They Ask, You Answer, 2nd Edition

20 Using Reviews to Establish Yourself as an Expert

Now that we’ve discussed how to build your referral network and industry authority by writing review-based content, let’s look at an even more unorthodox (and shocking to some) approach to building your brand and business—one that demonstrates the essence of They Ask, You Answer.

Have you ever had a prospect say: “We like you, and we expect we may do business with you, but in case we don’t, is there anyone else you might be willing to recommend?”

If you’ve been in business long enough, you’ve likely heard this question before. You also most likely know that when most companies receive such a question, the natural response is, “There is no one quite like us!”

When someone responds with a statement like that, you and I both know that the person asking the question is going to think, “Oh, come on. Seriously?”

Once, during my final year of selling swimming pools, I spent about two hours in a sales appointment with a couple. When I had finished giving them my proposal they said: “Marcus, we really like you a lot. We do. And we think we’re going to use you. But hypothetically speaking, if we don’t use you, who would you recommend that we use?”

Alas, the last thing you want to hear as a salesperson.

That night, I did not earn their business. But I did have a long drive home. And on that drive, I thought a lot about that question, as well as our rule of They Ask, You Answer. Upon reflection, I said to myself, “Well, if they asked ...