Of all the tragic misconceptions that afflict salespeople in selling environments with multiple buyers, the worst might be the notion that lower-level “influencers” are mere obstacles in the seller’s path to the big honcho—the person with final buying authority. Do you believe that the ultimate decision maker (UDM) is the only buyer who is really worth your time? Do you think that “strategy” means figuring out how to bypass or maneuver around the lower-level customers so you can get to the UDM?
If so, you are losing a lot of business. That’s not a strategy for anything but disaster.
For one thing, a lot of those influencers may not have the power to make your sale, but they do have the power to kill it—and they will, if you alienate them.
They can’t make your sale, but they can kill it.
There is much more to this, however, than just the danger of making enemies. As I dramatize in my new book, “Sales Strategy From the Inside Out,” lower-level buyers can be your most valuable resource. They can actually direct you to a winning strategy…
About Duane Sparks
Duane Sparks is founder and chairman of The Sales Board, the authoritative source of practical and leading-edge information about the art and science of selling. He has created Action Selling sales training products and learning systems that transform sales organizations. Duane is author of these best-selling books: Action Selling, Selling Your Price, Questions (the Answer to Sales), Masters of Loyalty (How to turn your sales force into a loyalty force), and Sales Strategy from the Inside Out (How complex selling really works).
Discover how the best sales training process can make spectacular improvements in sales skills. Action Selling: How to Sell Like a Professional (Even If You Think You are One).