You should be an expert on how your products’ capabilities help your prospects or customers. Your pre-sales person may know more about the technical features of your product but you should be a thought leader in applying your product’s value to the circumstances of your prospect. And you should express that expertise often and in many different ways.
For example, one of my favorite blogs is Chad Levitt’s blog called New Sales Economy. He always has interesting articles on Sales 2.0 strategies. He also guest blogs on other sites and has interesting guests write in his blog. He is a thought leader in this space.
But guess what…
He is a sales guy for Hubspot, a company that sells inbound marketing software which helps grow traffic to your site, get leads, and make sales in this new environment. Chad’s story is in alignment with what he does and who he works for. Chad is part of that big conversation out there. He gets leads by virtue of who he is and what he is passionate about. Chad is in alignment with his story and there is a tremendous amount of power in that.
Think about ways that you can amplify your thought leadership and become part of that big conversation out there. Be more than sales – be an authentic Thought Leader.