9. Subject Matter Experts Open Doors
I noted in my 2017 Trends article that subject matter experts (SMEs) are the new rainmakers. As technology continues to expand and disrupt industries, companies and clients rely more and more on SMEs to educate, guide and advise. Whereas your client can get information about your company’s products and services on your website, they can’t figure out how your solution might fit their needs.
SMEs provide a valuable resource to discuss industry trends, share best-practices, and delve into detailed discussions about how one solution might perform better than another. Whereas traditional sales professionals have noticed increased challenges in getting in front of customers, SMEs are welcomed into the room with open arms.
This leads smart companies to take two critical steps: 1) Provide training and support to SMEs to help them navigate complex sales environments; and 2) Develop expertise in their sales organizations to build industry or application expertise within traditional salespeople focused on customer results vs. product sales.
With SMEs, businesses must place a premium on proper lead qualification and narrow focus on the right opportunities to make efficient use of scarce, yet highly effective resources. SMEs won’t tolerate wasting time pursuing bad opportunities. And they don’t want to waste time on paperwork or administrative duties that will take time away from serving their clients.
Top companies will continue to put SMEs in a position to open doors and entice interest. Forward thinkers will plant seeds for their sales teams to develop subject matter expertise in specific industries.
Altman, I. (2018). The Top 10 Business Trends That Will Drive Success In 2018. Retrieved from https://www.forbes.com/sites/ianaltman/2017/12/05/the-top-business-trends-that-will-drive-success-in-2018/#3038465701ad
