There was a very interesting discussion from today's sales course on 'Selling to the Informed Customer' that brought up a critical distinction about being an expert versus being recognized as one.
The underlying premise is that as integrators today it is hard to win leading with 'your' manufacturer, because it is so easy for end users to get information on products and alternate sources for them. Many end users then see integrators as commodities to install the 'stuff' at the lowest cost.
Being a (recognized) expert can help overcome this.
Ideally you want both - be a real expert and be recognized as one. However, just being a real expert is not enough because if prospects do not know you are an expert, then they will treat you as just another commodity camera mounter.
So, integrators, do you think you are recognized as an expert in your local market by end users who do not currently buy from you?
Bonus: 2/3rds of the sales attendees do not send any email newsletter, which is clearly a big miss opportunity to keep yourself front of mind and positioning yourself as an expert.