If you’re not seen as the authority, you’re not closing the deals you should be. It’s that simple.
Enterprise buyers don’t just want solutions; they want to invest in trusted experts who can deliver results. And as the founder, it’s on you to lead this. You set the tone for how your business is perceived, and if decision-makers don’t see you as the leader in your space, they’ll hesitate. No matter how great your offer is, hesitation can cost you the deal.
What Authority Isn’t
Let’s clear up a common misconception: authority isn’t about being the biggest competitor in your industry.
It’s not about shouting the loudest, dominating every conversation, or constantly being in the spotlight.
What it’s really about is being recognised as the trusted expert decision-makers turn to when they need solutions.
Authority is about creating trust, clarity, and confidence—the kind that makes buyers see you as their best and only choice.
Authority positioning when done correctly is subtle, not loud.
What Happens When You’re Positioned as the Authority
When buyers perceive you as the authority, everything changes:
Buyers trust you before you even pitch. The sales process feels seamless because they already believe in your expertise.
Sales cycles shorten. Decision-makers are confident in choosing you, so there’s no drawn-out back-and-forth.
Pricing objections disappear. When buyers see your value as undeniable, the conversation shifts from cost to outcomes.
You become the obvious choice. Instead of competing for attention, you’re the one buyers seek out.
Authority Starts with You
As the founder, you’re not just responsible for the product or service, you’re responsible for how your business is perceived.
Positioning yourself as an authority doesn’t mean you need to dominate the entire industry. Instead, it’s about staying top of mind for the right buyers and establishing trust where it matters most.
Authority positioning is about:
Thought leadership: Sharing insights that showcase your expertise and cut through the noise.
Creating a sense of authority during initial conversations: Establishing credibility and trust right from the first interaction.
Perception of authority: Ensuring buyers see you as a credible and trusted expert when they engage with you.
Perception of authority: Ensuring buyers see you as a credible and trusted expert when they engage with you.
Industry participation: Contributing to your field in a way that demonstrates value and positions you as a leader.
Ask Yourself These Questions
To start positioning yourself as the authority, consider:
Are you consistently sharing thought leadership that demonstrates your expertise and cuts through the noise?
Do decision-makers trust you from the first interaction and associate you with reliable, high-impact solutions?
Is your personal brand, industry participation, and messaging aligned to create top-of-mind awareness and establish authority?
Are you contributing to your industry in a way that positions you as a leader, not just another player?
If you have a team that supports business development activities, how do you set them up to be perceived as an authority?
If the answer isn’t a clear yes to the above, that’s where you need to focus.
Authority positioning doesn’t happen by accident, it happens through intentional strategy.
The Takeaway
Authority isn’t optional if you want to close 6- and 7-figure deals. In 2025, cutting through the noise requires more than just having a good offer, it demands positioning yourself as the trusted expert who stands out in a crowded market. Buyers aren’t just looking for vendors, they’re looking for trusted partners who understand their world, their challenges, and their goals.
When you lead with authority positioning, you create trust, eliminate objections, and become the obvious choice for the deals that matter most.
It’s not about being the biggest, it’s about being the one they trust.
Authority positioning is one of the three pillars I support my clients with as it is such a critical part of securing large deals in 2025.
