Are You the Local Authority?

One of the common problems I hear all the time from t shirt decorators is “my customers don’t take us seriously.” In general, the public sees apparel decorators as “just another t shirt guy.” We want, no need, to be recognized as the premiere authority of decorated apparel in our market or niche. Our credentials must be unchallenged. Our technical ability recognized by the by the marketplace. Our reputation must go beyond our local market/niche to encompass everything about how our product is used, but how do we accomplish this?

We want people to recognize the opportunity to have access to our skill set locally and to feel welcome in doing so. Part of accomplishing this involves our risk reversal or guarantees. We want our clients to know they’re welcome and that the business they do with us will be a positive “experience” they can talk about and pass on to others.

Jay Abraham calls this “Preeminence.” We want to encompass everything about what we do and how we do it. We are here to exceed the expectations of how our clients use our products and delight them with the final outcome.

A goal of Preeminence is to create a story that goes along with the experience. The easier we can make it to tell the story, the more word-of-mouth referrals we receive. This is important because a referral comes to us with a different expectation and a different mindset than someone off the street who doesn’t know us or what we do. Those individuals require much more time and effort for us to differentiate ourselves and prove we’re who we say we are and that we do what we say we will do

A second major goal of Preeminence is the role of authority. If you are truly an authority, your objective is to completely educate and position yourself as the only logical provider of the goods and services your customer is seeking. In this capacity, you have an OBLIGATION to completely inform and educate those you do business with. In the process, you will automatically differentiate yourself from all of the price cutting, low balling, fly-by-night competitors that are continually starting up and closing down.

It’s important to understand the role of education is all about just one thing, education. This isn’t some hidden sales pitch. The commercial focus is minimal to nonexistant. Our entire goal is simple to build confidence in our position as an expert in the market at what we do.

In my next post, I’ll go into the concept of Reciprocity, a condition that develops as a natural result of giving information away at no cost.


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