The Marketing Strategist:

Thought Leadership Selling: Not an Oxymoron?

July 18, 2013

Conventional wisdom says that thought leadership isn’t a sales tool. Rather, it’s about reputation and brand eminence. Thought leadership is top-of-the-funnel, awareness- and credibility-building content with a vision and viewpoint that resonates with customers and shifts their understanding of the challenges they face.

Or as one of ITSMA’s members told us last week, “The goal of our thought leadership program is to enhance our reputation. It’s not about selling.” The ITSMA definition of thought leadership appears to support his point of view:

“Ideas that educate customers and prospects about important business and technology issues and help them solve those issues—without selling.”

ITSMA research shows that customers want to talk to subject matter experts. Customers are gradually “sold” as they are educated by a subject matter expert. The problem is that most customers don’t get to talk to these experts. There aren’t enough to go around. In early-stage companies, anyone a customer talks to is an expert because a small core of founders does everything. As companies grow, silos emerge. Sales, marketing, and subject matter specialists form their own tribes. Customers who want insight and expertise often get pitches instead.

The term thought leadership selling was coined two years ago in the course of ITSMA research on sales enablement. It refers to the way buyers, especially buyers of B2B services, want to be sold to now—with compelling ideas. It’s a useful term because it links thought leadership to revenue. But it’s also easily misunderstood because “selling” brings to mind boiler rooms rather than conference rooms.

That’s what our ITSMA member meant when he said that his company’s thought leadership isn’t about selling. He’s right. Narrowly construed, it isn’t. But as part of the process leading to a decision to buy, thought leadership is very much part of selling. And although salespeople will never become pure subject matter experts, a little bit of expertise goes a long way—especially when true subject matter rock stars are in short supply, billed out to existing customers and wearing a dozen different hats.

How would your customers react if salespeople became subject matter experts in their own right? It’s not impossible. Becoming an expert is not an all-or-nothing proposition. Think of the one-eyed man—and remember that we’re all one-eyed men, flanked by the blind on one side and the fully sighted on the other. In some situations, your salespeople may already be subject matter experts. In others, a little help from marketing—a 15-minute presentation at the sales meeting, a script, a few slides in the deck—can help salespeople take the conversation further and build more credibility with customers.

Of course you can do a lot more to help salespeople elevate their conversations. The point is that there’s an entire range of subject matter expertise. Perfect is good. Better is best. To the extent you build bridges between full-blown thought leadership content and sales conversations, you’ll be helping salespeople become better at engaging customers.

Aristotle taught that persuasion requires credibility, logic, and emotion (ethos, logos, and pathos). Thought leadership selling provides all three: the credibility that comes with targeted knowledge, the logic of a resonant argument, and the emotional connection that comes with personal engagement. Helping salespeople achieve all three may be the highest form of sales enablement.

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