At a recent financial planners’ conference, the speaker asked the crowd, “How many people think Suzie Orman is an expert?” and nary a hand went up. Then she asked, “How many of you are making as much as Suzie Orman?” Again, no hands. Therein lies a lesson for anyone running a business.
Suzie is no idiot. I admire her for her ability to make complex financial topics simple (sometimes too simple) and I completely agree with her message to align your finances and your spending with your true aims in life. She’s brought these issues in front of many people who are deeply troubled by the consequences of their bad choices and are seeking a way to change their path and achieve their dreams. That’s what financial planning is all about. Sometimes Suzie is a little off the mark, and doesn’t quite get her facts correct. That’s why an individual financial planner that knows your particular situation and stays up on the latest in the industry can be more valuable than a television personality.
However, Suzie’s value to the small business owner is more in her technique than her advice. That is, don’t be afraid to trumpet your message. If you know something about your field, don’t be afraid to tell people that you know—your education and experience DOES make you an expert. Your customers and clients are looking for authoritative answers, and you are the one to give it to them.