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Engaging a Decision Influencer to Pave the Way to a Decision Maker

Selling is simple: Decision makers buy when a solution that solves a problem is delivered to them.

The challenge for most sellers is they have trouble getting to the decision maker… more challenging for some is they might not know the difference between a decision maker (DM) and decision influencer (DI). World-class B2B sales training teaches the difference between the two; unfortunately, most training and sales consultant resources are not world-class and overlook this subtle yet significant difference. 

How to Tell Them Apart

Decision Influencers (DI) include anyone who the decision maker allows to have a say or play a role in the decision making process. These folks can’t say YES, but they can deliver a NO that will cut a seller off at the knees... or they can deliver support that will boost the chances of success with the decision maker.

The decision maker (DM)—either a person or a committee—is the single source of YES! 

Decision Influencers Come in Different Shapes and Sizes

There are plenty of decision influencers willing to spend time with salespeople, this fact is often overlooked by many sellers who focus all of their attention on the decision maker. This all or nothing approach works some of the time. It is important to keep in mind a YES only comes from the decision maker; however, these folks are tough to gain access to and the next best option is spending time with a decision influencer. 

Here are some to consider:

influencers

User Influencers: The people who are both heavy users of the seller’s product or service and whose opinions are valued by the decision maker.

Some examples of User Influencers:

  • Sales Managers or salespeople
  • Operations Managers
  • Production Managers
  • HR Managers 

Technical Influencers: The specialists assigned to evaluate the measurable aspects of a product or proposal, and compare it to other competitors. 

Some examples of Technical Influencers:

  • Purchasing Agents
  • Lawyers
  • Financial Analysts
  • Engineers
  • Consultants 

Coach Influencers: Anyone who wants the seller to succeed. They can provide useful insights and information to improve a proposal, and might be able to offer an informal endorsement.

Some examples of Coach Influencers:

  • Administrative Assistants
  • Office Managers
  • Receptionists
  • Suppliers

Decision Influencers Pave the Road to YES! 

New Call-to-action It is important to note that decision influencers can play an important part in the sales process even if they cannot provide the final YES! Sales success is often determined by how well sellers work with decision influencers. Approaching each one based on their type of influence will determine future success with the decision maker. Working with each to better understand client needs, to craft a better solution, and to enlist their support makes sense; however is often overlooked.

Resources for Consultants Tip 

Developing a valid business reason to get an appointment with a decision influencer makes a great deal of sense. Even though getting an appointment with a DI is easier than a DM, it still takes some effort to establish trust and value. To learn how to develop better valid business reasons download the Using Better VBRs sales meeting kit to teach a step-by-step process used by world-class salespeople.

This kit includes:

  • The Using Better VBRs sales meeting kit leaders guide—a script and all the information needed to run this sales training workshop 
  • Valid Business Reason overview and examples handout
  • Valid Business Reason worksheet handout

Do you know other B2B sales consultants or trainers who might be interested in this sales meeting kit? If so, please share this post.

Access the sales meeting kit now

 

 

 

Topics: Partner Marketing