Elevate Your Experts to Open Doors and Accelerate Deals
Establish credibility upfront by involving your trusted experts and authorities in your marketing, prospecting and initial meetings
Intent on establishing your company as a thought leader and setting the stage for powerful sales conversations? It’s not enough to just put anonymously authored content out into the world. You want to build momentum by elevating the experts in your midst.
People buy from people when the stakes are high and the investment is significant. They engage with and make commitments to people they trust. What does it take to build that trust?
The first step is to produce insightful perspectives that speak to the concerns of your prospects and address them at the right point in their buying journeys. The second, key factor in the trust building process is demonstrating that your company can provide reliable and valuable guidance.
Buyers value this role and the people who play it, particularly when they are making considerable investments in a solution with the promise of a significant business outcome.
That’s why it’s so important to build up your experts. They can help you open doors on higher floors.
Open Doors on Higher Floors
What does that mean? It’s increasingly difficult for regional or territorial sales reps to gain access to senior decision makers and influencers. Those people are unwilling to meet with people unless they feel the conversation will rise to their altitude – and address the concerns they experience at their level.
One CXO may be willing to meet with a fellow CXO, for instance. But will they meet with your sales rep?
Even if your brand has power and you have existing business with the prospect, you want subject matter experts that are respected for the value of their expertise involved in your senior decision maker communications.
That generally can go in two different directions: a market expert or a solution designer.
Accelerate Deal Cycles
A market expert has insight into the current trends challenging your prospect and the business problems experienced by peer companies. A solution designer earns respect for their insights into the various ways of solving a problem, managing partners, or integrating solutions.
Different specialists typically will be deployed at different stages of the decision process. At the outset of a deal, when it’s vital to clarify a potential problem and pin down its potential implications, a decision maker or influencer will expect to hear from or meet with a market expert. When it’s time to design a complex solution or merely scope out a potential solution, it’s time for a solution designer.
Do Your Experts have a Personal Brand?
Market and solution design experts can play a critical role in building confidence in a sales decision and the ultimate investment. Those with strong, recognized personal brands can be even more valuable in accelerating deals.
The question then is how to ensure your experts have a personal brand that is well recognized. Begin with a well-rounded, long-term campaign to build market recognition. Then, you’ll want to invite them into the content development process and ensure their names are associated with the various high-quality assets and events associated with the campaign – whether it’s a conference presentation, a webinar, a position paper, a video, or simply a blog post.
By personally branding your experts, you create new opportunities for your marketers to generate awareness and leads while creating new opportunities for your sales teams to get meetings that move deals forward.
Elevate your experts – and elevate your company‘s brand in the eyes of decision makers – to open doors and accelerate deals.
Interested in exploring how best to elevate your own experts and get more meetings at the level you seek them? Contact me to discuss your situation and let's start a new project together.