Selling to influencers: The first step to becoming a CRM superhero
By Peter Young, Senior Advisor for Public Relations & Communications
Influencer /’ɪnfluənsər/: A person or group that has the ability to influence the behavior or opinions of others. An influencer is the individual whose effect on the purchase decision is in some way significant or authoritative. (Cambridge Dictionaries Online, 2016)
Working with influencers is a big part of helping your customer-facing staff become CRM superheroes. Understanding how your sales force works with influencers and other key people in an organization is critical to your team’s success. For example, many sales people have had a run-in with a vice president’s administrative assistant, overlooking the influence that this person has as a gatekeeper to a key decision maker. If you are smart, this is exactly the person you want to help you with cultivating the relationship-building process.
In today’s technology-laden business environment, it is critical to understand that people make the difference. It’s not necessarily their titles that make them important in the sales process. Where do you find this information? Hopefully it’s in your CRM – the keeper of all client information. To find the influencer or multiple influencers within a company, a sales person sometimes has to dig deeper and analyze additional sources of information. One of the prime sources for this type of minor, yet very important, information is often found in email exchanges.
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