by Tony Vidler
There’s too much emphasis now placed upon “what you know“. I know…I know…heresy! I shall probably be crucified after a public flogging for saying it out loud….
But here’s a radical thought: most professional advisers today actually know enough. So enough already with the emphasis upon “knowing more and more” technical stuff.
One of best known truisms in business is “it’s now what you know, but who you know” – but somehow that is downplayed in the rush to be ever more technically brilliant. This is especially true in financial services and accounting where there has been so much emphasis in recent years upon attaining a level of technical competency that professionals are underinvesting in the “people side of the business”.
I’ll be the first to argue for the need for professionals to have excellent technical knowledge, and furthermore to be continually working on honing their craft and technical brilliance. However at some point there is “enough” base technical knowledge, so that it is no longer the most important area of focus for business development.
Your brilliance at networking will matter more.
In one of the most popular posts I’ve written we had a look at the lessons we can learn from the greatest salesman in the world (see Get More Clients Than You Could Imagine… if you missed it). The most obvious lesson was “Your success at networking makes a massive difference to how many prospects you have, and how many clients you can create“.
The greatest sales people, the greatest business builders and leaders, the political leaders…they all build careers and empires on the back of superb networking abilities.
Maybe it is a good thing for professional service businesses to focus upon building superb networking abilities and systems too.