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How To Sell To Decision Makers

How To Sell To Decision Makers

As a business representative or a sales personnel, it is important to have a deep understanding of how the business hierarchy operates. 

This would not only enable you to promote your product or business effectively but assist you in identifying key individuals you most definitely must have in your corner.

The rule of thumb in marketing is that the decision-makers in a company, are at the helm of all affairs of the company.

Either through their strong financial stake in the business or their intellectual property; this set of people has attained a level of power and control over what goes in and what comes out of the business.

How To Sell To Decision Makers

You do not want to piss these people off!

This article will be serving you with great tips on how to sell your product to these decision-makers in a way that keeps them happy and coming back for more. Let’s get cracking!

Who are the Decision Makers?

The decision-makers are the stakeholders of a company, empowered with the authority to make important and informed decisions in the interest of the company.

The decision-makers in a company are not only the CEOs or the officials in top management positions. They are also leaders at different levels and positions in the organization.

From the staff supervisor to the HR manager, to the team lead, to the company secretary: these individuals each have important and collective parts to play in the development and growth of a company. Hence their decisions and inputs are extensively valued.

The individual goals of these important persons, are to make informed decisions about products and services required for fulfilling the company’s primary objectives.

As we all know that too many cooks spoil the broth, it is then important to note that not all the stakeholders or staff In a company can be ‘Key’ decision makers

Therefore, the process of making important decisions requires the input of different stakeholders performing different functions, for the cumulative purpose of making growth-oriented decisions. 

the gatekeepers,  the influencers, and a selected few would carry out the final decision-making process.

The gatekeepers are those personals that have the ears of the key decision-makers in a company. The gatekeeper has a personal relationship with a key decision-maker and can influence and make your case before the key stakeholders.

They can be easily identified by the suffix: “assistant”, added to their job title. They usually understand firsthand, the needs of the company and how these needs can be provided for.

These are the people you have to communicate with, to determine if your product is the perfect fit for the company.

Another important member of the decision-making process is the influencer. This individual is employed in the company and most likely carries out research functions in relation to the needs and wants of the organization. 

Although the influencer has no power to implement decisions they can however push forward relevant information about your product that would in turn influence the decision of the key decision makers. 

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Once you are sure that your product or offer aligns with the company’s pain point, the influencer has the power to provide you with relevant answers to your questions as to ‘how’, ‘what’, and ‘when’.

Now the final and most important members in the decision-making process are the ‘Key’ Decision makers. These are the people who have strong financial stakes in the business, allocate budgets, and put a final stamp of approval on all decisions made.

The function of the Decision maker does not stop at the point of making a final decision, but it also extends to supervising the implementation of your product once your offer has been accepted. The decision maker can either do this directly or indirectly (through the gatekeeper or influencer). 

The key decision-makers are usually the CEO, executive directors, or vice president.

Selling To Business Decision Makers and Change Makers

Earlier in the article, we examined the process of decision-making in a company, the members of staff involved in the process, and the respective parts played by each of them. 

Now, It is important to note that knowing the key decision-makers in a company is one thing, but knowing how to sell your products to these key decision-makers is another entirely. 

Here, this article would be providing you with the important tips you need to know about selling your products effectively to the key decision-makers in a targeted company.

Important Tips:

Before going to that company to sell your product, there are a few tips and details that you should look out for so as to ensure that you receive positive feedback and build a long time relationship with the decision-makers.

1. Invest in Your Product and Yourself:

Before you proceed to sell your product to decision-makers in a company, it is essential that you invest a reasonable amount of time in researching the pain points of the company and adequately.

Once you are confident that your product satisfies the required criteria, then you can proceed to sell your products confidently. The prominent rule of thumb in sales strategy is to believe in your product. Confidence in your product would propagate a sense of belief. 

As a sales representative or a business owner, it is essential to note that the act of optimization and evolution is not only important for your product but also for you as well.

Participating in workshops and educating yourself consistently about how to run a successful business would give you great insight into the different marketing strategies available to you in the world of business.

Also, apart from investing your time in developing yourself and your product, there are so many grants and loans that enable you to invest financially into your product.

This allows you the opportunity to develop your product to satisfy the needs of your potential customers, thereby making it almost impossible for them to refuse your offer.

2. Develop A Strategy:

Another important tip is to develop a marketing strategy that provides for the different sects of the decision-making process. 

