noun | 1. a person who has a comprehensive and authoritative knowledge of or skill in a particular area.
Who wouldn’t want to be an expert?
I mean, they are sought-after. Feeling sick? Consult an expert – go to a doctor. Want to change your boring hairstyle? Consult an expert – go to a stylist. Got in trouble in conflict with the law? Consult an expert – go to a lawyer. Experts in different fields are looked up to, respected, and best part of all – they are paid, in a handsome price I presume.
After being able to finish Russel Brunson’s DotCom Secrets book (my review here), I grew more interested in the author. I was able to come across another work of his, Expert Secrets. In no time, I was hooked. Well, who wouldn’t want to know the secrets of an expert? And as I already mentioned, who wouldn’t want to be an expert?
As in his previous book, Brunson also made mention of ClickFunnels in this book. Believe me, he knows what he’s talking about – come on, he’s the founder! Personally, I was able to try ClickFunnels and it is now creating small wonders for my business. Well, I just got started. Who knows what kind of wonders it can offer me in the future?
Very well, back to Expert Secrets book, the author gave a pretty comprehensive outline on how to start your own expert business. This is said to be a business that sells information to its audience. As a teaser, I’ll let you know the two types of Expert Business – (i) Selling Information Products; and (ii) Leveraging Information Products To Grow An Existing Company.
In DotCom Secrets, Brunson divided it to five (5) parts. This time, in the Expert Secrets Book, he narrowed it down to three (3) sections namely: (i) How To Create Your Mass Movement; (ii) Creating Belief Within Your Community; and (iii) Developing and Delivering a Sales Presentation.
Section 1. How To Create Your Mass Movement
This section discusses more on how to create a “mass movement” or a loyal following that will patronize your product or service. Relating the term “loyal following”, it made me think of cults. In some of the biggest cults recorded in history, they all have three common characteristics:
(i) They had a charismatic or attractive leader;
(ii) They focused on a future-based cause that had greater value than their existence; and
(iii) They offered new opportunities to their followers.
Though relating this to cults may sound quite absurd, these are things that can be applicable to an expert business.
Section 2. Creating Belief Within Your Community
Belief is a powerful thing – it creates the customer and eventually creates the results. Brunson firmly states that everything boils down to belief. This is something I have to agree with the author. If you are trying to sell a product or service to a customer, you must wholeheartedly believe in the purpose of the product. Otherwise, our selling pitch will become weaker.
As mentioned in the book, success is twenty percent (20%) technique and eighty percent (80%) mindset. In as much as your techniques are good, your mindset must always be at least four times better in order for your product to sell successfully.
Section 3. Developing and Delivering a Sales Presentation
Brunson focused on delivery in the format of a webinar online, but the marketing and sales principles he outlines are applicable no matter what you’re selling and no matter where you’re selling it.
As there may be quite a discomfort or awkwardness to some in terms of selling, it must not worry you since the strategies and techniques presented by Brunson in the book are not just theories but his own personal proven strategies. If done correctly, selling will become natural and easy, as it is for Brunson.
In conclusion, after I have finished the book, I came to realize that there are a lot of things that I need to know about selling and marketing the company and myself as well. Hopefully, I will be able to apply the techniques stated in Expert Secrets efficiently for the betterment of my company.
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