By Jeff Beals
In almost any given deal, there is someone other than the decision maker who has influence over the process. Sales pros should not only discover the influencers but must honor them as well.
Working with influencers takes work. Some salespersons resent having to take the time with people who aren’t the primary prospect. Don’t fall into this trap. Holding animosity toward influencers or even feeling annoyed because of them is dangerous. If you don’t embrace those who influence your prospect, you run the risk of scaring off both the influencer and the prospect.
Ultimately, working with an influencer is in your best long-term interest. When prospect and influencer are both sold on an organization, the prospect has a higher likelihood of being a good client and a greater chance of being retained for an extended period of time. That means you ought to be happy when the prospect’s colleagues (if it’s a B2B deal) or friends/family (if it’s a B2C sale) want to be involved in a decision. It can be an encouraging sign when the prospect wants affirmation from people close to him or her.
Smart sales pros want influencers to be involved. Early involvement by influencers may actually increase the likelihood of client/customer retention down the road.
Jeff Beals is a professional speaker and award-winning author, who helps professionals enjoy greater success through effective sales, marketing and personal branding techniques. He delivers energetic and humorous keynote speeches and workshops to audiences worldwide. To discuss booking a presentation, go to JeffBeals.com or email at firstname.lastname@example.org or call us at (402) 637-9300.
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