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Earlier in the article, I mentioned three sets of people that contribute to the decision-making process in a company: the gatekeepers, the influencers, and the key decision-makers.

In creating a marketing strategy for selling your product to a company, you must strategize in such a way that provides for distinguished personas.

To develop a proper strategy the most effective mode of approach would be to conduct comprehensive research as to the individual backgrounds of the persona, their individual goals, and how these goals collectively affect the company’s objectives and vision.

This would also aid in determining if your product is the best solution for the company’s pain points.

Even at the point of decision-making, the in-depth research and carefully crafted marketing strategy buttressed with strategic and personalized information would help the key decision-makers to come to a quick resolution, thereby speeding up the process of decision-making and most importantly selling your product to your targeted company. 

3. Build Quality Relationships:

While trying to sell your product to the key decision-makers in a company, you must build quality relationships and form a valuable alliance with other personas such as the gatekeepers and the influencers.

One key attribute of us humans is the desire to be relevant and needed. Therefore, it is important to ensure that all the other personas involved in the decision-making process are included in your strategy.

The best way to form a relevant alliance with the gatekeepers and the influencers would be to create a deep sense of familiarity, by engaging in relevant conversations, asking for their advice even when you know what to do, and checking up on them once in a while.

This sense of familiarity would ensure that they are more than willing to vouch for you at the decision table and mention your name behind the closed door. At the end of the day, what is the essence of a good product when it is left to gather dust on the shelf?

Building a rapport with these personas also gives you an insider’s perspective about the company. If you are lucky, you might even be let in on some company secrets, which would give you an edge when it is time to pitch and sell your idea to the key decision-maker.

4. Form Partnerships:

The best way to create a long-lasting relationship with an organization is to partner with them. Instead of proposing to sell your product to the company offer to ‘Partner” with them. This allows the company sees itself as valuable to you. What better way to get results than to strengthen their ego?

In the process of encouraging the company to form a partnership, there are some key factors that you should play to enable you to derive maximum results.

Firstly ensure that you give the company great incites into specific qualities of the company they might not be paying close attention to. This creates an avenue for the company to see that you are responsible and enthusiastic about the partnership.

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Another factor would be to emphasize the objectives and the key performance indicators of the company, pointing out opportunities and gaps where your product would be perfectly fitted for.

Then leveraging on your sources, you must give them an idea of what to expect when your partnership or sale is fulfilled. 

Implementing these key factors in your sales pitch and marketing strategy will have the key decision makers retain gout of your hands in no time.

SUMMARY

In the business world today, there are so many business ideas and products that have not seen the light of day due to the lack of two simple factors: improper planning and low sales.

It is however important to note as a sales representative or a business owner, that even if your product is the best in the market and you have not hacked the skills required to sell yourself and your product, you would derive little or no profit from your investments in the product.

 This article provides you with all you need to know about selling your product to your targeted companies. From a clear explanation of all the personas involved in the decision-making process, their roles and cumulative functions, the best way to access and identify them, and most importantly the four important points on the best ways to sell your products.

FINAL THOUGHTS.

As a salesperson who wants intends to take the business industry by storm, one should be aware of the fact that different individuals would have various thoughts or interests about products in the first instance.

It is then up to you as a sales representative to portray and pitch your product in a way that influences their businesses positively.  

Therefore ensure that your marketing strategy is persuasive enough to ensure the purchase of your product by key decision-makers in an organization.

Also as emphasized in the article, the importance of building a good relationship with all personnel involved in the decision-making process would further increase your chances of a sale.

Remember in your dealings with individual personnel, keep in mind that not all CEOs, Influencers, or gatekeepers are the same, therefore they would most probably not respond effectively to the same marketing strategy. Therefore ensure you carry out thorough research as to the best methods for each persona.

In conclusion, the art of selling a product required confidence and hard work. So if you fail to sell to your targeted company the first time, conduct a proper analysis of your product.

Examine the feature of the product, identify and fix the issue, re-strategize, conduct further research on the targeted companies, communicate with gatekeepers and influencers and try again!

Who said selling products to decision-makers was an easy task?

Hope this article, has given you a few incites as to the dos and don’ts of selling your products or businesses to key decision makers and your targeted companies. You are most welcome!

Richard Odds

Richard Odds is a Digital marketer SEO expert, and a business strategy planner, Chief Editor at Mss Resource where I help small business owners and marketers generate more leads, new paying users, and optimize their funnels with data-driven Marketing & SEO tips that work.

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