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 the real and perceived risks of each influence.

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

However, all too often, 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 requiring approval. 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 ideal if we only had to engage the economic buyer, we must work with people at all levels and across all departments of our customer's organization and institution. One must address the various influences within an account to increase the likelihood of winning business. Their risks, both real and perceived, must be addressed and resolved.

• 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.

• 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.