Good Guys & Bad Guys

Problem:  Sean was frustrated.  Twice in one month someone in the prospect’s organization had sabotaged him after he thought he had made a sale.  In both situations he’d been in front of the decision maker, but both sales fell through nevertheless.  Ever happen to you?

Analysis:  Sean had done a great job of getting in front of the decision maker, but he had failed to determine if there were any influencers who might favor another vendor.  Let’s face it, often others in the company are able to get Vito’s ear and persuade him that your solution might not be the best.  These people are called the “bad guys” (detractors) because they favor your competition or, even worse, have developed a bias against you, your company or your product.

Solution:  While we preach that you must be in front of the decision maker, you cannot overlook the influencers.  You may have a number of people who favor your solution, obviously they’re your “good guys” (supporters), but one bad guy can ruin the whole party.  Authority is found in the organizational chart, while influence is found behind the scenes.  An important part of your strategy should be to discover who the detractors are and enlist the assistance of your supporters in neutralizing their negative influence.  Take a moment to ask your supporters, “Who in the organization might not want to see us get the business and why?  How can you help me make sure they don’t sabotage our efforts?”  Obviously, this tactic requires that you have very strong support from the “good guys,”  but, after all, isn’t that what selling is all about?