how to sell to multiple decision makers
TRANSCRIPT
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Steps That Will Help You Sell To
MULTIPLE DECISION MAKERS
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It’s challenging to sell into large, complex accounts with multiple decision-makers and influencers
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You never really know how the decision is being made or
who’s making it
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• Needs expert or detailed information from others
• Shares the risk by delegating some power to others
• Needs to get buy-in or approvals from others
A multi-level selling situation arises when decision-maker:
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“Map” the account by conducting an analysis of
the key players using the following four step process
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Identify Decision-Makers’ & Influencers’ Priorities
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Common Roles Within an Account:
Decision-Maker - Responsible for making the decision
Ratifier - “Rubber Stamp" approver of decision-maker’s recommendations; often a top-level executive
Influencers - Influential on the decision process and/or maker, such as technical experts
Gatekeeper – Can block access to key players; screens out sellers that do not meet minimum specifications
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Sell to all decision-makers and influencers, directly or indirectly, to avoid taking unnecessary risks in the selling process
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Analyze decision-makers’ priorities to overcome multi-level obstacles and capitalize on selling opportunities
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Determine Degrees of Influence2
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Determine each person's degree of influence over the purchase decision
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To provide structure to the analysis, rank each person as having a high, medium, or low degree of influence.
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Additional ways to determine degree of influence:
Use your past experience with the account as a barometer
Identify which influencers' priorities most closely match those of the decision-maker; they’re likely to have more influence
Identify people who are high in personal dynamics
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Establish Connections Among Key Players
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Determine who's connected to whom in the account, either by political, functional, organizational, or personal ties
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Questions to Ask: Who?….
Is advancing rapidly in terms of career progression
Has a ‘mentor’ relationship with the decision-maker
Works on committees or special projects with the decision-maker or higher level influencers
Meets with the decision-maker most often
Reports to the decision-maker(s)
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Don't forget to consider organizational titles and lines of authority as guidelines in drawing connections
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Identify Commitment Levels
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Identifying commitment levels can be simplified by focusing on two interacting attributes -Receptivity and Dynamics
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Receptivity is how the decision-maker or influencer feels about you, your company, and what you have to offer
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Dynamics refers to his or her ability to influence or persuade others
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To assess a person’s commitment level in this way, rate using High or Low values
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Identify Commitment Levels
Obstructionist Champion
Doubter Supporter
High Dynamics
Low Dynamics
High ReceptivityLow Receptivity
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Obstructionist - low receptivity, high dynamics. Supportive of the status quo or a competitor, vocally and persuasively. Most difficult to deal with
The Four Commitment Levels
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2 Doubter - low receptivity, low dynamics. Not supportive, but influence over others is limited
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Supporter - high receptivity, low dynamics. Supportive, but not likely to proactively persuade others
The Four Commitment Levels
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4 Champion - high receptivity, high dynamics. Fully supportive and influential, and willing to take an active role in trying to persuade others on your behalf
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Summary – When in a multi-selling situation, map the account and
analyze priorities, degrees of influence, connections and
commitment levels
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This will help you save time from selling to non-supportiveinfluencers or inaccessible decision-makers
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