You’ve seen this trigger a gazillion times. Whenever someone proclaims him or herself an expert, guru, maven, or coach, or appends a series of letters to their names–Ph. D, BSc, DVM, DC–we tend to lend more credence to their comments and proclamations. We immediately assume that they probably know more about a particular subject or discipline than we do. It’s part of human nature to defer to the wisest owl in the tree a lot of times, since none of us can be experts on every subject under the sun.
Business people and entrepreneurs have trotted out their authority in lots of ways, including writing books and articles, speaking in public, and acting as mentors and/or consultants to their power partners. Parents exert their authority when they correct their children. Law enforcement officers exert their authority when people break laws. The IRS enforces tax law. The list goes on.
Most people get a sense of “I’m not in this quandary alone” when they know they can reach out and pick someone’s brain who is better-versed in an area than they are. Non-techies love to have a techie around that they can count on to keep them from making mistakes and bad decisions. Small businesses and entrepreneurs love having accountants who can crunch the numbers for them. You get the idea.
In what area(s) are you an authority?
If you offer a product or service, or if you have a cause that’s dear to your heart, you’re an authority–or you should be. (Again, as mentioned in an earlier blog post, if you aren’t passionate enough about what you offer to become an authority on it, you need to start looking for another way to make a living, because you’ll hemorrhage customers left and right if you appear clueless or apathetic.)
Use your authority to establish your chops. You don’t have to bludgeon people with it; you just have to recognize what it is and then use it with integrity.
I have seen and read about people who have played the authority card in bogus situations. I think it stinks and is a primary reason why buyers are becoming less inclined to feel confident when people label themselves life coaches, diet gurus, and other self-proclaimed experts. (Always ask for the credentials and testimonials of service providers who proclaim themselves experts, folks!)
Only claim authority where you legitimately can. People who abuse this trigger have less integrity than you’re looking for.
Dress the part, too. Unless you’re the creative Hollywood type (Steven Spielberg was dressed in fashionably-holey jeans when I saw him on the lot)–and even if you’re the creative Hollywood type in a professional, public setting (Spielberg wore a tux to the Oscars)–be aware that others judge you on your appearance. Smell and look good. Consider how you take stock of people in public and business settings.
You probably rarely need to dress to the nines, but dress respectfully. If you do, the sense of authority that you telegraph will improve your outcome.
