 Great photo by Mikhail Nilov Make sure you make the most of your time.
Sometimes an assignment will require that you have a subject matter expert (“SME”), or even more than one, weigh in. That’s because all the Googling in the world won’t get you inside the head of a true thought leader—someone who’s able to peer around the corner of vital trends and offer truly unique and invaluable opinions. This is more than an assignment. It’s a fantastic opportunity. Done right, you’ll get the information you seek. You’ll also get a one-on-one educational opportunity that others would kill for. So make the most of it! Here, then, are some best-practice pointers for engaging with an SME: Time it right. Sweat the details of setting up the interview (whether it’s in-person, phone, or video chat). Make it easy for your SME. Give them numerous available time slots to choose. If others (say, from your client’s organization) will be listening in on the call, you’ll need to accommodate their schedules, too. Keep the window narrow. Much as you may want to talk for two hours, don’t count on it, and don’t ask for it. Thirty to 45 minutes is a more reasonable amount of time to ask. Your SME may be getting paid to weigh in, or may be doing it gratis; either way, you should respect their time. Let them know in advance how much time you’ll need. And plan to stick to that schedule. Give them the optimum amount of prep. This is a fine line for you to walk. On the one hand, you want to give your SME a heads-up as to what kinds of things you’ll be asking, so that they can prepare for the interview. On the other hand, you don’t want to rob your interview of spontaneity. You don’t want your SME to over-think any topics before you get to hear what they’re thinking. Similarly, you don’t want to burden them with a big list of detailed questions to read. Therefore, it’s best to simply send them in advance (usually via email) a list of topics you intend to cover, without getting into detail. For example: “We’ll be asking you about new regulations, technology, and trends that are coming to prominence in your industry.” If anything, err on the side of giving them too little. They can handle it; remember what the “E” in “SME” stands for. Play to their ego. It may seem crude to phrase it that way, but we’re among friends here, right? Anyone who wears the title of “Expert” or “Thought Leader” is sure to have a healthy ego, and it’s infinitely better for you if that ego is on your side. This isn’t hard to do. It may simply be a matter of couching your questions with the right degree of humility; for example: “I know that no one can predict the future, but where would you say this trend is headed?” (Be sure to follow up with “Why?”) We once interviewed a leading astronomer who was clearly bristling at the space-exploration policy of the time. This paved the way for the question we posed: “If you were the God of NASA, how would you set the priorities for exploration targets?” You should’ve seen this guy’s face light up. It was a question he clearly had been thinking about forever, and gushed out some of the best-informed and most passionate opinions imaginable. Avoid the obvious. Don’t pose questions that can be answered by an online search. It’s a waste of time, and a subtle insult to your SME—not to mention the fact that it makes you look unprepared. Stick primarily to opinions more than facts. Indeed, if an SME, in mid-answer, is pawing the air for specific statistics, help them out: “Don’t worry about the numbers right now. You can email them to me after the call, if you like.” They’ll thank you for it—and most likely accede to your request. Get it all down. If you’re a fast typist, great. If not, record the conversation. There are many who argue that note-taking should be about considering the big ideas that emerge and then writing those down. You may agree, but we don’t. We prefer to let the interview proceed free-flow (your list of questions should be short, and a mere guide, not a script) and get it all down. You’ll have plenty of time to review it later, so get all the details of this rare encounter. Share the results. After your interview, organize what you’ve written down into a cogent review. If your SME is available/amenable, email those notes to him or her for a quick fact-check, to make sure you got all the details right. Most SMEs will be thankful for the opportunity to set the record straight/help you out, and will be flattered to see their words within the context of a compelling write-up. (This will also pave the way for future interviews, should you need them.) Similarly, while you will cull your interview for the details that had necessitated its existence in the first place, it’s good practice to include the full interview report as an appendix to your outbrief. Consider getting help. SME interviews are more art than science. Following the above best-practice guidelines will maximize your odds of success. But if the prospect seems daunting, consider tapping an expert outside resource. Fortunately for you, we have the unique combination of consulting, marketing, and creative skills which have let us help independent consultants, boutique agencies, and ad firms alike to make the most of SMEs for more than 15 years. Best of all, we’re fast, efficient, and surprisingly affordable, given the value we provide. Contact us right now and let’s talk about growing your business as quickly and productively as possible.
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