Company Subject Matter Experts are Hidden Gems
John Bernardi • December 14, 2019
Develop Experts in Niche Areas That are Important to Customers
Regardless of what your tag lines says, your company’s brand identity is defined by how well you deliver on the promises you make. Reinforce your brand identity through the experts who work for your company. They can create unique value by advising people who want to save time and minimize risk before making decisions.
Brand Your Experts
- Link to expert bios published on your website – in proposals, in 1to1 communications and in online content.
- Create flyers about each expert to be used as event handouts.
- Publish newsworthy PR about your experts.
- Experts should publish personal blogs and post on social media.
- Trade associations value industry experts who speak at conferences and author articles for their trade publications. Your experts should leverage this opportunity.
- Proposal executive summaries should identify the experts who will participate in each project and how the customer will benefit.
Experts Attract Experts
Retain your
experts by making them feel valuable and appreciated. Promote them like rock stars. Have them mentor younger employees as the next
generation of experts as part of your succession plan. You will attract other experts who want to be
part of something excellent.
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