If you want the world to recognise you as an expert, you need to know your stuff–and know your turf.
I’ve spent a lot of time lately talking with companies about their “areas of authority”: those issues, technologies or market segments for which they see themselves as more than an expert.
It takes real confidence (and a decent amount of moxie) to declare it–and once you have, you need to be able to withstand the slings and arrows of competitors who would challenge your claim.
What defines authority? You probably need a few things to support your claim.
1. Know Your Turf
I am the foremost authority on key account sales. I’m not kidding: Google “key account sales expert” and you’ll see me. I’m not the foremost expert on all sales, or on sales training, or other market segments. I know my section of the market. What is the segment over which you can claim authority?
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