Do you want to be average or exceptional?
Most are reaching for the star, but few ever get there!
Average performers in the marketing world often see themselves primarily as tellers of information for clients, instead of bringing real legitimate value to the client. This mindset can be detrimental to your own career growth and the overall success of your company. In this article, we’ll explore the real reasons behind this viewpoint and its negative concerns. We’ll also talk about the importance of becoming a subject matter expert in your field. One of the main reasons why average performers tend to view themselves as simple information providers is almost always a lack of self-confidence in your knowledge and abilities. You may feel that you don’t possess the depth of expertise that true subject matter experts do. Consequently, you see your role as simply delivering information to clients without offering important insights or analysis.
The fear of making mistakes will also contribute to this mindset. Average performers believe that by positioning themselves as subject matter experts, they expose themselves to a higher risk of errors and scrutiny. This fear of failure can lead you to adopt a more passive approach, avoiding taking ownership of your wisdom and insights.
Another factor that plays a role in this outlook is the pressure to meet short-term goals and deadlines. In fast-paced industries, there is often a focus on delivering information quickly to clients. Average performers may prioritize speed over expertise, believing that clients primarily value swift responses rather than deep expertise.
Also, some route marketers and salespeople may see subject matter expertise as something reserved for a select few. You might think
that becoming an expert requires years of experience, extensive education, or natural talent, and you feel you don’t meet these conditions. Consequently, you settle for being information deliverers rather than being driven for mastery in your field.
Reality says there are several compelling reasons why average performers should shift perspective and aim to become subject matter experts. First: subject matter experts are highly sought after in their respective industries. Clients and colleagues value their insights, and they are often regarded as authorities in their field. This recognition will lead to increased opportunities for career advancement and professional growth – often when you least expect it.
Subject matter experts also tend to build stronger client relationships. When clients recognize someone as a true expert who can provide valuable insights and solutions, they are more likely to trust and rely on that person. This trust can result in long-term client partnerships and increased business opportunities.
Second: you bring a deeper understanding of your clients’ industry, which allows you to think critically, analyze situations, and provide unique perspectives. This problem-solving capability can set you apart from your peers and lead to the growth of new ideas and strategies.
Third: becoming a subject matter expert also promotes personal and professional development. It requires a commitment to continuous learning and improvement. This dedication to expanding your knowledge and skills not only benefits you but also adds value to the company you work for.
So, average performers who view themselves as plain deliverers of information for prospects and clients miss out on the numerous benefits of becoming subject matter experts. This attitude usually stems from self-doubt, fear of making mistakes, and a focus on short-term goals. But, by welcoming subject matter expertise, route marketers can enhance their career prospects, build stronger client relationships, and contribute more meaningfully to their companies.
It’s vital to recognize that expertise is possible through continuous learning and dedication. When we talk about “continuous learning” we’re talking about ways the prospect and client expect us to understand their needs and wants – which is dramatically different than it was just 5 years ago! Being an SME is a valuable asset that should be pursued by any marketer looking to excel in their field.
By Dick Wagner, Co-Founder The CREST Network, LLC
Nationally recognized coach, consultant, trainer, and speaker
Creator of the renowned PREP™ pre-disaster program
Owner of AskDickWagner.com BLOG
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