Want to sell more? The power of becoming a subject matter expert

You are a benefits professional, but has anyone heard of you? Name recognition can be a powerful asset in sales. Ideally, you want to be considered as an expert by third parties. Today, there are many channels and mediums competing for people’s attention. If you get the right exposure, you can be top of mind when business owners and municipal entities are ready to buy.

Bear in mind many firms have rules regarding writing and speaking in public. Check with your compliance people before embarking on any strategies. You want the firm behind you, supporting you all the way.

1. Be the face of your firm. This is easy if you are a small town or community. You join organizations as a representative of your firm. You hand out business cards and are listed on membership lists. You are “the guy from (firm)” in your town.
2. Join the Chamber. There may be more than one. This is a gathering of people who own or manage a business. These are your ideal prospects. At the very least, attend meetings, luncheons and events.
3. Write a column. The Chamber will have a newsletter. They need content. You are a benefits professional. This may be an area people don’t fully understand. They may know “they need to offer benefits” but do not know how benefits can win new hires in competitive situations. Writing a column will require firm approval. Find someone else in another office who has done the same thing. Tell your compliance officer you want to do what she is doing.
4. Find speaking engagements at the Chamber. This might be a workshop at a conference. You might speak at a Chamber dinner you sponsor. You are speaking about the importance of offering a competitive benefits program.
5. Become a resource for the local TV and radio stations. They usually keep a file on subject matter experts. You have seen the TV news when the stock market takes a hit or a bank goes under, they bring on an “expert” to explain the situation. Your area of expertise is benefits. This dovetails neatly with retirement planning.
6. Build a network of potential clients on LinkedIn. This will give you an opportunity to drip market. Write a series of articles on different aspects of benefit plans. How can they help in the hiring process? What about retention? Publish your articles on a regular schedule on LinkedIn. Share them with your relevant connections.
7. Write a local newspaper column. Using your Chamber column and LinkedIn articles as writing samples, contact the local weekly newspaper. Would they like to have a column on retirement planning or making the most of your benefit plan offerings at work?
8. Win a People’s Choice award. Several publications in your area will recognize businesses nominated and voted on by their readers. Do some online research to determine which publications run these competitions and their timetable. Get yourself and your firm entered. Spread the word through your network, encouraging people to vote.
9. Join the right professional organizations. You might have a niche market. Local practitioners likely have their own group. Do not assume they would never admit you because you are an outsider. Look for an Associate Membership category. Who qualifies? That can be your way in.
10. Speak at community groups. Build a list of homeowners associations, libraries, service clubs and other venues that have speakers. Put together a list of topics, each with a 15-, 30- and 45-minute version. Market yourself to these groups. Stay on their radar on a quarterly basis.

Related: How the role of the broker has evolved

You are building a virtuous circle. You are visible in more and more groups. You are speaking. You are writing articles, linking to them and sharing them with your connections. One person talks to another person about you. Gradually, you should become the “go to” person in the community for benefit plans and retirement planning.

Bryce Sanders is president of Perceptive Business Solutions Inc. He provides HNW client acquisition training for the financial services industry. His book, “Captivating the Wealthy Investor” is available on Amazon.