When seen as an expert in your field, you gain something that’s invaluable to business owners—renown, respect and referrals. Most people want their money managed by someone with noted expertise, and you may be surprised to discover that it doesn’t take much to acquire it. In a recent BNET article entitled “Position Yourself as an Expert,” Dorie Clark gives 5 easy suggestions to help you establish yourself as the resident accounting expert:
1. Develop relationships with local finance reporters.
Local newspapers are always looking for good content, and when you build relationships with local finance reporters, you may develop a relationship through which you become quoted as a local accounting expert.
2. Speak out!
You’d be surprised at how many community events need speakers. Clark suggests you start with your local chamber of commerce or trade association and volunteer. You’ll find leads as you go along, and the experience will enhance your public speaking skills.
3. Align with a high-profile client.
Clark says, “As the saying goes, you’re known by the company you keep.” Dropping names really can get you far. If one of your clients is a local celebrity or well-known entrepreneur, ask their permission to let people know the caliber of the company you keep.
4. Write about your expertise.
Content is king, and if you make a habit of writing about accounting, you’ll become known as the accounting content king (read: expert). Whether you’re circulating your own newsletter, writing a finance column for the local paper or regularly posting to an accounting blog, you’re establishing yourself as an expert.
While you won’t make much, teaching adjunct courses at your local university is a great way to establish expertise. My father spent years teaching a satellite accounting course for Lewis Clark State College because he was a local CPA. Clark explains, “…many clients will assume if you’re enough of an expert for XYZ University, you’ll certainly be able to help them.”
Branding yourself as an accounting expert is a great marketing strategy that will not only strengthen your professional reputation, but it will earn you a number of solid referrals.
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Clark, Dorie. “Position Yourself as an Expert.” 27 April 2011 BNET.com