The reality is we mostly sell to influencers and product users. That is not a bad thing. These individuals are usually the ones dealing with the pain of solving problems. Their jobs are at risk and they have to hit specific goals and metrics. If your solution is a potential answer to their challenges, then you have a pretty good chance of the real decision maker speaking with you or at least seeing your offering.
The key to getting to a decision maker without ever speaking to them requires one key element – Coaching. You need to coach your influencer or product user and enable them to sell your solution without you in the room or on the phone. This is certainly no easy task but, this is how a majority of deals get done these days. Disagree? Great, use the comment section below to have your voice heard.
So how do we coach our influencer or user to put them in a position to win us the deal? First, you need to ask your prospect what their boss uses as their buying criteria. Be sure you understand how the decision maker makes a buying decision. What type of data do they need? Case studies? References? Estimated return on investment? How long will it take for you solution to produce measurable results that impact the business? All these questions and more can certainly be part of a decision maker’s buying criteria. Your job is to produce this content and frame it in a presentable way. Not for yourself, but for your influencer. In part 2 of this article, I will explain how to frame content so your influencer or product user can sell you product to their boss.