Being a business professional is much like being a rock star: If you make great music, your audience is going to like you.

However, if you give them much more than just the music – such as an engaging performance – chances are they are going to love you.

How does this apply in the business world?

In a strange type of way, you’re technically an entertainer.

The only difference is your form of entertainment centers on your area of expertise. Just as a rock star uses his talents to engage his audience, a business professional uses his talents to engage his clients.

It’s all the same. You’re the performer, and your clients are the audience.

You have an audience because of what you do. They listen to you, they trust you, and they value your opinion. They become fans. They tell others about you.

Most importantly, if you are being a good “resource” to them, they’ll keep coming back to you for more of what you offer.

Being a good resource can be the difference between being looked upon as a service “provider” or a service “expert.”

When we think of experts, we think of someone who is very knowledgeable in their chosen field. An expert not only knows everything there is to know about their field of business, but they stay informed about what’s related or adjacent to their field, such as what their own competitors and their clients’ competitors are up to and what new trends are impacting their industry and those of their clients.

More importantly, a real expert knows their audience.

A great rock star also knows the musical tastes of his audience. He knows what makes them dance. He knows what makes them react. He knows how to be a resource for what they need.

Even the greatest rock star must continue learning and improving understanding of his audience.

Why? As time passes, the needs and musical tastes of his audience will evolve. If he doesn’t evolve along with them, he will most certainly lose them at some point to the next big thing.

Ever heard the phrase “knowledge is power?” Well, it’s true.

Think of your biggest client. Now think back to when they were just a prospect.

In order to land them as a client, you had to learn as much as you could about them in order to present them with the proposal that would eventually change them from prospect to client.

Once they become a client, it’s time to learn even more about them.

Just as your industry will eventually change, so will theirs.

Regardless of the product or service you offer, it took knowing your clients to get them.

Now, it takes knowing them to retain them.

Myron Mays, Account Strategist at RedRover Sales & Marketing Strategy, can be reached at www.redrovercompany.com.