Written by: Vickie Sullivan | May 05, 2020

How to Identify Influencers and Advance the Sale

iStock.com/Olivier Le Moal

Anyone who has to sell their services knows they have to talk to decision makers. Gatekeepers are easy to identify. But what about the person who can influence a decision but not make the deal? I call these harder-to-spot people the “influencers.”

Influencers require special treatment. If we dismiss them too early, they will torpedo us later in the sales process. If we let influencers dominate the sales process, we get a lot of great conversation but not the deal. So, it’s important to know who you are talking to: Is the person an influencer or a decision maker?

Here are two standards for identifying an influencer:

• The person knows the budget but doesn’t control the budget. Many of us ask about budget early in the process. The next big question is, “Who controls the budget?” Many influencers will dodge this question or embellish their role. Be prepared to drill down with clarifying questions. And don’t be afraid to ask again after a couple of conversations.

• The person spends time with you, but the sale doesn’t progress. Influencers love more information. It gives them power over the process. So, if they answer your “where are we at on a decision” questions with a whole lot of process involving other people, you’re talking to an influencer, not a buyer. Be prepared to move around them.

Listen: How to Deal with an Influencer Who Is a Fan

When someone is willing to spend time exploring our work, it’s easy to miss clues that tell us they are an influencer and not a decision maker. These conversations can create a false sales pipeline and false hope. Until we know for sure, assume everyone is an influencer.

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Filed Under: Sales

Tagged With: sales, sales conversations, sales process