The logic behind this thinking is that it’s a waste of time meeting with influencers because these people can’t sale the decision maker.
However, could this be a short sighted myth with hidden consequences?
Of course, when a powerfully entrenched idea like this enters the psyche of sales and marketing people there is usually some truth behind it. This is because under normal circumstances it’s better to meet with the ultimate decision maker for the obvious reasons.
Of course, it’s better to have the person that can sign their name on the contact in the proposal meeting. However, many times it will simply not be possible to make this happen and so should you instruct the IT appointment setting team to decline any sales meetings when the owner is not going to attend?
In fact, this is exactly what many computer consultants do but is this the most profitable course of action.
Two Steps to Follow
Instead of taking this narrow minded approach you can capitalize on these opportunities if you keep a couple of principles in mind. First, you have to combat the fact that influencers are not normally as passionate about your offer when they present your marketing IT services proposal to their boss.
This best way to accomplish this is to sell using emotion and help the influencer ‘see’ how your solutions will benefit them personally. One technique is to be direct and simply ask the question, “if we can solve problem x, how would that impact you personally?” In one real life situation this is exactly the method a very savvy computer consultant utilized and the answer lead to a powerful emotional connection as the influencer answered by saying that problem x was literally going cause him a divorce.
Next, this same superstar tech knew that even if his influencer was emotional connected to his solution he still might not be able make a articulate pitch for the decision maker to set up a meeting with the salesman. This is why it’s important to instruct your influencer in exactly how to approach the owner so that he can successful set up an introductory meeting. In the same story this tech sales guy instructed to influencer to mention the exact amount of money they had both agreed they were losing because of problem x.
Utilizing these two steps does take more effort than the average salesman would care to expend but if you’re truly money motivated then going the extra mile will not translate into throwing out the baby with the bath water. Our innovative salesman ended up closing a very large organization because he meet this the influencer, used emotion to make his solution personal, instructed the influencer on how to get him an appointment with the owner. Therefore, if you can cast aside this busted myth then you can open more doors to even greater opportunities for your marketing IT services.