In this episode Peter talks about what it means to become the expert in your market. In order to succeed in business, you must understand that, first and foremost, you are in the people business. Now that you are aware of that fact, you will, obviously, want to get people to know you, to like you, and to trust you. In all honesty, the end result is that you want to become “the go-to guy, gal or person.”

You want to become the trusted resource; the trusted expert who people seek out for advice, for information, and for resources.

Why is it important to become the guy, gal or person? Simple. It is the one thing that cannot be commoditized. Relationships are a very difficult thing to have as a black and white quantifier or qualifier. Relationships are much deeper than that. They are grayer. They give you more latitude. A relationship with a client affords you the opportunity for a conversation.