If you’re in technical sales, or any kind of sales for that matter, you usually focus on the decision maker. This is the person who can say yes, sign that contract, and close that deal. However, it can often be hard to get in touch with them, especially if you don’t know them personally. Maybe you’ve used all the outreach methods you can think of, but you still haven’t been able to connect with them.
The good news is that you don’t always have to target just the decision maker. Although this isn’t often mentioned in technical sales training, there are other people you can reach out to and get nearer to that sale.
When you can’t approach the decision maker, the people you can target are the circle of influence around them. These are people who can impact the decision maker’s buying decisions. The circle of influence can sway the decision one way or another, depending on their opinion or research. If you are able to build a relationship with the someone from the circle of influence, you are one step closer to the decision maker.Technical Sales Training Tip 1: Who are in the Technical Sales Circle of Influence?
One important technical sales tip is to find out who belongs in the decision maker’s circle of influence. Usually, people who work for them, or their subordinates, are part of this circle. These are the people who work with each other on a daily basis. Subordinates are usually in charge of certain areas of the decision maker’s job, so they have direct access to them.
Another circle of influence are cross-departmental teams. Usually, there are regular meetings with other departments – purchasing, engineering, and operations, for example. During these meetings, someone from one department can recommend, refer, and pass information about what you’re offering.
Technical sales engineers should not forget about reaching out to these circles of influence. Theses circles of influence can help shorten your technical sales cycle and get you in touch with the decision maker you are looking for.
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