How can you be perceived in your market as the best in your field? How can you get customers to come to you already expecting to write you a nice fat check? An example to prove my point: Let’s say you need to visit a surgeon to have something done. It’s important that you get it done, but this isn’t emergency surgery, so you have time to do some research. In your area are two doctors. The first is a little cheaper, and you can’t find anything bad said about him. The second, however, is an internationally recognized expert in the exact type of surgery you need done. He is a bit more expensive, …