hammer expert and the uses for these hammers are unlimited. Why, just the other day . . . "

The question is this: Would you buy that hammer you really don't need because the hammer expert said you needed the thing? No.

Experts are everywhere these days it seems. Many of these people are not experts - they are tool salesmen. It is an unfortunate fact that most of these experts go about things backward. They first decide upon a tool and then try to retrofit you into their tool profile. Don't allow this to happen. If you do, you will waste a great deal of time and money and will end up with a hammer that will not accomplish your goal. How can you tell you are talking to a real expert?

1. Experts analyze - they don't fantasize

If anyone tells you the answer before asking the questions you are not talking to an expert - you are talking to a salesperson. A real expert will do an analysis of your situation before making any recommendations whatsoever.

Real experts often turn away more clients than they accept.

2. Real experts have real experience.

The first question you should ask should be 'How long have you been an expert at _______?' If the answer does not end with the word 'years', (plural) run away. Even if the answer does end in 'years' you may still wish to back away slowly, especially if the expert is an expert at selling a particular tool only.

3. Real experts know that they do not know everything

A real expert will refer you to other real experts if they do not consider themselves to be an expert on a particular subject. This is why doctors and attorneys refer clients to other doctors and attorneys. There is no such thing as an expert who is an expert in everything. If anyone tells you that they are the expert in everything, cover your pockets, cover your you-know-what and, again, run.

4. Above all else, real experts are realistic

If your expert is promising the moon, that is likely where you will have to look for that expert - after that expert takes your money. Experts do not make promises - they make projections. No one can guarantee the success of anyone else.

The expert might make you angry at times. This is because real experts are known for telling the truth. You may not want to hear the truth. This is because your expectations may be unrealistic. Most marketers do not want to hear bad news - they only want to hear good news. A false expert will be more than happy to tell you all the good news you want to hear - until they get your money. Then, they most likely will not answer the phone, as they are probably out having lunch with their tool-selling buddies.

A real expert will most likely burst a few bubbles. They will be realistic. This is what you want. This is how they developed a reputation as a real expert. Real experts do not deal in hopes or dreams - they deal with reality and facts. This is also why you should use them. Real experts are building a reputation - not making a fast buck. No real expert would gamble a long-term reputation against a few short-term dollars.

Finding a real expert out here can be difficult. It is said that the Buddha, after a lifetime of teaching, in his final words to his disciples, gave the best piece of advice he could muster:

"Just do the best you can."

posted by Free Publicity Focus Group