Written by: Vickie Sullivan | April 23, 2019
What Advocates Can Really Do to Help You Win the Sale
I hear this all the time: “I have to cold call (which I hate!) because my network doesn’t include my buyers.” My typical response: Not so fast.
Just because someone else writes the check doesn’t mean they can’t make the sale. Here are two things your fans (advocates) can do to make a big difference in the sales conversation:
• Their enthusiasm opens big doors. If the advocate sings your praises to the buyer, it now becomes about their relationship, not if you’re the best option. Example: One advocate offered to introduce my client to the buyer. That decision-maker talked to my client immediately because they knew they had to have one conversation or they would never hear the end of it. And that’s a good-enough door opener.
Listen: Why Strong Advocates Matter More Now Than Ever
• Their insider information creates killer conversations. Many buyers have hidden preferences that they often do not communicate. These co-workers know what the check-writers really want and will freely share. From the above example: When the initial conversation did not go well, we went back to the advocate and found out why. And more importantly, we figured out how to rebound. Now my client knew exactly how to proceed.
Idea: As you look through your network for opportunities, create two groups. In the first, you have the buyers. But don’t ignore the second group: your best fans. These are the folks where your credibility is off the table. You’ll be surprised at the help they can provide.
Now Read This:
- What Buyers Expect from Their First Conversation with You
- Competitive Branding for B2B Professional Service Firms