What have you done for a long time or studied and know a lot about?

After Susan became clear about who she is, I asked her to think about what she knows a lot about.   When prompted, she admitted that she knew a lot about how people behave when receiving a cold call. She knows the words that open the door and how to put people at ease. She understands when to call and what to say.  She had done it for so long that it was like second nature to her. She had also successfully trained dozens of past employees in these same skills.  People came to her not just to make these calls for them but also because she had a reputation as a person you could trust to help build these skills.

Have you been in your business for so long that you can do it with your eyes closed? It can often feel this way as well when you have been in a course of study for a long time. For you it seems like breathing. You can’t recognize that other people haven’t a clue as to what you are talking about.

  • Customers say you’re an industry expert.
  • People ask you for your help and offer to pay you for your advice.
  • People are helpless without you.
  • Customers refer friends when they have complicated problems.

Believe me when I tell you that I am overwhelmed like you and if you can make my life simpler at the moment I need you AND I don’t have to do it myself. I’m putty in your hands.

What if you could take what you know really well, that which may or may not be obvious, and you could sell it?  When you can articulate what it is and then dumb it down—way down—so that even a simpleton like me can understand it, you are onto something.

Here are some other examples I’ve seen of people’s expert skills that have great value. They are as broad as they are simple, and we need them.  Consider:

  • A carpet cleaner helps people with difficult and immediate spot removal.
  • A mortgage broker helps people who lost homes to buy again.
  • A bookkeeper teaches QuickBooks to other bookkeepers.
  • A veterinarian gives blow-by-blow surgical procedures.
  • A landscaper shows how to plan backyard spaces.
  • A plumber shows how to unclog a drain.
  • A Web designer teaches others to make their own websites.
  • A business coach teaches how to create a business that runs without you.

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Ruth Schwartz

Ruth Schwartz is the author of "The Key to the Golden Handcuffs". She is a high performance business consultant and leadership coach. Connect with Ruth to participate in the conversation. Google+, Facebook, Twitter, YouTube .