OVERCOMING COMMON OBSTACLES IN REACHING DECISION MAKERS

One of the biggest challenges you face as a field-level salesperson probably centers around making contact with the individual who ultimately controls the checkbook within his or her organization. This decision maker is entrusted with company resources and can thus say yes to your proposal—and actually make it happen. Here’s how to deal with three of the most common reasons this is so often a trouble spot for sales professionals.
Problem 1: Identification
In order to identify this individual so critical for your sales objective, ask yourself two questions:

• At what level in my own organization would final approval for this type of sale have to be made?
• Should I be looking higher up the corporate ladder or lower?

Once you’ve identified the right level in the buying organization, you’ll need to confirm that this person will actually wield that authority on the sale. You can do this either by asking the suspected individual directly or by getting your information from a reliable source—guessing is never a recommended method.
Problem 2: When You’re Blocked
You may have correctly identified this individual but he or she is out of reach—either blocked by a protective lieutenant or someone who is not receptive to what you are proposing. Dealing with this problem often merely requires the use of a good proxy; someone else in your organization at the same organizational level, or with established credibility with this individual who can help you gain access. Also, if you are able get to the decision maker early in the process—before the objector to your proposal has a chance to—the decision maker is more likely to say yes.
Problem 3: The Discomfort Zone
There are usually two reasons salespeople feel discomfort about meeting with the person holding the purse strings:

• Feeling intimidated by someone who appears too busy or too successful to care about what you have to say.
• Feeling uncertain about what you’re doing there.

To overcome feelings of intimidation when you interact with this individual, just remember that he or she is a human being. And, since you’re offering that person a solution, you are in a position to provide something they want.
To reduce any uncertainty about what you’re doing there, make sure every time you contact this person that you have a clear reason for doing so. Find out what he or she wants, as well as doesn’t want, understand their concept, and establish credibility.
Establishing a win-win outcome with this singularly important decision maker is easier when you understand the real and perceived roadblocks and prepare a strategy for overcoming them.