Avionics News November 2013 - 58

series

BUSINESS BASICS
B Y

G R E G

L A S L O

Expert Advice

How to Leverage Your Knowledge to Make Your Shop Stand Out

A

ccording to an old maxim, an
expert is anyone who's at least
50 miles from home.
This is hardly an endorsement for
collecting a career's worth of wisdom
about your business - the very things
that make customers want to work
with you. Fortunately, times have
changed. And today, experts aren't so
much punch lines as business people
who use their knowledge to boost
their marketing efforts.
Indeed, these folks know something important. No one likes a hard
sell, so by standing up and sharing generously of their expertise,
they can cultivate relationships with
prospects willing to pay for more. If
you're looking to attract customers to
your avionics shop, it's a stand you
could make, too.
You have never had so many options
to show off your knowledge in front of
potential customers, and each one will
contribute to a reputation that leads
them to your hangar doors. All you
need to do is go this extra mile and
deliver a message with value.
STANDING OUT
You certainly have expert-level
knowledge of any number of things.
58

avionics news

*

november

2013

There's the avionics sales, service
and installation side of things, but
there's potentially a trove of business
operations, management and leadership, and even science, technology,
You have never had so
many options to show off
your knowledge in front of
potential customers, and
each one will contribute
to a reputation that leads
them to your hangar doors.
All you need to do is go
this extra mile and deliver a
message with value.

engineering and math education you
can mine, if you're so inclined. This
means you get to decide what you
want to say, whom you want to talk
to and how you'll share your knowledge.
"Expert" expert Jason Dorsey suggested in Success magazine that it has
never been easier to market knowledge; if there is a secret, you need a
proven solution to a clear, measurable
problem, and it's what you do every

day of your professional life as you
work diligently, rethink results, learn
more and repeat. In time, you've
refined what works, whether it's
smoothing the sales process, tackling
a tricky installation or managing a
diverse workforce. You just need to
package it.
What, specifically, you would say
depends on what you want to be
known. As a shop owner or manager, you want to promote what you
do, what problems you solve for
aircraft owners and the products or
processes that make your business
unique. Conversely, if your mission is
to share your business moxie with the
industry as a sage or mentor, you'll
want to share your plan, cause or
vision that guides us into the future.
Consider, too, whom you should
address. Whether you're trying to
build your shop's reputation or your
own, speak to your target market
and its specific needs and desires,
whether with aircraft operators or
other groups that want your advice.
Go find them, or at least make it easy
for them to find you.
The mechanism is called a platform, according to Michael Hyatt, a
former publishing executive, speak-



Avionics News November 2013

Table of Contents for the Digital Edition of Avionics News November 2013

Point of Communication
AEA Now
The View From Washington
International News and Regulatory Updates
Mid-Continent's New True Blue Power
Member Profile
Counting Beans
Avionics News Through the Years
Aviation Aces
AEAviators
A Conversation With...
Member Profile
The Team Effort Behind TSSA
Audio Panels in the 21st Century
Business Basics
Jeppesen Makes Headlines at AirVenture
What's New
Marketplace Classifieds
Avionics News November 2013 - Intro
Avionics News November 2013 - Cover1
Avionics News November 2013 - Cover2
Avionics News November 2013 - 1
Avionics News November 2013 - 2
Avionics News November 2013 - 3
Avionics News November 2013 - Point of Communication
Avionics News November 2013 - 5
Avionics News November 2013 - AEA Now
Avionics News November 2013 - 7
Avionics News November 2013 - 8
Avionics News November 2013 - 9
Avionics News November 2013 - 10
Avionics News November 2013 - 11
Avionics News November 2013 - 12
Avionics News November 2013 - 13
Avionics News November 2013 - The View From Washington
Avionics News November 2013 - 15
Avionics News November 2013 - International News and Regulatory Updates
Avionics News November 2013 - 17
Avionics News November 2013 - 18
Avionics News November 2013 - 19
Avionics News November 2013 - Mid-Continent's New True Blue Power
Avionics News November 2013 - 21
Avionics News November 2013 - 22
Avionics News November 2013 - 23
Avionics News November 2013 - Member Profile
Avionics News November 2013 - 25
Avionics News November 2013 - 26
Avionics News November 2013 - 27
Avionics News November 2013 - Counting Beans
Avionics News November 2013 - 29
Avionics News November 2013 - 30
Avionics News November 2013 - 31
Avionics News November 2013 - 32
Avionics News November 2013 - 33
Avionics News November 2013 - Avionics News Through the Years
Avionics News November 2013 - 35
Avionics News November 2013 - Aviation Aces
Avionics News November 2013 - 37
Avionics News November 2013 - 38
Avionics News November 2013 - 39
Avionics News November 2013 - AEAviators
Avionics News November 2013 - 41
Avionics News November 2013 - A Conversation With...
Avionics News November 2013 - 43
Avionics News November 2013 - Member Profile
Avionics News November 2013 - 45
Avionics News November 2013 - 46
Avionics News November 2013 - 47
Avionics News November 2013 - The Team Effort Behind TSSA
Avionics News November 2013 - 49
Avionics News November 2013 - 50
Avionics News November 2013 - 51
Avionics News November 2013 - 52
Avionics News November 2013 - 53
Avionics News November 2013 - Audio Panels in the 21st Century
Avionics News November 2013 - 55
Avionics News November 2013 - 56
Avionics News November 2013 - 57
Avionics News November 2013 - Business Basics
Avionics News November 2013 - 59
Avionics News November 2013 - 60
Avionics News November 2013 - 61
Avionics News November 2013 - Jeppesen Makes Headlines at AirVenture
Avionics News November 2013 - 63
Avionics News November 2013 - 64
Avionics News November 2013 - 65
Avionics News November 2013 - What's New
Avionics News November 2013 - 67
Avionics News November 2013 - 68
Avionics News November 2013 - 69
Avionics News November 2013 - Marketplace Classifieds
Avionics News November 2013 - 71
Avionics News November 2013 - 72
Avionics News November 2013 - Cover3
Avionics News November 2013 - Cover4
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