The consumer landscape is shifting. Buyers can now discover anything and everything they need to know about a company, its products and services before ever walking in a store or talking with a salesperson. When, and if, a customer does make an inquiry, it is frequently expected that sales staff provide valuable insight and perspective, help identify alternatives to suit customer needs and provide ongoing advice and/or solutions. In other words, consumers are demanding salespeople become subject matter experts (SMEs).

This Blue Paper® discusses subject matter experts in detail, overviews the changes in customer behavior that are shifting the need for SMEs and discusses the pros and cons of this sales and marketing approach. It also provides a how-to guide for companies looking to train their salespeople to become the kind of subject matter experts that are valued by clients.

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