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Today we are going to be talking about the four decision-makers that you need to be aware of in higher ticket sales. These are the people that have the most influence over the decision-making process so, especially in enterprise-level purchases, you have to know who they are and understand how their process works if you want them to buy from you.
You know, when you’re selling to a small business, with one owner, who’s got just a small team employed you really only have one or perhaps two people that you’ve got to get across the line. In a bigger organisation there are a number of different decision-makers so, the complexity is higher.
One of them, probably the most heard of, is the economic buyer. He or she is the person that has the final sign off in terms of the money, the one that can sign the check. There is a certain school of thought that says that we need to get in front of the economic buyer and that’s the only person that we need to be worried about, that’s not true.
It is a mistake people make quite often. They just try to sell to the economic buyer, they pitch their proposal to him and they don’t bring the other decision-makers into the process. Eventually, the whole thing gets sidetracked.
In fact, the economic buyer usually has a pretty big influence in the decision-making process but, what about the technical aspects of the purchase, who takes care of making sure that whatever it is that the company buys is compliant? Have you considered how important is his or her influence over the final verdict?
There are other aspects as well that you have to consider because these big companies take care of evaluating many different aspects of a product or service before signing that check.
The thing is, there is no common rule. In every company the decision-makers are different and have different levels of authority, you may have to deal with two of them or you may have to deal with all four at once, that’s why you should be prepared.
So, if you want to know what these decision-makers are, I really encourage you to listen to this episode. I’m confident you will get something very useful out of it.
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