I’ve written before on the benefits of becoming a Visible Expert® and how to become one. But what does it mean to be one?

Let’s begin by exploring different types of buyers, and why they seek out experts in the first place.

Companies use a number of criteria when selecting service providers. And of course, not all buyers use the same criteria. We’ve identified three types of buyers and their motives:

The Bottom Feeders. These buyers are very price sensitive and will always choose the lowest-cost option. They tend to have very low standards and unrealistically high expectations. They rarely make good clients unless your firm is optimized for delivering commodity work at bargain-basement fees. This type of client does not value true expertise and prioritizes cost over all other factors.

The Fence Sitters. This type of buyer lacks confidence in its ability to find the best option to solve their problem. Often they have been burned by a poor choice in the past. Their solution is to cast their net widely—often by sending out an RFP (side note: not all RFPs are created equal. When handled with thoughtfulness and sophistication, the RFP process can be very rewarding to all parties)—to solicit as many options as possible, under the belief this will make their choice easier. In fact, it becomes much harder. The chances of making the wrong decision grow in proportion to the size of the vendor pool. These buyers try to balance cost and expertise. More often than not, they reflexively throw out the high and low bidders and pick an option in the middle. What they tend to get is middling results.

The Expert Seekers. For most firms, this is the ideal buyer. They understand the value of true expertise: a partner who already knows their industry or problem and is equipped to solve it quickly. These buyers are willing to pay a premium for an exceptional outcome and experience. So they seek out the best, often looking for the experts or firms that write or speak with the greatest authority on the topic. It’s not uncommon for these companies to reach out to just a single service provider or expert.

In short, better clients are better attuned to expertise. That’s why making your expertise both visible and highly respected is so important.

But what does it mean to be a Visible Expert?

The first answer is obvious. You have to be really good at something. That means you know as much or more about a subject than almost anyone. And the narrower and deeper your expertise, the fewer professionals in your field can match your knowledge and relevant experience.

Second, you have to act like an expert. When you are in front of a client, you present your knowledge and advice with confidence and in a differentiated manner – meaning other agencies can’t quite replicate your delivery style and impact. When confronted with an objection, you can deliver a sound, well-reasoned response. As soon as you start taking orders from the client, you are lost.

Third, you have to be able to be a clear thinker and communicator. You must be able to explain difficult ideas in easy-to-understand language. And to become broadly known—to generate a following—you will find yourself becoming a teacher. I don’t mean you will teach at a university (though some do). Instead, you will become known through your writing and speaking. You might write the authoritative book on your field, or you might blog. Either way, you are freely giving away your knowledge to build a loyal, trusting audience. Some of whom will eventually hire you.

What’s your firm’s strategy to attract the best clients? If you are taking an expertise-based, thought-leadership approach you may be on to something!