Only 6% of Opportunities
Ever End In A Deal Closing...
What are you doing to showcase your expert insights to the other 94% so you are pre-positioned to DOMINATE sales conversations?
Valued Insights Get Client Engagement
Your ideal audience is under pressure and drowning in marketing & sales pitches. Learn how to leverage your expertise and solutions to build authority and differentiate as a Technical Thought Leader.
Where 94% of All Your Opportunities Go to Die...
Salesforce has reported that only 6% of opportunities ever end up closing. Think about that - 6%. That means the other 94% of opportunities go in the "dead" lead graveyard.
Why do only 6% of opportunities close and 94% go into the "dead lead" pile? When you talk to decision makers and they don't understand how your solution solves their business problem, your prospect very rarely can paint the picture for you.
When they can't justify the value, they fall by the wayside. After all, would you buy into a solution not knowing what it does or how it helps?
Why not showcase your expertise and deep industry insights to your best prospects? So that your expertise and your solutions' VALUE is so evident that they very naturally move to the viable and closeable stage.
Who We Work With
Cyber & SaaS
Your solutions and platforms are highly technical. The vertical is highly competitive.
The only way to differentiate is to lay a strong foundation of showcasing your technical expertise and authority by positioning yourself as a technical thought leader.
Your best prospects are searching for answers before you get a chance to say one word to them.
According to the 2020 LinkedIn Edelman study, 69% of decision makers agree that reading thought leadership is one of the best ways to get a sense of the type and caliber of an organization’s thinking.
B2B Solution & Services
Your services and solutions take some explaining in order for your most viable prospects to "get it".
Most providers fall into the "let me tell you about what we do" trap. Your best prospects really want to know how your solution or service will help them.
Biznology states that, 82% of sales reps are unprepared according to decision makers. Decision makers don't understand how your services or solutions adds value to their desired business outcomes.
According to LinkedIn Edelman, 49% of decision makers say that thought leadership can be effective in influencing their purchasing decisions.
Technical Thought Leadership. It's Core To What We Do.
Prospects Buy When They See How Your Value Maps To Their Business Pain
According to Corporate Visions, 74% of buyers chose the company that was the first to add value.
Most technical solution providers struggle with how to align their value to their prospects business pain for their prospects desired outcomes.
Your best prospects are searching for answers to their business pain. While on their quest, they see a plethora of technical "me" talk where the vendor only talks about what their product or service does.
Showcasing Your Expertise & Turning It Into Closeable Business
According to CSO Insights, 70% of buyers fully define their needs on their own before engaging with a sales representative, and 44% identify specific solutions before reaching out to a seller.
Our prospects are conducting research about how to solve their problems. They want to determine what options, pricing, & solutions will solve their business problem.
By positioning yourself as a thought leader, your expertise will be consumed as your prospects travel through their decision making process.
Does Thought Leadership Work?
Frequently Asked Questions
Thought Leadership is nothing more than your expertise showcased in content form that puts you in the drivers seat as an expert authority.
If you think about it, what happens whenever you run into somebody that is knowledgeable and is expert in their field and an expert at what they do? When you talk to them, you begin to gather an impression as to just how expert and knowledgeable they are. In our mind, we place "experts" in high regard. This gives you a strategic advantage where you show up not only as an expert, but also you can now dominate and "own" each and every sales conversation.
Thought Leadership based selling is using your expertise to educate and pre-position you as an expert before you even land the meeting. Once you do get the meeting, you need to be the one to dominate and drive the meeting while your prospect listens intently and takes the cues from you, not the other way around. In each sales meeting, there's going to be the dominant meeting driver or the subordinate meeting "engager".
In order to lead the conversation and make the sale, you have to be the one driving the meeting in 1st position. If your not calling the shots, you take whatever your prospect gives you, even if its a "I'll think about it". That's a big reason why according to CSO, only 6% of all opportunities ever end up closing.
