Access to the right people is a crucial part of the sales process. It involves identifying and reaching out to decision-makers, influencers, and other key players within an organization or prospective customer’s business. This can be challenging, as these individuals are often busy and may have gatekeepers or assistants who screen their incoming communications.
There are several reasons why it can be challenging to get a meeting with an executive to sell to them:
- Time constraints: Executives are typically very busy and have limited time to meet with potential vendors or salespeople. They may prioritize meetings with existing customers or colleagues over meeting with new salespeople.
- Gatekeepers: Executives often have assistants or other gatekeepers who screen their calls and emails, making it difficult for salespeople to reach them directly.
- Decision-making process: Executives typically involve high-level decision-making and may require more information and persuasion before committing to a purchase. This can make it more difficult for salespeople to meet with them.
- Limited resources: Executives manage a budget and allocate resources for their company. They may be more likely to invest in products or services that demonstrate a clear investment return.
- Skepticism: Executives may be skeptical of sales pitches, especially if they have had negative experiences with salespeople.
- Competition: Executives are constantly bombarded with sales pitches and have limited time, so they are selective about who they meet with.
To overcome these challenges, you must establish a relationship with the executive by leveraging your professional and personal networks, providing value through helpful information, and highlighting the unique benefits of their product or service. Additionally, they should be prepared to articulate their value proposition clearly and succinctly and to demonstrate how their product or service can help the executive achieve their business goals.
Who are the right people?
Determining the “right people” to sell to within an account can be challenging, but there are several strategies that can help:
- Identify key decision makers: Understand the decision-making process within the account and identify the key individuals responsible for purchasing decisions. This may include executives, managers, and department heads.
- Understand the organizational structure: Understand the design of the account and identify the key stakeholders the product or service will impact. This may include individuals from different departments such as IT, finance, operations, and marketing.
- Research the account: To understand their current pain points, goals, and objectives. This will help to identify the key individuals who will be most interested in your product or service.
- Identify critical influencers: Identify individuals within the account who have significant influence over the decision-making process but may not be the ultimate decision-maker. These key influencers can help to build support for your product or service within the account.
- Leverage existing relationships: Leverage any existing relationships within the account to identify key decision-makers and stakeholders.
- Be prepared for changes: Be aware that organizational structures and decision-making processes can change, so staying informed and maintaining relationships with key individuals throughout the sales process is essential.
By following these strategies, salespeople can identify the “right people” to sell to within an account and increase the chances of closing a sale.
There are several strategies that you can use to gain access to the right people:
- Networking: Building relationships and connections within an industry or community can help you get introduced to the right people. Attend industry events, join relevant professional organizations, and try to get to know people in your field.
- Research: Use online resources and company websites to learn more about the organizations you are targeting and the individuals who work there. This can help you identify key decision-makers and understand their roles and responsibilities.
- Cold outreach: If you don’t have a personal connection or introduction to the person you are trying to reach, you may need to initiate contact directly. Be respectful and professional in your outreach, and make it clear why you are going out and what value you can offer.
- Leveraging referrals: If you have a satisfied customer or business partner willing to introduce you to someone in their network, this can be a powerful way to gain access to the right people.
By building relationships, researching, and being persistent and professional, you can increase your chances of gaining access to the right people and moving your sales efforts forward.