Sales reps typically want to go straight to the decision maker. However, in most organizations, the decision maker is supported by a network of team members who can also influence the outcome of the deal. As a result, developing skills to deepen trust with everyone in the customer organization is vital.
Keep reading for four strategies and skills to help differentiate your organization from your competitors by creating a strong brand based on collaborating with the customer to help them achieve their most important objectives:
This wider network of contacts is sometimes referred to as the "circle of influence," and it can be broken down into four categories:
Developing an effective strategy for building relationships across the organization starts during the account planning process. It is here that you begin to map out everything you possibly can about the structure of the customer’s organization. Don’t just limit your research to the decision maker; develop as much background as you can on everyone in the decision maker’s circle of influence who could have an impact on the sales process.
Once you have developed a comprehensive contact list for your target account, you go about building relationships with these people in exactly the same way that you would with the decision maker.
Keep your behavior consistent during all your interactions across the customer organization and provide everyone with the same level of respect and support that you would give the decision maker.
About the author
Walter Rogers has created and led businesses in 13 countries on three continents, has been interviewed on over 100 shows on CNN, CBS, and ABC on the topics of sales, CRM, sales management and corporate productivity, is on the Advisory Board of DePaul University Center for Sales Leadership and was a Texas eCommerce Awards finalist for two consecutive years. His passion for CRM enabled sales performance transformation inspired his two books, Pathways to Growth, co-written with business partner Tony Robbins, and Spark!
Grow relationships with customers and prospects by becoming a social seller. Read this e-book to learn how.