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Most companies have several outsiders that influence any decision to engage a major professional firm Investment bankers, commercial bankers, surety bonding agents, outside board members, family members, and other professionals are some
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Outsiders usually have big NO authority In many cases, the outsider can be a strong YES influence on the executive influencer when referring you into the opportunity
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In every organization, there lurks a person who has big NO authority That person evaluates you or your firm on a set of technical standards and says to the others that you pass or fail This person s sole job is to screen out the professionals who do not measure up You must identify this person and learn about the set of standards he or she has set
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eople make decisions emotionally and justify them with logic But perceptions drive the emotions For thousands of years, the perception that the world was flat drove the emotion of fear that kept people from sailing too far west In any company, the perceptions of the various decision influencers may be similar or quite different If the perceptions of individuals within an organization are radically different, the decision process will be more difficult for you to influence
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If each of your decision influencers perceives that the business is in a high-growth, stimulating economy, a decision to change service providers is relatively easy But, if some believe that economic conditions are uncertain, they will likely believe a business should hold onto its tried-and-true advisors in such times, and you may have difficulty replacing the incumbent professional Compare the perceptions of business among your decision influencers and look for consistencies and differences that may provide clues on how to close the sale later
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An owner of a business that was getting lousy service from their accounting firm told me, The hardest decision I have ever made in my business career was to change accounting firms 12 years ago That told me that his emotional switching costs were too high to overcome in a short few meetings He valued loyalty and feared confronting a poorly performing professional Such insight helped us develop a winning sales strategy that did not threaten the incumbent firm, but focused on services the client was not presently receiving
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During the past 20 years, I have found that a high percentage of companies who consider changing service providers keep the incumbent, when the incumbent is allowed to also propose Beware of the fools gold of proposing against an incumbent Learn the value system of each one of your buying influences by asking lots of questions, the answers to which tell you
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about the values held most dear When you understand the value systems of each person, you will be able to devise a sales strategy that has a high probability of success
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ersonality styles have been studied since biblical times The ancient Greek Hypocrites identified four distinct personalities Others have identified many more and have concluded that everyone has several personality styles I have learned that you can do a lot with Hypocrites four styles: directors, compliants, influencers, and steadies These styles are similar to a modern system called DISC
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The directors are usually quick decision makers and will allow you only a small amount of access time They require few facts and are very bottom-line and goal-oriented Directors live life their way Director personalities are exhibited in a high percentage of CEOs
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Compliants
Compliants are people who measure their decisions by some internal or external set of rules The compliant personality is a methodical decision maker and will examine many facts Engineers, accountants, and doctors have a high percentage of compliant personalities