What's Your Expertise?
by Dr. Keith E. Webb

In the heart of London's financial district, I sat down with an executive coach. During the conversation I learned that he earns ten times the money other executive coaches receive. Knowing he's not a "big name" author or speaker, I asked him how he could charge so much more than others. The reason, he explained, is the expertise he brings to his clients.

He doesn't just coach. "Coaching is a commodity that a lot of people provide", he explained. "What I bring are results, real value, that comes from my expertise in business and as a coach."

A commodity is something that others offer, something good, but not uniquely you. Life coaching, leading workshops on team building, StrengthsFinder, DISC, or any other branded training are more of a commodity. Many people can reproduce something similar and deliver it. The determining factor quickly becomes price, convenience, or relationship. After all, why would someone ask Ms. Smith to deliver the same coaching if Mr. Jones is more convenient or cheaper?

Expertise is different. Leading with expertise is to offer your unique experience in a helpful way. Expertise is your calling and giftedness in action. It's the "good works" (Ephesians 2:10) for which you were prepared by God. However, it takes focus on your calling and discipline to develop your giftedness, often over a lifetime. As you focus and develop, your expertise emerges. That expertise is as unique as you are. Like the executive coach in example above, the best help you bring to people will flow out of who you are as you live out your calling.

Expertise Focuses on Results not Process
Expertise shows up in the way you present yourself to others. Expertise is best described as the result or benefit that you provide, not the process of achieving it. Commodities are often described as a process or a program.

Look at the following three examples of expertise and contrast it with a commodity or program. Which is more attractive to you?

Expertise: "We can help you reduce conflict on your field teams."
Commodity: We offer conflict management workshops.

Expertise: "I transform cross-cultural teams into learning communities to increase innovation, ownership, and enthusiasm."
Commodity: We have team building workshops.

Expertise: "We provide an accepting community for people to explore spirituality in ways that positively impact their lives."
Commodity: Come to our church, we meet at 11am Sundays.

What do you notice about each of these? Expertise focuses on benefits or results, not the process. In order to accomplish any of these you might use a bit of coaching skills, an assessment, or strategic planning tools, but that's not what you offer. You offer results, based on your expertise - the calling and giftedness God has equipped you with.

Of course you must be able to deliver the promised results. When you do, you'll really stand out from the crowd!

How About You?

• How would you best describe your calling and giftedness?
  
• In what ways does that prepare you to contribute to others?
  
• What are the expected results or benefits of that contribution? List them in as concrete and practical terms as possible.
• Restate what you offer others as a benefit statement, taking care to leave out the process of getting there.

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Copyright © 2010 Keith E. Webb & CRM

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Dr. Keith E. Webb is a trainer and experienced cross-cultural leadership coach helping organizations, teams, and individuals multiply their cross-cultural impact. Find free articles at http://www.CreativeResultsManagement.com.