If you are reading this, you likely are either an expert yourself, or you are tasked with helping the experts around you—and your firm—grow. Of course, we can define growth in different ways: added personnel, greater revenue, higher profits and new markets entered, to name just a few.
But individual experts can grow, too. And as they grow, they can have a significant impact on their firm’s fortunes. At Hinge, we call these growth-oriented individuals Visible Experts®.
Five Levels of Visible Expertise
In our research into Visible Experts, we identified five levels of visibility.
Level 1: Resident Experts. These individuals are appreciated within their firms, and clients respect and rely on them. But beyond those boundaries they are virtual unknowns.
Level 2: Local Heroes. When experts get active in their local business communities, their horizons expand, especially if they use their outreach as an opportunity to educate their audience. They may speak at business events, write blog posts or conduct webinars. And they may even attract a few new clients.
Level 3: Rising Stars. Frequent writers and speakers on their area of expertise, these individuals are relatively well known among peers in their region. They can bring in excellent clients who are willing to pay more for their perceived expertise.
Level 4: Industry Rock Stars. Every industry has a small cadre of these. They are the experts who keynote major conferences across the country and are quoted in top media publications. Because they attract the best clients and can charge top fees, these high-profile stars are key players in their firms.
Level 5: Global Superstars. These are the elite experts, and their reputations often extend around the globe. No longer niche players, they are broadly associated with their industries — and some are even recognized by ordinary people. These superstars command ultra-premium fees and are in high demand.
Not everyone aspires to world renown, so it’s perfectly normal to stop at Level 2 or 3. But Level 4 is where things get interesting. The chart below shows how each level translates into additional earning potential (the baseline represents the average professional).
The key takeaway from this data is that Visible Experts can command higher fees than ordinary experts. And as your visibility grows, so does your earning potential.
But that’s not where the good news ends. Through a process called the halo effect, Visible Experts transfer much of their luster to their firms. If buyers have strong, positive feelings about an expert, they are likely to have similar feelings about her firm. In this way, Visible Experts can benefit their firms in every category that counts, including growth, reputation, fees, partnerships and closing rates.
The evidence is unequivocal. Visible Expertise is good for business. And we believe it’s one of the most powerful ways to turn a low-performing firm into a formidable player in your industry.
