On Being the Go-To Expert

One of my clients is a talented photographer.  She specializes in photography of events.  She gets much of her business from other photographers!  Would someone send business to a competitor you ask?  How can that be?  When you develop your expertise and let your colleagues in the same industry know it, they are very likely to refer you when they are approached by a client looking for something specific.  They are likely to say, “the expert in the field is Jane Doe.  I CAN do that type of work, but it is not my specialty.  If you want the best, call Jane.”   My client has marketed a lot to her fellow photographers so they know exactly what she does and she reciprocates; she sends her colleagues referrals into their specialties as well.  Don’t be afraid to claim your expertise or to claim your niche.  It will reap benefits!!

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