Leading with thought leadership is really nothing more than letting your expertise do the talking for you. So instead of you going out and just telling everybody, “this is how great I am”, you tend to just let people know through educating them how great you are.
You don't want to tell people that you're great. You want people to come to the conclusion that you're knowledgeable that you're great and that you're an expert. That's how you lead with thought leadership. You let your thought leadership content do the talking for you, so that it helps them formulate an opinion about your level of expertise. Experts are always listened to and regarded highly.
The attention economy is - well, let’s take a look at what's going on today. If you look at what's going on in our world, our world, our lives, our economy, our businesses… It is very very busy. People are texting. People are on their social channels. People are getting emails. People are getting bombarded with all this noise out there. All these things are going on.
And because of that, it's really very difficult to break through with your marketing message, value proposition, or sales ask. And so that's why we say attention is the new economy or attention is the new currency. Because if you can get somebody's attention, especially a prospect's attention and you lead with value, authority positioning designed to dominate the conversation (perceived in high regard as an expert right out of the gate), then you have something that is worth as much as currency. That's why it's critical to be seen as having expert authority status.
We have a saying that goes like this: leaders get leads. Imagine if you are positioned as an expert, let's just say we've got two different people here. You've got Person A and person B.
Person A showcases their expertise via educational content and is perceived to be an expert. That perception of an expert places you as an authority in the mind of your prospects.
Person B on the other hand, is probably a really nice person, but there is nothing that you can research or read or watch or listen to that tells you that person B is an expert. Basically you really don't know of their expertise. Who would you be more comfortable doing business with someone that you know that they're not only competent, but that they are expert? They have demonstrated that they know what they are doing, and you would be in good hands. Or, someone that you don't know, of their expertise or competence?
And so if you lead with thought leadership insights, that can help showcase that expertise AND positions you as an authority. It actually does help the sales process and the sales cycle and the deal flow by placing you in the dominant position in every sales conversation. Each time you meet with a prospect, they are checking you out, trying to position themselves as the one to call the shots.
The problem with your prospect calling the shots in a sales conversation is that you subordinate your position and take what you can get instead of calling the shots and commanding the meeting. When you call the shots and dictate the meeting and sales process (they will listen to an expert authority and are perfectly happy to be guided by you, an expert), the meetings end on your terms, not theirs. They become the guided instead of the one guiding. That's really how it actually gets you more sales.
They see it wherever they are. And your challenge is to put it in front of the eyeballs of your ideal prospects. And we like to use LinkedIn a lot, because that's where B2B activity and opportunities happen. You want to put your thought leadership content in front of your prospects’s newsfeed on LinkedIn. You want to have a content distribution strategy. And then in addition to that, that content distribution strategy needs to make sure that the content gets placed in front of the eyeballs of your ideal customer prospects.
That's such a great question, COVID has really exacerbated one issue - information overload. Many were feeling burned out with the deluge of information pre covid, but now we seem to have more time to produce even more "stuff." It is no exaggeration that the noise has increased exponentially since COVID, making it ever more difficult for your voice to be heard.
Technical thought leadership is being able to showcase your technical expertise. What we found is with a lot of tech solutions, or technology based services or technology based solutions, is that it's very, very difficult to convey that technical information in a way that showcases your expertise, that doesn't simply just make people tune out because it's too technical.
And so there's a little bit of art and science to that. How do I convey this very technical and hard to explain service in a way that is easily understood so that they can determine if the service or technical solution is something their business needs. That's the difference between technical thought leadership, it is showcasing technical expertise to your non technical prospects in such a way that they still see your expertise regarding your technology and your technical solution.
Where regular or just “thought leadership” is showcasing your expertise, but it might not be so tricky because you don't have a lot of the technical verbiage to worry about how to translate that in what we call non- techie speak. So that's the difference between technical thought leadership and regular thought leadership. One is just geared more towards those technical solution providers.