Why accept "No" from someone who can't say "Yes"?

In the ideal selling situation you deal with the true decision-maker, or economic buyer. This is the person who can approve your proposal without having to get permission from anyone else. Of course, we call it the ideal situation, because it often doesn't happen that way.

"While it would be nice if we only had to call on the economic buyer, we must deal with people in all levels and departments of our customer's organization,"says sales trainer Andrew Sharp with Sales Concepts. "To increase the chances of winning an order one must deal with all of the various influences within an account. These people's risks, both real and perceived, must be discovered, addressed, and resolved."

According to Sharp, "the people of customer organizations can be dissected into four categories: Users, Technical Influences, Coaches and Economic Buyers. This holds true for large corporations, small businesses, educational institutions or the government." Here are the four people categories and how he advises you reduce both their real and perceived risks:

User: The person(s) who will directly use your product or service
To reduce their risks discuss and demonstrate training, safety, convenience, ease of use, error correction, time savings, and technical support. Show how you and your company will support them on a daily basis.

Technical Influence: The person(s) who will evaluate your product or service based upon their area of expertise
They may include engineers, technical specialists, general counsel, purchasing and other specialists. To reduce their risks present data, specifications, white papers, performance benchmarks, research, studies, charts, graphs, testing procedures, logistics, contracts, pricing, etc. Make sure all questions have been answered.

Economic Buyer: The person who can say "Yes" to spending money on your product, service or solution without getting anyone else's permission
They are usually found in the management or executive levels within organizations. To reduce their perceived risk cover cost of ownership, return on investment, cost justification, alignment with their corporate objectives, payback, etc. Deliver a strong business case.

Coach: Anyone who will provide information about the customer or project
They can be anyone and can be found anywhere. By definition they generally want to see you win. Their risk is that you don't win, so heed their advice.

Sales Concepts provides experiential sales training and learning services for people who work in sales, management, customer support, and field service, contributing to the growth and development of these professionals and the companies they represent. Learn more at www.salesconcepts.com