I played the guy from next door at golf today where he duly delivered me another flogging. My wife (Mel) partnered him, and Scott’s wife was my golf partner.
And would you believe it – Mel won the game for them with some sensational putting over the last 2 holes! You have gotta wonder how much she loves me??!! She’d better watch her step!
Scott has his own professional services business where a part of his marketing strategy could be to ‘charm’ the people who refer him work (other professional services people).
But Scott doesn’t want to have to ‘kiss up’ to others. He sees it as being unprofessional and he doesn’t feel comfortable doing it.
Fair enough. It isn’t easy for everyone.
5 steps to expert status
So he is devising another strategy. He’s positioning himself as an expert to these people. And this is how he is going to do it:
- Send out regular info packed newsletters
- Start a PR campaign
- Write articles for trade journals
- Hold a professional seminar
- Start public speaking
A great strategy.
Before I go I’d like to mention one thing
You don’t have to see developing relationships with key referrers as ‘kissing up’.
Look upon it as demonstrating your expertise, professionalism and friendliness to your market. Because that’s what it ultimately is.