How To Streamline Sales With Multiple Decision Makers
The sales process can often be long and tedious. When you must pitch to multiple stakeholders and win the approval of several decision makers, it makes the process that much more complex. Kison Patel, founder and CEO of DealRoom, says there are some strategies that make it easier to sell to businesses with many decision makers. We share his advice in this issue of Promotional Consultant Today.
Make it easy to share information. When multiple stakeholders are involved, aim to provide pricing and information in a clear, transparent and digestible way that can be easily shared among decision makers.
Patel says that by allowing your potential customers to quickly share your details with colleagues, you make it simpler for them to come to a final determination.
Verbalize key differentiators and benefits. You should be able to explain what makes your product unique in a concise way that can be easily repeated. Consider your elevator pitch and how you can easily work it into your conversations with potential customers in a straightforward way. Decide what you want your key takeaways to be from each conversation and continuously verbalize them in a concise and repeatable way.
Be willing to deliver several presentations. When multiple decision makers are involved in the sales process, Patel says you must conduct as many presentations as is necessary to close the sale. However frustrating this may be, allowing all stakeholders the chance to view your product will greatly increase the likelihood they'll decide to work with you. Express willingness and availability to present your solution even if it's not asked of you. This presents openness and approachability that your competitors may not offer.
Answer questions directly and effectively. Actively listen and pay attention to your potential clients during conversations to answer their questions in a direct and helpful manner. After conducting a presentation, your goal should be to leave your prospects with no lingering questions or concerns. Be an active and perceptive listener, and genuinely prioritize their questions over preconceived agendas.
Have empathy and be patient. Patel says that empathy is the greatest tool he has used during his career. Empathizing with your prospective clients and understanding their motivations, pain points and hesitations will make the sales process better and more equitable for everyone involved. Practicing empathy allows you to address the concerns of your prospects before an issue or roadblock arises. Most often, decision makers worry about selecting a product that will produce a return on investment, make their business more efficient and provide proven and positive results. Leveling with potential customers around these uncertainties will garner trust and close more successful sales.
The next time you're pitching a client with multiple decision makers, consider the points above to help improve your sales process. When you truly believe in the solution you provide, you can use the tips above to enable each stakeholder to make better, more informed decisions.
Source: Kison Patel is the founder and CEO of DealRoom, a project management solution and virtual data room for complex financial transactions.