Prepping a Subject Matter Expert (SME) for a Customer Visit

I was invited to make a presentation at a prospective customer that sold capital equipment ($50K-$250K).  The prospect was interested in utilizing our unique ability to research and recruit global distributors for their products.  It was a typical second call as I was getting kicked up the management ladder.  I listened to them discuss their successes in the domestic market, the superiority of their product and brand and their plans to take their business globally.  This prospect had at one time built a nice export business, but had fallen on some bad financial times, retrenched, restructured and was looking to revive their brand globally.

As I probed into their sales process there was an interesting discovery made.  The supplier stated that without a “factory SME” an overseas order could not be consummated.  The technical specifications for their product were detailed and application driven, only a competent engineer was able to “win the day.”  The distributor was there "to go along for the ride."  Hmmm I thought, a few more questions:

1. “Did the company technical specialist ask for the order?”  Reply “no”.
2. “Did the company "guy" negotiate the price?” Reply “No the price they asked was not negotiated in any way.”
3. “Did the company "guy" perform the installation and after sales service aftermarket supply management” Reply, “No.”
4. “Did the company "guy" help organize the financing of the equipment?” Reply, “No.”
5. "Did the SME know the local language and logistics requirements?" Reply "No."

“Ok, I understand the SME helped build credibility and specify the product requirements?”  Reply “Yes!”

We have all successfully utilized SME’s in the past.  They can explain ideas with great depth and clarity.  They can interpret the prospect’s business challenges and provide great solutions and alternative product comparisons.  SME’s usually reduce the prospect's fears that the product will perform to requirements as well as broaden your company to company relationship.  They can do this…if they are prepped for the visit.

1. It is the salesperson’s responsibility to prepare the SME for the meeting.  Provide the SME:
   1. An agenda for the meeting,
   2. Past trip and call reports.
   3. An org chart with the players involved-even the ones that won’t be at the meeting.
   4. An explanation of the customer players: the sales champions, the detractors, the influencers and of course the decision maker
   5. The role you want the SME to play in the meeting
   6. The anticipated tipping success point you want the SME to achieve
2. It is the salesperson’s responsibility to set boundaries for the SME at the meeting.  Provide the SME:
   1. A scripted introduction how you will introduce him/her and get them involved in the meeting
   2. A preordained "signal" if/when they speak too much or go “out of bounds.”
   3. A scheduled role play or rehearsal prior to the call
3. It is the salesperson’s responsibility to listen to the SME’s concerns.  Provide the SME:
   1. (Prior to the meeting.) An opportunity to review your presentation for potential areas of disagreement.  You can disagree beforehand but not in front of the customer-a united front is important.
   2. (Prior to the meeting.) An opportunity to review your sales spin-their objections will be tightly bound with the prospect’s objections.  Work those issues out in your role play.
   3. (Post meeting.)  An opportunity to review their impressions of the meeting and a go forward strategy.
4. It is the salesperson’s responsibility to show respect and deference for the SME. 
   1. SME’s are there for accuracy and credibility-not to win the sale-that is your job.
   2. Don’t assume an SME will improve your standing on topics for which you haven’t prepared. 

A previous blog, http://www.jimthomasintl.com/blog/8-2-tips-for-executives-wanting-to-help-field-sales, dealt with taking execs on the road, but taking an SME on customer visits is a bit different.  Using an SME can allow you to build your base of sales champions and influencers at the customers.  SME’s are valuable members of your company’s team, but they must be prepared for life in the field and how to apply their expertise properly.

Do you want to have a free fifteen minute discussion on prepping SME's for field visits?  Sign up on my web site http://www.jimthomasintl.com/ or contact me directly by phone.

Good selling!