How do you handle multiple decision-makers in outside sales?

1 Know your buyer personas

Before you approach any account, you need to do your homework and research the different buyer personas involved. A buyer persona is a semi-fictional representation of your ideal customer, based on their goals, challenges, preferences, and behaviors. By creating buyer personas, you can tailor your message and value proposition to each decision-maker, and understand their pain points, motivations, and objections. You can use tools like LinkedIn, company websites, social media, and online reviews to gather information about your buyer personas.

2 Map out the decision-making process

Once you have identified the buyer personas, you need to map out the decision-making process for each account. This means finding out who are the influencers, gatekeepers, users, and decision-makers, and how they interact with each other. You also need to know how they evaluate and compare different options, what criteria they use, and what timeline they follow. By mapping out the decision-making process, you can align your sales strategy and tactics with the buyer's journey, and anticipate any potential hurdles or objections.

3 Build rapport and trust with each decision-maker

The next step is to build rapport and trust with each decision-maker, and establish yourself as a credible and reliable partner. You can do this by asking open-ended questions, listening actively, showing empathy, and providing value-added insights and solutions. You should also demonstrate your expertise and authority by sharing relevant case studies, testimonials, and data that support your offer. Additionally, you should leverage social proof and referrals from existing customers or mutual connections to increase your trustworthiness and influence.

4 Coordinate your communication and follow-up

One of the most important aspects of handling multiple decision-makers is to coordinate your communication and follow-up with each of them. You don't want to send mixed or inconsistent messages, or leave anyone out of the loop. You should use a CRM system or a sales enablement tool to track and manage your interactions with each decision-maker, and ensure that you follow up with them regularly and timely. You should also use different channels and formats to communicate with them, depending on their preferences and availability. For example, you might use email, phone, video, or face-to-face meetings, and send them reports, proposals, demos, or samples.

5 Facilitate consensus and collaboration

The final step is to facilitate consensus and collaboration among the decision-makers, and help them overcome any internal conflicts or disagreements. You can do this by highlighting the benefits and value of your offer for each decision-maker, and addressing any concerns or objections they might have. You should also emphasize the urgency and scarcity of your offer, and create a sense of FOMO (fear of missing out) among the decision-makers. Moreover, you should identify and leverage the most influential or supportive decision-maker, and ask them to champion your offer and persuade the others.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?