![]() If not thought leadership, what can cause a shift from “nice-to-have” to “must have”? Build Commercial Insight But the result is also a customer who is now even more overwhelmed with information much of that information being “nice-to-know” and leading to a perceived offering that is only nice-to-have. It’s sharing a future state idea that serves to make the seller look smart and endear himself/herself to the customer. Why is that? Because, thought leadership is so often teaching just for teaching’s sake. ![]() If it’s the third, it never will – not in today’s environment. This begs the question, “what is the goal of thought leadership?” To establish credibility? Build rapport? Increase sales? If it’s only the first two, it can likely get you there. “How do we respond to these changes to get attention?” “How do we flex to a more informed buyer?” As a reactive solution, many organizations double down with more of what they already provide – “thought leadership” – and hope they just might get lucky engaging customers with it. Customers are engaging later in their buying journey, bringing more stakeholders to the table and spending less time with sellers.Ī few key questions come up frequently. Today’s sales leaders and marketers spend a great deal of time discussing the changes in customer buying behavior. ![]()
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