Part 2: If You're in Sales, You're NOT a Thought Leader

A few weeks ago, I published an article here with the same headline as this piece. In it, I argued that in sales, your goal isn’t to be the smartest person in the room; it’s to grow your business by genuinely helping your clients. Your success depends on understanding the critical distinction between a thought leader and a trusted advisor.

Tens of thousands of people read it, and several hundred professionals shared their comments in an extremely lively conversation. One comment in particular got me thinking...

Sharon MacLean, president of Worldgate Media, wrote, “A thought leader -- such as Aristotle -- may be far beyond the crowd to show the way. Often they are pioneers and have trouble bringing along skeptical clients. A sales leader - trusted adviser - is skilled in many areas such as their own products, their industry, and the psychology of persuasion to provide excellent service to clients.”

Let’s break that down.

First, Aristotle can’t do your job. A person who is obsessed with ideas - especially their ideas - often talks right over the heads of others.

Second, someone has to listen. It is a time-proven strategy for a sales professional to bring an expert into a discussion with a buyer. This works best when the sales professional can sit back, listen, probe, and help make connections.

For example, sometimes an expert can make a grandiose statement that baffles his listeners… but the expert is so wrapped up in his discourse that he fails to notice. When this happens, it’s up to you to gently apply the brakes and try to bring everyone back together.

Likewise, if you hear your buyer reveal significant details about her challenges and opportunities, it is your responsibility to decide whether - or not - other experts or resources might be more helpful to your buyer than the one who is currently waving his arms at the end of the conference table.

Third, many buyers are nothing like eager students. They tend to avoid sales pitches, even when a free expert is offered up.

Now this may shock you, but I don’t know all that much about Greek philosophers. But I do know that Aristotle liked to walk around the school grounds while teaching, and his students were forced to follow him in order to learn.

Buyers will not behave in a similar manner. If you are quirky, elusive, and overly intellectual, you will end up standing alone in a field talking to sheep.

On the other hand, if you bring in a gifted expert who you know to be brilliant but has a tendency to wander in circles, it is your responsibility as a trusted advisor to tell the expert, “I need you to focus for 25 minutes on this one topic, and if my buyer has a question, I need you to stop, listen, and answer her question as clearly as possible.”

Wisdom in the sales profession means making connections: between people and people, people and ideas, capabilities and needs, and even one organization with another.

Yes, identify the thought leaders relevant to your space, build relationships with them, and amplify their messages.

Yes,  #SociallySurround the thought leaders your buyers trust. Your influence increases when you surround yourself with influencers that your buyers appreciate.

Just don’t try to BE one of them.

Most importantly, elevate your buyer and her needs above any cherished idea that you or others may hold. You need to get off the mountain top and sit at your buyer’s side.

As you may have already learned, the more you listen, the smarter you get.

I'm speaking at #SalesMachine in NYC June 15-16th. Join me. #FutureOfSales

Jill Rowley delivers keynotes, strategy sessions and workshops on Social Selling. Always Be Connecting! Your network is your net worth.