Unfortunately there is no consistent shortcut to finding the real buyer…the one who has the most to gain by signing your deal or perhaps the most to lose if the deal falls through.
You need to invest the time necessary to find the key executive who can move the deal forward past obstacles like sticky procurement processes or stingy finance folks.
The deal is a big one and you are willing to put in the time and the effort to find that key buyer. But where do you look? Executive sales training experts say that you need to:
- Do your homework.
Understand your client organization’s industry, buying process, decision making protocol, and political structure as well as the personal motivations of key stakeholders. Do not be swayed simply by titles…you may find that the “real” buyer is not at the top of the organizational chart at all.
- Time it right.
Often the relevant executive is not involved throughout the buying cycle. They are apt to set the course at the beginning and then reemerge at the final stage. So you need to get in on the opportunity early so you can have some influence over the definition of the problem and the solution criteria.
