Sell your expertise, not your products

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B2B buyers don’t want to hear about your products – they want to know how you can help them solve their business problem. The best way to do that is by demonstrating your company’s expertise and experience of addressing other clients’ issues. Good thought leadership will show them that you understand the market and have the knowledge and expertise to solve even the thorniest business issues.

4. Include calls to action
Thought leadership should influence and inspire action – not just describe a situation. You can make this easy for your audience by including clear calls to action, and ensuring that you can handle these effectively as a business.

5. Engage your internal audience
It’s impossible to use thought leadership to increase your revenues if you don’t involve the people who sell to your clients. This means it’s essential to get your business development team on side.

We recommend that this is done as early as possible in the process: secure their buy-in at list of honduras cell phone numbers the start of a thought leadership project, and they will feel engaged and more likely to support it. If you hand them a completed report without having asked for their input, then they are much less likely to get behind it.

6. Make it easy for your sales teams
B2B sales executives are typically hungry for content that can help them initiate and maintain conversations. But that content has to be readily available and presented in a format that suits their needs.

Remember that while thought leadership is a conversation starter, it won’t close the sale on its own. A ‘sales enablement toolkit’ that brings together the thought leadership report, introductory emails, bite-sized articles, presentations, call scripts and other assets will help to arm your sales team with the ammunition they need to hold conversations – and will ultimately lead to higher revenues.