Proper Prep of Your SMEs

Whether you sell to prospective clients or to current clients, one of our most important assets are our subject matter experts.

SMEs help us move the sale along by proving we know what we’re talking about and thereby reducing the decision risk for the client.

Usually we connect our experts with their experts. So, we match up our IT specialists with their IT specialists, our attorney with their attorney, and our senior execs with their senior execs.

Yet, no matter the title of the SME, including your CEO, you should be the one running the show. You’re the one who knows the most about the account. You’re the quarterback. You call the play.

To get the greatest return on utilizing your subject matter experts, here’s what I recommend you do:

(1.) Include them in the sales strategy - Start by giving them a summary of what’s happened in the deal so far. Don’t overwhelm them with detail. Just ask if they have any questions or what else they’d like to know. Then explain what next step is, the objective, who else is involved, information about the stakeholder(s) they’ll interact with, and exactly what you’d like them to do and why. Finish off your briefing with the probable next steps, assuming all goes well. Then, and this is too infrequently done, ask for THEIR OPINION.

Just like a veteran wide receiver, running back, or lineman can give the quarterback valuable input about what football play should work well (or not work well), so too can your SME help you with your intended next play. Use them! Besides being a compliment to them, it never hurts to have input from smart allies when formulating strategy. You still have the final say.

(2.) Let them determine how they’re going to achieve the objective - Although we have to be crystal clear on the objective and give them enough background information to hit that objective, we shouldn’t micromanage HOW they’ll reach that objective. We need to show we have confidence in their ability to figure that out (just like you don’t want to be micromanaged by your boss). The exception to this is when someone is brand new in this role and may need a little extra coaching.

(3.) Have them do a run-through for you - When they’re ready to do so, let them explain to you specifically what they plan on doing and why. Ideally, you do this in conjunction with a dress rehearsal (if it’s a team presentation) with all SMEs who’ll be involved. This way you can make sure everyone is on the same page and can work out any kinks.

Like most things in any kind of complex selling, when you do these things well your probability of success goes way up. And when you don’t, you run the risk of your sales assets becoming unintended liabilities.

Have a great week!

Bob

P.S. No article next week as I’ll be traveling back to the midwest to see family and friends. Merry Christmas and we’ll talk next year!