Buyers Want to See Subject-Matter Expertise
You wake up late for class. Today you have to debate in front of 27 of your peers and a professor who can be demanding. You took this lightly, assuming your general knowledge of the topic, which is considerable, would get you by. On the way to class you get a text from the roommate of the person you will debate. She lets you know that person spent parts of the last 79 days looking up information on the internet on this topic. Do you still feel as confident? Raring to go?
Fortunately, it is just a dream. You’re not in school anymore. Or are you?
Research by GE Capital found that 81% of buyers research new types of purchases on the internet before walking into a store. They also found that for purchases the buyers considered significant, they spend parts of 79 days gathering information before starting the final purchase process. Even smaller shopping trips can involve many hours of looking at on-line information.
You can show subject matter expertise in a number of ways. Infographics are one. White papers, case studies, educational modules and articles are others.
This research may or may not apply, strictly speaking, to your small business in the Tucson and Oro Valley metro area. However, it points out something that should be of universal interest to everyone selling products, services or operating a business.
Most purchasers become informed well before they ever contact you directly or walk into your building. In fact, your business may be screened out of the process simply because your subject-matter expertise is not available to be found.
Because of that, becoming viewed as a subject-matter expert helps you in at least three ways:
If you want to be in on the research process buyers are doing, you have to have information available in forms and places it can be accessed.
To be incorporated into their buying routines, you need to show your expertise in the subject matter and help to provide education that shows how your solutions are applicable. (Or help the buyers turn elsewhere if they are a poor fit with what you have to offer. Studies show about half of leads salespeople are working at any given time are a bad fit. The same probably applies to people you bring to you through information in marketing and advertising.)
By providing plentiful education and information, you can build a bridge with customers, prospects and other potential buyers by showing, not telling, how your qualifications can match their needs. Or the features and benefits of the products or services you offer.
When you create resources showing your subject-matter expertise, they can be linked to for future use in emails and presentations unrelated, creating a compounding effect to your outreach.
One of the areas we enjoy most is helping people bring their unique solutions and expertise to light through storytelling and creating educational resources. If you are interested in a program of relating your SME, we have a plan here.