I’ve heard there are 5.7 decision makers for each sale, and ‘unknown’
influencers. Yet there is no difference between ‘decision makers’ and
If you want to move and your daughter is in her last year of high school, is
she a decision maker or an influencer?
If your tech group isn’t available to implement a new program until they
finish current work, would the tech director be an influencer or a decision
If your company is going through a merger and the teams haven’t been merged
yet, would the director of the groups that needed training be influencers or
If you think some of your folks need coaching, would the coachees be
influencers or decision makers?
See what I mean? “Decision Maker” and “Influencer” are arbitrary
delineations. Until everyone who touches the final solution buys-in, and
change is managed, no buying decision w... (more)
There is no reason to try to make an appointment with a cold call. Think
Who will take the appointment? Only those already seeking a solution, so the
moment you enter you’re already in a competition. You have no idea if the
person you’re speaking with offers a fair/accurate representation of the
buyer’s ‘needs’. You have no idea (nor do they, probably) if all the
decision makers and influencers have assembled and offered their thoughts on
needs – so you have no way of knowing if there is a real match between your
solution and their need. You do now know what percentage... (more)
C: Hello, Sharon? Joe from Mimeo calling. How you doin’ today? [I assume he
was attempting to be intimate, not knowing that anyone intimate with me would
never call me ‘Sharon.’]
SDM: Do you know if that’s my correct name?
C: I do know. It’s your name.
SDM: Really? Are you absolutely certain?
C: I am.
SDM: How can you be so certain?
C: Wait. Aren’t you Sharon? Is Sharon there?
Seriously. That call happened. Word for word.
E: Hi. I’m calling from Ecsell. Is this Sharon?
SDM: Is this a cold call?
E: No. It might be a partnership call and I might be able to hire you as a
Offering free programs to prospects is a massive waste of resource: not only
are you trying to get prospects you don’t know to spend time they don’t
have to do something they don’t think they need, it becomes a double sale
– you must then discard ‘no-sayers’ from your list of perfectly good
prospects who might have bought.
You could convince me if it worked. But the prospects that show up are either
merely looking for a freebie (and possibly send lower level people) or are
actually trialing several solutions.
It’s possible to use the phone to actually sell your solution! You do no... (more)
80% of your prospects will buy a solution similar to yours within 2 years of
your connection, but not from you; your relationship-building, price breaks,
marketing campaigns, etc. are irrelevant until they have their ducks in a row
and are ready to bring in a solution.
Indeed: the time it takes buyers to manage changes they’ll face from
bringing in your solution is the length of the sales cycle. And you’re
not helping them manage the change.
A purchase is the last thing a buyer needs. But since sales only addresses
the solution placement portion – the last steps – of a buyer’s jo... (more)