One of the key ways to keep your competency on track is to be a lifetime learner. We consider others to be competent when we see them continually learning and advancing their training and education. I can remember going to buy computer products and discovering that I knew more about the product than the sales reps did (and I didn't know much). In an attempt to cover up their lack of knowledge, these ill-informed salespeople tried to bluff their way through my questions. If they had kept themselves educated about the product, the field, and the industry, then they would not have lost my trust in them as competent professionals—and they would not have lost a customer. Learn to become the best in your field. Demonstrate you know your area of expertise. You should know more about your subject than 99 percent of the population.

The following are some specific ways you can gain and strengthen your competence, both actual and perceived:

• Degree(s)
• Professional standing
• Affiliations with respected organizations
• Publications
• Referrals
• Endorsements
• Reputation
• External surroundings
• Definite opinions
• Testimonials
• Passion