The Nuts and the Bolts

Last week I wrote “… our secret sauce is our professional reputation. In simple terms, the very best clients for each of us are those we are uniquely enabled to serve, and they will come to us because the word is out that we have the exact solution they need.” So now the question is, “How do I get the word out there?”
Creating, developing, and honing a professional reputation is a lot of work, but like everything else worthwhile, it helps if you understand why you are doing it, proceed methodically, and patiently cultivate it month after month and year after year.
The following list is far from exhaustive, but gives an idea of the kinds of things we can do to establish and burnish our professional reputations.

Doing. It goes without saying that the essential building material of reputation is simply the execution of your art. Because it is your hallmark, it’s critical that you execute to the best of your ability, ensuring the safety and satisfaction of each client. Even when nobody’s looking.

Writing/speaking/publishing/sharing/exhibiting/demonstrating. All of these are ways to demonstrate that you have unique expertise. Moreover, they demonstrate that you are able to articulate your expertise, which is a very good sign you know your stuff.

Giving it away. Not all your writing or speaking will be gratis, but all of the really strong professionals give away high value ideas in their offering. They’re not stingy, because they don’t need to be. They’re smart and capable, and there’s lots more where that came from, so they’re glad to share. By sharing ideas and solutions, you demonstrate your status as a leader in your field.

Curating. Not everyone is a gifted writer or speaker, but if you are truly leading edge in your field, you are going to be reading, listening, and analyzing extensively. As a result, you personally become something of a knowledge base in your field, and that becomes your edge. By collating, analyzing, and sharing the latest and the greatest in your field, you become recognized as the guru at the centre of things.

Proposing/Conjecturing/Solving. There are risks, of course, in proposing solutions to professional conundrums, but a carefully reasoned discussion of a well-known thorny issue, together with a pragmatic suggestion for solution, will elevate your reputation amongst your peers, and most of them have opportunity to refer clients who don’t fall within their realm of expertise.

Leaning in to your Professional Association. There’s nothing quite like getting involved in your professional association to develop networks with your peers, and they get to know you and your strengths. And then they refer, generally quality referrals. As time passes and you take on responsibilities, your name is mentioned in the professional context more often than you may imagine.

Collaborating. Seek out opportunities to work with the best, including the best in adjacent professions. If you’re an accountant and your client is acquiring another business, make sure that their lawyer sees it as a team endeavour. This is good for the client, but it’s great for you, as the lawyer gets to see your strengths in action.

Teaching. Nothing makes you look more professional than teaching your subject matter expertise. But the hidden secret is that nothing teaches you the fine points and the intricacies of your art quite as much as having to teach it to someone else.

The foregoing are just a handful of the more obvious ways you can establish and burnish your professional reputation.

If you’re tired of the advertising rat race or chasing your tail at meet-and-greet events, give me a call– I’d love to chat.