Why eminence matters to sellers
Colleen Burns 120000C4RP email@example.com | | Tags:  social_eminence social-selling social-business ben_martin social_selling social_business
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In this digital age, sellers now have to take on an additional job role and become a marketer. Creating a personal brand that enables your profile to rise above the rest, sharing your expertise and knowledge, as well as leveraging the online world to ensure that you become identified as the eminent leader in that field are all important.
You have called, written, called again – you believe that the potential customer should be interested in talking to you, but they never return your call. Why?
Understanding buyer behavior is key; they have limited time and will have recognized sources of influence. It may be their boss, their colleagues, or their peers – whoever it is; they are listening to them – not you.
To be heard you have to start seeing their position from their world. This was summed up by a CEO who said:
Perhaps the direct approach is not always the best. If we want to influence the CEO but they are not listening to us, then we need to work out WHO they do listen to. In such circumstances, understanding their ‘web of influence’ may well give us a clue as to who we should use as a conduit for our message. Understanding where buyers get their influences from changes the communication process and the target audience. In your industry, who are the influential bodies and why?
Now we get to the nub of the issue.
If you are not known in your industry or product area, then why should someone listen to you? You may well have the thought leadership, expertise and the skills BUT unless you are prepared to share those thoughts and become known for them, then nobody will be listening.
Being known for your skills and opinions is eminence and that is why eminence matters.
Ben Martin works as part of the transformation team for IBM UKI. His role as Social Business Enablement Leader utilizes his many years of experience in using social media technologies to engage with both internal employees and external clients, helping facilitate faster responses through collaboration and sharing of information. His thought leadership on the use of social technologies has led to many presentations and webcasts, globally both from within the corporation and out.
Ben is an IBM Redbooks Thought Leader