Engineered discovery

Deliberately arranging for buyers to discover and pre-sell themselves on the firm before any sales contact: publishing the authority assets buyers cite internally, answering late-stage questions (process, risk, pricing logic) in public, appearing on stages the buyer already attends, and actively engineering referrals. The buyer initiates the conversation — or believes they did — so the firm enters every deal in the expert position instead of the chasing-seller position. Marketing creates the inbound inquiry; sales then exists only to protect the expert position it arrived with.

First used in: 1.2 · Power: expert vs vendor