4imprint, LLC

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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 into 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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