Selling Your Expertise

CHAPTER 9Build a Trusted Reputation

Chapter 9: Build a Trusted Reputation

Early in his career, Jason Trennert, Chairman and CEO of the institutional research firm Strategas Securities, noticed the research analysts who struggled to market their research were those who thought their insights alone would be enough to bring in business. He contrasts that perspective with what he had learned from his mentor, Ed Hyman, considered one of Wall Street's greatest economists.¹ According to Trennert, Hyman emphasized that “analysts have to be very strong advocates for their own work. You cannot rely on other people to be your best advocate, but you can help other people advocate on your behalf.”

Not only did Hyman do much of the economic research and analysis, but he also took the initiative to actively share his research reports with his sales team. They took notice and invited him to join them in their client meetings. Despite doing most of the technical heavy-lifting, Hyman was the first to get on a plane to go visit clients or pick up the phone when they called. He built his reputation at his organization and across his industry by proactively marketing his expertise and building his network. Trennert experienced Hyman's approach in real-time, then later applied this philosophy in growing his own firm. He trains his research analysts to pitch their work both internally and externally. From Hyman, Trennert learned that you are responsible for your own success.

As much as you would ...