The Power of Transitioning Suppliers and Vendors to Thought Leaders

January 26, 2023
As an association or professional society, your members likely view you as the authority on your industry – and they should! But, in order for them to continue to look to you as a thought leader, you need to keep your finger on the pulse of the latest developments and trends. One way to do this is by transitioning your suppliers and vendors into thought leaders.
Why is this important?
As a leader within an association, you know that having strong relationships with your suppliers and vendors is important. And by collaborating with them as thought leaders, you can ensure that your members always have access to the latest industry insights. These companies supply the products and services that your members need in their designated industry, so it's important to cultivate these relationships. By transitioning your suppliers and vendors to thought leaders, it can have a big impact on your association and here are a few reasons why:
Because thought leaders are the ones who are constantly innovating and finding new ways to improve their products and services, they are also the ones who are always looking for ways to better serve their customers – your members. In fact, they are part of the very reason people join associations in the first place — to meet and network with like-minded individuals who can help them succeed in their field.
How can you transition a supplier to a thought leader?
When looking for a thought leader to work with or learn from, it’s important to consider the following:
Once you’ve done your research and found individuals and/or companies to become thought leaders for your association, there are a few ways to help transition them into this new role.
What are the benefits?
Getting the “boots on the ground” insight in the form of supplier-generated content not only gives your association much needed credibility, but it also tends to engage your audience on a deeper level. These are people within the industry; peers who understand what it’s like to be in the field and experience things on a deeper level.
By sharing supplier-created content, you not only elevate the experience of the members reading or viewing the content, you also engage those who created the content on another level. Feeling heard and seen is something that is constantly craved. So, by not only seeing but sharing content your suppliers and vendors are creating, you are confirming their work in the field, their voice in the industry and their presence to your membership.
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