By Jeff Beals
“You’re in real estate; you’ll know,” my friend said with an inquisitive look on his face. “What company is moving into that big office building under construction along the freeway?”
This was a problematic question for me, because I hadn’t even noticed the office building under construction along the freeway.
It was back in 2001, and I had just left a position in college administration for a brand-new career in commercial real estate. After two weeks on the job, I went to a party where three separate people asked me questions about office buildings, retailers and condominium construction. I must have sounded pretty stupid, because I had trouble answering all of them.
I had spent my first two weeks on the job diligently learning about the legal and technical aspects of real estate. But at the party, nobody wanted to know the boring stuff. They wanted to talk about the prestigious, glamorous side of the industry.
Something suddenly became quite clear: It wasn’t enough to become technically proficient in my new trade. I had to become an expert on those things related to commercial real estate that were most fascinating to people outside the profession.
I made a commitment to become an expert on the most interesting aspects. I studied the local marketplace. I read every magazine, newspaper and website I could find that related to construction, real estate, business expansion and economic development.
Armed with a collection of eyebrow-raising stats and trivia, I had something to talk about at social gatherings. Community groups requested me as a luncheon speaker, and with a business partner, I even started an business-oriented radio talk show. All of this public exposure was good for business.
I did not realize it at the time, but I accidentally discovered an “area of self marketing expertise.” Everyone is an expert in his or her profession, but an area of self marketing expertise is quite different. It consists of the most fascinating aspects of your job, company or industry.
An area of self marketing expertise is that part of what you do that is most fascinating to someone who doesn’t do what you do.
So, what’s your area of self marketing expertise?
No matter how boring or complicated you might think your work is, something about it is fascinating to outsiders.
If you’re not sure, sit down with a few friends and explain what you do. Ask them what they find most interesting. Take notes.
Once you have decided on your area of self marketing expertise, think about how you will communicate it in an intriguing way. When that’s mastered, it’s time to put your area of self marketing expertise to work for you. Use it at networking events, in your organization’s communication efforts, when dealing with media outlets and in your social media postings.
Professionals who have well defined and carefully crafted areas of self marketing expertise will ultimately be more successful, because they never run out of interesting things to talk about. An area of self marketing expertise becomes a magnet, attracting people to you.
When people are dazzled by what you have to say, they’ll be more than happy to hire you when they need help with the more technical and “boring” aspects of your profession (the things that actually make money for you)!
An area of self marketing expertise gets you noticed and makes you memorable.
Jeff Beals shows you how to find better prospects, close more deals and capture greater market share. Jeff is an international award-winning author, sought-after keynote speaker, and accomplished sales consultant. A frequent media guest, Jeff has been featured in Investor’s Business Daily, USA Today, Men’s Health, Chicago Tribune and The New York Times.”
Here’s Why Should You Choose Jeff Beals as Your Next Speaker:
“Jeff Beals has presented four different topics at five of our internal events in 2016. At each event, the audience of commercial real estate principals and agents was completely engaged and motivated the entire time. Jeff facilitates his training sessions in such a way that each member of the audience was able to relate and understand how to apply it every day in the field. Jeff is brilliant, and we have hired him to continue speaking at our events in 2017!” – Lindsay Fierro, Senior Vice President, NAI Global, New York, NY
“Your workshop was a huge experience for our attendees by giving them the opportunity to improve their work in the critical environment in which we are living today. Your talent as a speaker and your qualities as a person made the difference during your time with us. I would certainly recommend you to anyone who asks.” – Ana Paula Costa, Educational Planner, Febracorp, Sao Paulo, Brazil
I’m in Phoenix and had breakfast earlier this morning with our semi-retired sales representative who is doing some continued work for us here. He attended your sales meeting last week and told me that in 43 years of selling, you were the best he had ever heard. Thanks for a great experience.” – Drew Vogel, President & CEO, Diamond Vogel Paints, Orange City, IA
“Our corporate partnership team had great takeaways regarding how to network smarter while also understanding the importance of our personal brand to current and prospective partners. Jeff does a great job weaving in real-world examples and how you can apply his teachings to growing your business and building long-term partnerships.” – Jason Booker, Senior Director of Corporate Sponsorships, The Kansas City Royals Major League Baseball Team
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