The adage, “It ain’t what you know, it’s who you know,” holds special meaning for SMEs. In typical parlance, the saying is used to suggest that someone was hired or promoted because of a relationship rather than because of merit. Often muttered in conjunction with a shrug and a smirk, the saying can be employed as a nonchalant accusation of nepotism, bias, or outright discrimination.

For you as an SME, however, the saying points to something much more important: that everything you say to an audience, no matter how logical or how factual, can be overruled by one well-positioned antagonist. People are more strongly influenced by the people they already know than by any well intended or well-spoken expert. Old relationships trump new information.

To combat this relationship dilemma, SMEs can add mass to what they say by establishing strong relationships themselves. If many people inside your organization know and trust you, then what you say will carry more weight, not because what you say is more accurate or compelling but because the people you know you will likely support you. Many times, I have seen recommendations from SMEs rejected until a supporting colleague intervened. Sometimes, and maybe far too often, who you know is indeed more important than what you know. So, great SMEs pursue strong professional relationships.

Associations matter. Most of the time they matter very little, but sometimes they matter a lot. Make yourself available to good associations. Take the time to network with people in your field, among your colleagues, and with your customers. Be a mentor to up-and-coming professionals. Be prepared to dissociate from those who detract or degrade. Associate with those who bring credit to your expertise, who value your contribution, and who will support you when others resist.