How to sell your expertise online: Basics


Do you love traveling? Imagine that you do. Imagine you decide to book a hotel for your trip with booking.com. You go there, you find a hotel with a great rating/price ratio. You open the profile of the hotel and find out that the profile is empty. Or not, not empty, it states only “This hotel is great. Visit our website to read more at ourhotel.com”. What do you do?

Show it completely or don’t do anything at all.

What I described above applies to almost every marketplace. Of course, it’s great to be short and intriguing in some other place: Twitter or Facebook where you are not expected to sell. But on a marketplace, you are expected to sell. People come there in order to make a buying decision. Therefore, when a trainer asks me how to sell their expertise online on Panda, I reply first of all: write your profile properly.

This sounds so simple that it might seem unimportant. Yet it is. The idea is basic and fundamental. Everything you put online shapes how people perceive you.  

What should the message be?

Don't just make it clear, redefine your message to your target audience

These are some marketing basics to consider.

  1. Who is your audience? Who is going to read that website, blog or listen to that podcast?
  2. What’s your goal?
  3. What’s relevant for your audience? What will attract them? Why would they make the buying decision?

Answering these questions will help you clarify the message for yourself and for your audience of potential clients.

Another little trick I found out about recently from my friend, Hanna Petrachenka, who is a Ph.D. and a journalist in Belarus, is to try and use as least symbols per idea as possible. This minimalism is a common skill for all the journalists. Why? Nowadays people want more information with less time. The more ideas there are, the more interesting the text is. The attention span is limited. If you can tell something quickly in simple terms it means you can have another shot by moving on and telling something else instead of collecting all the eggs (seconds of attention) in one basket (idea). It doesn’t mean necessarily using fewer sentences, but it means cutting on unnecessary things. I.e. writing “Ph.D.” instead of “Doctor of Philosophy” - as simple as that!

Where?

Choosing where to promote yourself is rather important

Finally, where do you promote yourself? Where are your customers? And when are they more likely to receive the information positively?

There are a hundred ways to do promotion. One thing I suggest you do is to sit down and write 100 ideas of how and where you could promote yourself. Yes, all 100. The point is not to stop at 10. If you try hard enough, you will be surprised about your own creativity.

One idea I can give you is to check a marketplace. What helps there is that client are willingly coming to a marketplace in order to make a buying decision so the context and timing are always right! Nowadays, there is a marketplace for almost everything, from hotels to cooking chefs. If you are a trainer, coach or consultant, I would invite you to look at Panda: Corporate Training Marketplace.

Hope that at least some of these ideas will help you! What’s your experience with online sales? What would be your advice? Please, feel free to comment.

Dima Syrotkin, CEO at Panda Training Oy