Buying Influences
Develop a strategy to call on accounts at all levels.
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Whom do you contact when developing a strategy for calling on an account? What do you say when you reach these people? How do you gain commitment from these people? We emphasize the importance of penetrating an account at all levels by dividing an account into four buying influences: Economic Buyer, User or Worker, Technical Buyer, and Coach. We explore and discuss ways to address each influence's real and perceived risks.
Why accept "No" from someone who can't say "Yes?"
However, all too many times, we do! Why? There are several reasons. The biggest reason is that we may need to determine the actual decision-maker. We call this person the economic buyer. The economic buyer is the person who can approve your solution without having to get permission. In other words, the economic buyer is the final decision maker. The road to the economic buyer can be long and winding. While it would be nice if we only had to call on the economic buyer, we must deal with people at all levels and departments of our customer's organization and institution. One must deal with the various influences within an account to increase the chances of winning business. Their risks, both real and perceived, must be addressed and resolved.
Topics Covered
  • Learn about the four types of people in accounts and what is important to them.
  • Understand how real and perceived risks impact your ability to close business.
Learning Objectives
  • Learn how to work with different types of people in an account regardless of their position.
  • Learn how to make people more comfortable working with you.
Desired Outcomes
  • Thorough penetration of an account at all levels.
  • Gain commitment and consensus throughout the sales process.
  • Visualize and understand buyers' perspectives and address their risks.
  • Increased business from both current and new accounts.

Register Now!
60 minutes. $149.00 per attendee.
Friday, July 12, 2024, at 11:00 AM ET / 8:00 AM PT.
Click here to register.

Wednesday, November 20, 2024, at 11:00 AM ET / 8:00 AM PT.
Click here to register.
See our public course schedule for locations and dates. For More Information On This Or Other Courses Contact Us

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