7 Goals of an Expertise Demo
You can hit several at once
I've started to write a book on this stuff. You can help here.
I've been talking about Expertise Demos for a minute.
I'd like to share what I think are the objectives of a good Expertise Demo
If you did not see my past posts on this, an Expertise Demo is a type of Workshop session that is designed to highlight precisely what your expertise is, how it relates to your clients’ challenges and how it can help them.
An Expertise Demo is to Expertise what a Tech Demo is to selling new categories of software.
Below there's a table I've created to compare “regular” workshops and Expertise Demos
First Principles
Generally speaking, there are 7 goals you can pursue with an Expertise Demo
Keep it easy and cheap to run at scale
Make prospects relate to your Expertise
Convey value of your Expertise through its impact
Create opportunities to sell other services of yours
Collect information and insight into your Ideal Customer Profile
Help participants make a case for hiring your services
Build a relationship with the prospect
Let me give you a couple of practical examples for goal 4.
I had a much larger table, with other practical things you can do, but dropping it here would tank my readership (you would not read through it, the algo's would pick up on it, my reach would take a hit, no one would ever find my work, I'd have to make a living from something else. You know how it is).
But rest assured, there are other things you can do to increase the potency of an Expertise Demo Workshop.
Something you can do right now
You can reply to this email and let me know if I'm taking crazy pills.
I've had people comment they don't like/get the idea of Workshops as an Expertise Demo. Maybe you don't either. Or maybe you love it, who knows?
And despite what this crusade of mine might suggest, I'm not married to the idea.
I'm putting it out there to collect feedback and see if it has legs.
In other news:
Here's a nut that I could not crack yet: Facilitation is extremely powerful for group work. A lot of work is done by groups. A lot of group work is shitty for predictable and avoidable reasons. But people just assume that it's the way things are supposed to be. Hence, people with this problem do not look for a solution.
It's frustrating.I've updated some resources on my personal website. Books and other recommendations, mostly.
This was an eventful week for great chats. Recorded two more podcast episodes too.
On Linkedin, some of the posting was a bit ad-hock-ey but theres's good stuff
I'll be speaking briefly at the All-In Agency Summit. It was great to have friends recommend me to it and see it starting to take shape. Thank you
!I've shared about some of the work I used to do a lot of around sketching out keynote presentations.
I've pointed out smart things that Mike Grinberg did in his Workshop, that really set it apart.
I've suggested a couple of ways you can be helpful to clients that need to make tough decisions.
About the podcast, still need to edit all the episodes I've recorded. But I quite liked using Riverside.FM so far. Decent.
I've started to write a book on this stuff. You can help here.