What is it? A thought leadership selling program supports your salespeople with a sustained stream of education and advisory content that differentiates your sales model, drives repeat sales calls, and delivers trusted advice.
Why it makes sense: Adding thought leadership programs to your marketing mix is important if you want to improve sales effectiveness, differentiate your organization and give customers the education, engagement and sales experience they are looking for.
To execute a thought leadership selling program that can drive client engagement today:
1. Map your market research on core customer needs to your communications priorities and your sales objectives to develop a unique thought leadership agenda that outlines topics and themes to drive your organization's selling program.
2. Use that agenda to prioritize the development of thought leadership content assets to fuel your program, including: best practices reports, customer education workshops, client case study videos, “how to” self help resources, and solutions to customer problems.
3. Create disciplined programs to deliver thought leadership assets including customer education events and frequent “micro sales campaigns” that deliver new ideas and relevant insights to customers in sales calls, e-mails and “you should know” phone calls.