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Fruchtman Marketing has worked with many of the finest retailers, manufacturers, designers, importers, vendors, and trade organizations in the jewelry industry. Are you ready?
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What Makes An Expert An Expert?

What Makes An Expert An Expert?

Many of you might be heading to a jewelry show in Chicago and even more will be heading soon to Las Vegas. There you will find some educational offerings. Some will make attending these offerings part of their journey and for those that do, perhaps there is an important question you need to ask yourself: What makes this presenter an expert?

Sure, we can all get wrapped up in clever presentations and great talkers. But, when it comes to your business and actually relying on the information presented, perhaps you need to do your own due diligence.

Let’s look at the pure definition of expert:

An expert is someone widely recognized as a reliable source of technique or skill whose faculty for judging or deciding rightly, justly, or wisely is accorded authority and status by their peers or the public in a specific, well-distinguished domain. An expert, more generally, is a person with extensive knowledge or ability based on research, experience, or occupation and in a particular area of study. An expert can be, by virtue of credential, training, education, profession, publication or experience, believed to have special knowledge of a subject beyond that of the average person, sufficient that others may officially (and legally) rely upon the individual’s opinion.

Some experts may hold some of the above traits. Others may hold all. There are actually some so-called experts that hold none. Some write books, which are self-published. Some pay for sponsorships and advertising, affording them the opportunity to speak and pontificate, which by no means makes them an expert. Some use their speaking platforms to sell themselves or specific products, which may make them smart, but by no means makes them an expert. Some have attended well-respected schools or have letters after their names, which may make them smart (and certainly well educated), but by no means does it ensure them as an expert.

As consumers, we all look for experts. In the jewelry retail world, it matters if there are a few letters after your name or you’re credentialed to some degree. That might not make you a great salesperson, but it will set you apart. Your knowledge of the product matters. Continual education and a honing of your skills will eventually make you an expert.

In the field of advertising and marketing, clients look at our body of creative work, but what really matters are net results. Not with one or two clients, but your total track record. After all, you are placing your ship in the water and hoping someone will steer it in the right direction. And, as you all know, the waters these days can be pretty rough. So, are you selecting a captain of your ship without asking some important key questions? How many years have you been doing this? What do you know about our business, specifically? Strategically, what needs to be done to get me from here to there? What are your results? Then ask yourself if you’re willing and ready to listen and learn.

Talkers can talk, but that doesn’t necessarily mean they can walk the walk. And it doesn’t mean by any means they are experts.

Want to run not walk? Visit our website at fruchtman.com. You can also contact us at suits@fruchtman.com or by phone at 1.800.481.3520.

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