The days of a single decision-maker are fading.
According to Gartner, the modern sales process is increasingly complex, with 6.8 people involved in the average B2B buying decision.
This means sales professionals must navigate a web of stakeholders, each with their own priorities and perspectives. The top priorities of the CFO (financial stability of the vendor, impact on other strategic initiatives, risk mitigation) many times are not the same as the top priorities of, say, the VP of Sales (ease of implementation, scalability, integration with existing tech stack).
But the challenge isn’t just the number of decision-makers; it’s the difficulty of getting everyone together.
When key players miss your presentation, they rely on secondhand information, potentially diluting your message and impacting the deal. This reminds me of the game “Telephone” I would play in grade school – At the start of the telephone line, the original message is “She sells seashells by the seashore,” and by the time it reaches the end of the line, it’s morphed into “Shelia sells sushi by the sushi store.” Simply put, missed presentations mean missed opportunities.
While you can’t always control the buying process, you can adapt your strategies to increase your chances of success.
Here are 5 proven tips we use here at Carew to help you master the art of selling to multiple decision-makers:
1. Offer to Repeat Your Presentation
Don’t assume your primary contact will automatically request a repeat performance for those who missed it. Be proactive and offer to present again, either in person or virtually, to ensure all key stakeholders have access to the same information. No corporate game of Telephone here!
2. Create Compelling Leave-Behind Materials
Leave-behinds aren’t just brochures anymore. They should be:
- Concise: Respect busy schedules with clear, impactful summaries.
- Visually Appealing: Use professional design and graphics to capture attention.
- Customized: Tailor content to address each decision-maker’s specific needs and pain points.
- Digital-Friendly: Provide materials in formats easily shared and accessed electronically.
3. Empower Your Internal Champion
Your primary contact is your advocate within the organization. Equip them with:
- Key Talking Points: A clear and concise summary of your solution’s benefits and differentiators.
- Answers to Common Objections: Anticipate potential concerns and arm your champion with persuasive responses. Of course, their response should come after completing their L-A-E loop of Carew’s LAER: The Bonding Process®. Download our Handling Objections Using LAER: The Bonding Process® white paper to explore the power of LAER when handling objections.
- Success Stories: Share relevant case studies or testimonials that resonate with the decision-makers’ industry or challenges.
4. Collaborate on the Communication Strategy
Work with your primary contact to understand the organization’s internal dynamics and communication preferences.
- Who holds sway over the decision-making process, even if they aren’t the final approver?
- Adapt your messaging and materials to resonate with each influencer’s priorities.
- Explore tools like shared online workspaces (at Carew, we use digital Smart Rooms powered by our partner JourneyDXP) or project management platforms to facilitate collaboration and information sharing.
5. Build Relationships at Multiple Levels
While getting in front of all decision-makers is ideal, building relationships with influencers at various levels can be equally valuable.
- Network! Attend industry events, connect on social media, and seek opportunities to engage with potential decision-makers and influencers.
- Share relevant insights, articles, or resources demonstrating your expertise and commitment to their success. You should always aim to be a valuable resource for your customers.
- Stay in touch with key contacts even after the sale is closed to create long-term loyalty and potential referrals.
Selling to multiple decision-makers is a complex but essential skill in today’s sales environment.
By proactively engaging all stakeholders, providing tailored information, and empowering your internal champions, you can increase your chances of success and build lasting relationships with your clients.
