The more complex a product becomes, or the higher the value ascribed to it, the greater the opportunity for value-added influencers to make a significant impact.
Consumers are influenced consistently and substantially by professionals. The real choices or decisions facing us are too difficult to take. We need shortcuts. Sometimes their advice is sought, other times it comes at us uninvited. Nevertheless, consumers listen to. It’s easier if the expert makes the decision for us. The professions that customers listen to are varied, not restricted to the white collar professions. They are listed below:
- Doctors
- Lawyers
- Financial advisers
- Builders
- Teachers
- Journalists
- Academics
- Taxi drivers
- Hairdressers
- Dentists
- Gardeners
- Architects
- Council officials
- Hotel concierges
- Travel kiosk staff
Especially in the biotech, biochem, pharmaceutical and medical sectors, the role of specific academics can be extremely influential. Not only do some educational institutions play a prominent part in the day-to-day fabric of some sectors, but the major vendors lean heavily on their academic links in order to leverage the kudos of perceived thought leaders. Besides academics are rarely even considered by sales or marketing staff as having any effect on a company’s profits and expectations. They’re often wrong. The answer is that we tend to believe people with expertise and professional standing. Academics have been proven for decades to be heavily influential.
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