Note: See Appendix B for a Checklist for deciding on a seminar, workshop, or training program in .NET framework

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FIVE
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Identifying Decision Influencers
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21 22 23 24 25 There Are No Single Decision Makers Identifying the Major Decision Influencers Understanding Influencers Perceptions and Values Understanding Influencers Personalities Planning Each Call Improves Success
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There Are No Single Decision Makers
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few years ago, I purchased a toy for my son I had invested an hour or so trying it out and talking to the clerk at ToysR-Us, and was proud of the decision I had made The sales clerk thought he had made a sale But to my surprise and disappointment, my son wasn t interested in the toy at all He didn t thank me or acknowledge my hard work As it turned out, a couple of his friends had the same toy and hated it A few days later, I returned the toy to the store The pride of my decision making was extinguished Both the sales clerk and I learned a valuable selling lesson that day: to make a sale requires that all decision influencers come to terms with the decision
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Dealing with Multiple Decision Makers
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So it goes in the businesses we serve There are few decision makers, only decision influencers From the smallest business to the largest organization, decisions to engage your services are made by multiple individuals As the businesses to which you are selling grow larger, the number of decision influencers increases As the number of influencers increases, the complexity of the sale grows To improve your selling success in large organizations, you must identify and persuade all the decision influencers The relative power held by a person in a particular position in one company usually will be quite different in another organization The decision process and the relative power of spe-
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cific decision influencers can vary greatly in businesses of the same type and size
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Conclusion
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When selling to organizations, it is crucial to identify and persuade all the decision influencers Professionals who routinely cover only one of the decision influencers sell substantially less than their share of the business For example, a professional who makes 10 proposals and has two competitors on each should sell one in three, or 33%, if he is getting his share However, we find that sellers who meet with only one buying influencer will get a 10 15% share while sellers who meet with several decision influencers score in the 40% to 70% range
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Identifying the Major Decision Influencers
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dentifying the major decision influencers is a crucial step in the selling process Develop your prowess in the group dynamics of complex decision making and you will be the all-star of new business development in your firm There are many identifiable decision influencers in a business They include the executive, the user, the outsider, and the deal killer
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The Executive
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The executive influencer is the person with the most power in the decision to engage you This person has big YES authority Big YES authority means that this person listens to all the recommendations from others and makes the final decision to hire you The larger the financial commitment to hire you, the more likely it is that strong power resides in a top executive When small dollars and limited services are involved, executive power can reside in the user If you do not obtain an audience with the executive decision influencer, your chances of making the sale diminish rapidly
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The User
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The user is the person in your prospect s businesses who will interact with you and most frequently use your services directly In-house counsel, corporate controllers, and risk managers are a few of the possible users Since the user is going to be interacting with you the most and it s to the business s benefit that the user get along with you and feel comfortable with you, the other influencers often give a good deal of weight to the user s recommendation However, others on the team may be hiring you to supplement the skills of the user or to help outplace and hire a new user The user influencer will almost always have big NO authority and little yes authority
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