Every speaker wants to know how to become a subject matter expert for their topic. Here’s the big truth these people aren’t realizing:
Regardless of what industry you are in or what expertise you have, you are the expert. The knowledge that you have is on a specific topic is valuable to someone, and that’s where true subject matter expertise comes in.
When I was 14 years old, my dad owned a home remodeling company. Every winter, I crawled under houses helping him repair frozen pipes that had burst. After a couple of winters, I had so much experience doing this, that I could do it in my sleep. So as a teenager, I my area of expertise was repairing ruptured PVC pipes.
After I graduated from college, my first real job was working for an oil company doing title work for mineral rights. Before long, I had not only gotten pretty good at it, but I had also trained a number of new people.
In my third year in the training industry, I generated a half-million dollars worth of sales for the first time. That same year, I also received a couple of awards for outstanding instruction.
It took me five years as an entrepreneur to attain my first million dollars. However, it only took about eight more months to generate my second million.
With each of these accomplishments, I became an expert of that specific subject. I had information that the general public didn’t have (even when my expertise was just repairing frozen pipes).
Don’t underestimate your knowledge—Your experience has made you the expert
One of my friends in college was receiving formal education to be an elementary school teacher, and she absolutely hated math. However, once she graduated, she found out that in the State of Texas, Math and Science teachers got paid an extra fee. This was because teachers with this expertise were in high demand. So, she decided to be a fourth-grade math teacher.
Those of us who knew her pretty well were laughing when we asked her about her career choice. For the three or four years that we had known her, she complained over and over about her math classes. These classes were her nemesis. After a little teasing from us, she replied by saying, “In order to teach fourth-grade math, I just have to be an expert at fifth-grade math.” That day, I learned a prophetic life lesson…
In order to be an expert at something, you just need to have a little more knowledge than your audience
To get a certain desirable outcome, you don’t need much education. Only the necessary knowledge in your topic of choice is required to be a good subject matter expert. For instance, let’s say that you are a restaurant manager whose hard work turned around a struggling location. How many other managers are there in the world who would want to hear how you did it? You’d be the expert at restaurant turnarounds (especially if you were able to do it a second or third time). Or, if you are a dentist who is really good at getting your patients to show up for every sixth-month check-up, then other dentists would pay dearly to figure out how you do it. Whatever you do on a day-to-day basis makes you the expert at that activity. You only need a deep understanding of the subject matter to show people before you how to take the next step.
This concept extends beyond technical skills and into everyday life. The average person, without knowing it, has spent hours of practice forming new skills in various areas of expertise. Consider a hobbyist gardener who has spent their own time learning to cultivate a rare plant species, or a parent who has found an effective way to teach their children about time management. Their accumulated experiences and unique strategies make them experts in those areas. Whenever people learn a particular subject beyond the basic understanding, they enter the role of subject matter experts. Sharing this knowledge can not only benefit others but also enhance their own understanding and appreciation of their skill.
Key Points to Remember:
- Expertise is Relative: Your depth of knowledge is measured relative to your audience. If you know more than them in a specific area, you’re an expert.
- Experience Counts: Real-world experience, especially in overcoming challenges, is a valuable form of expertise.
- Sharing is Caring: Sharing your knowledge in creative ways helps others and can also lead to a deeper understanding of your own skills.
- Diverse Fields of Expertise: Expertise isn’t limited to professional skills. It can include hobbies, life skills, and unique experiences.
Because you are the expert, you have credibility in the marketplace
I had been teaching communication skills at in-person workshops for about ten years, and I ended up getting a contract to teach presentation skills and leadership for members of the Associated General Contractors. After teaching classes for these member companies for a while, the participants began to think of me as being an expert in the commercial construction industry. Keep in mind that I had never once built a big skyscraper. In fact, I had very little hands-on experience in the day to day operations of general contractors. However, because I had worked with so many general contractors in that first couple of years, I had more expertise in the industry than other leadership and presentation coaches. I had developed a specialty, and that positioned me as a domain expert.
A friend of mine realized that every sales trainer targets car dealerships as potential customers. So instead, he decided to specialize in conducting sales training for salespeople who sell trailer houses. Since he had very little competition in this industry, he quickly became the go-to subject-matter expert in that specific field.
This demonstrates that expertise and credibility in a specific market niche are not always about having the most comprehensive knowledge but about understanding and addressing the unique needs of that niche. By focusing on a specific area and accumulating relevant experience, you can position yourself as a credible authority, even if your overall knowledge in the broader field is limited. This targeted expertise can lead to opportunities and recognition that may not be available in more saturated or competitive areas.
Key Points to Remember:
- Specialization Builds Credibility: Focusing on a niche can establish you as an authority in that area, even if you are not the most knowledgeable in the wider field.
- Market Needs Define Expertise: Understanding and addressing the specific needs of a market can make you a true subject matter expert.
- Experience Over Absolute Knowledge: Practical experience with a specific audience or industry often holds more value than theoretical knowledge.
- Identify Underserved Niches: Targeting less saturated or unique niches can lead to quick recognition and less competition.
Sometimes, This Expertise Comes as a Result of the Clients You Work With
One of my clients enlisted my help to guide several team members who were gearing up for what he termed a “shortlist” presentation. In this scenario, a selected group of proficient vendors vied for a substantial contract. While each person in the room had a deeper understanding of construction than I did, my years of experience in crafting and delivering presentations gave me an edge. Through my coaching, they were able to convey their message in a more seamless and impactful manner.
My repeated success in this arena, marked by a series of remarkable achievements, quickly positioned me as the go-to person for “shortlist” presentation training, carving out a new career path for me in this particular area.
Take a moment to ponder, “What am I truly exceptional at.” This introspection will illuminate your best practices and reveal your core competencies. Recognizing your own expertise is the first step; the rest follows more smoothly.
This underscores how hands-on client engagement and responding to their specific needs can cultivate expertise. By zeroing in on your strengths and applying them in real-world situations, you can establish yourself as one of the subject matter specialists in your field. Your expertise need not cover every facet of a broader industry; it should, however, offer considerable value in a targeted niche.
Key Points to Remember:
- Client Needs Propel Expertise Development: Close collaboration with clients and insight into their unique challenges aids in honing specialized skills.
- Emphasis on Strengths: Leveraging what you’re best at can distinguish you as an expert in your field. It also makes you a successful subject matter expert.
- Specialization via Practice: Consistently excelling in a particular area reinforces your niche knowledge, your reputation, and solidifies your expertise.
- Recognition of Expertise Through Success: Your track record of success and positive outcomes is vital. It helps being acknowledged as an expert in your target audience.