Energy efficiency is complex. The benefits – financial and otherwise – can be difficult for the layperson to comprehend. When a prospect is considering an efficiency investment, he or she is likely to seek out an industry expert – someone who demonstrates a real understanding of how the product or service can bring value to the end user. As an efficiency sales professional, you gain a significant competitive advantage by presenting yourself (publicly) as a thought leader.
So how do you become a thought leader? In Laurie Young’s book, Thought Leadership: Prompting Businesses to Think and Learn, Young teaches you how to differentiate yourself and your brand through leadership. Thought leaders find creative ways to disseminate their ideas broadly. They know their audience and play to that audience’s needs and desires. They use emotion to capture attention.
Thought leadership can be an extremely effective marketing tool when used correctly. If you’re interested in how to become a thought leader, I highly recommend picking up a copy of this book.
Here’s a summary from Amazon Books:
“Thought leadership consists of companies establishing a relationship with and delivering something of value to their customers that aligns with their brand and company value. In the process they go beyond merely selling a product or service and establish their brand and company as the expert in that field and differentiate themself from competitors.
“Laurie Young focuses on the tools, techniques and effects of thought leadership as a marketing principle. His book Thought Leadership provides a topical analysis of what thought leadership is, how it works, how to create a thought leadership strategy and what the results are likely to be.
“Analyzing both the strengths and weaknesses of this core marketing technique, Young provides marketing strategists with the tools and knowledge required to fully take advantage of this often mysterious, but always effective marketing technique.”
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