How to Win Client Business When You Don't Know Where to Start

CHAPTER 10How to Toot Your Own Horn without Looking Like a Jerk : Proven Techniques for Demonstrating Your Expertise

This is not an exercise in egotism. In a funny way, this is not even about you. Rather, it is about establishing relationships within an ecosystem for the benefit of all participating.

—Geoffrey A. Moore, author, Crossing the Chasm

Demonstrating your expertise requires a commitment of time and energy. I frequently hear, “Who has time for this?” Because clients often struggle to discern who the true experts are, the time we invest in demonstrating our expertise will increase the odds of our success.

It is much easier to commit to doing something that we actually enjoy. So, don't start something that seems like a huge burden. If you like it, you'll find time for it. It may be nights and weekends at first, but in time you'll carve out a schedule that feels more manageable. If you're like many, you will actually grow to look forward to these activities.

Over time your efforts may actually help reduce the effort spent on other client development activities. If you do an effective job of demonstrating your expertise, perhaps you'll spend less time defending your bona fides with new clients. Or, with an increase in referrals and inquiries, you'll spend less time prospecting for new clients.

While creativity in many aspects of our work is highly valuable, in choosing how best to demonstrate our expertise, it's advisable to follow a handful of well‐worn paths. There ...