keyboard_arrow_left See all news

Recent News

Dasiy Communications / 15 Mar 2020
With the UK's biggest providers offering unlimited data plans, we answer your questions about the new tariffs.
Visit us at Stand 646 at the Northern Business Expo and get 20% off our unlimited tariff...
NX Comms / 14 Mar 2020
Dongles Are Dead!
It’s unlikely that you’ll ever be in an area without a signal. If one network has a ...
Northern Business Expo / 13 Mar 2020
How to write engaging content for social media
Putting all of this together is hard, especially with the sheer volume of content that u...
Northern Business Expo / 12 Mar 2020
Ultimate guide to a successful marketing plan
Follow this initial guide to make sure you get the most you can from your marketing stra...
Atlas Business Group / 12 Mar 2020
Server Colocation could have more benefits than you think.
explore co-locating your server
Northern Business Expo / 11 Mar 2020
Google My Business listings. What, How and Why.
Google My Business (GMB) is one of the best ways to get local rankings and improve your ...
Atlas Business Group / 10 Mar 2020
It is no longer a matter of “if” but “when” a real world threat will compromise your business data.  Will you be ready
What happens when disaster strikes your business!
Northern Business Expo / 10 Mar 2020
Social Media 101
As good as social media can be, it isn’t as easy as putting an ad in the local newspap...
Northern Business Expo / 09 Mar 2020
Content marketing strategy – what, how and why
The best way to describe it is that it is your overall vision that guides the content de...
Nxcomms / 08 Mar 2020
Are you ready for full fibre broadband?
Are you ready for full fibre broadband?
Atlas Business Group / 08 Mar 2020
Say goodbye to large telephone bills and go all inclusive
Tomorrows telecom
Nxcomms / 07 Mar 2020
What’s a Private APN and why should I care?
That’s where a Private APN comes in. This type of connection gives you your very own p...
Dasiy Communications / 05 Mar 2020
Upgrade to VoIP and discover the benefits
You might have heard the words Voice over Internet Protocol (VoIP) being spoken about ov...
Nxcomms / 04 Mar 2020
Could Your Internet Connection Be Endangering Your Business?
If you sit there and do nothing about your internet, you’re courting disaster. Don’t...
Daisy Communications / 03 Mar 2020
How a VoIP phone system could save you time, money and resources
By getting rid of their premise-based phone systems, companies are discovering new, stre...
Northern Business Expo / 03 Mar 2020
Top tips for entrepreneurs
You’re an entrepreneur with a business idea, ready to get cracking. It’s an exciting...
Huthwaite International / 02 Mar 2020
 Fact or Fiction: The top 10 myths in sales strategy
Learn which actions lead to sales success and how to avoid those that don’t. Understan...
YorCyberSec / 01 Mar 2020
Shopping and email safety online
Doing these things will not guarantee that payment information cannot be taken but it hi...
Dasiy Communications / 29 Feb 2020
Why your legacy phone system is costing you more than you think
Why your legacy phone system is costing you more than you think
Northern Business Expo / 28 Feb 2020
12 ways to push your small business to new heights
Take a step back from your everyday tasks and consider how many of these points apply to...
Dasiy Communications / 27 Feb 2020
Answers To Your Questions About the PSTN 2025 Switch Off
Answers To Your Questions About the PSTN 2025 Switch Off
Fiscale Ltd - R&D Tax Credits / 26 Feb 2020
How to maximise your R&D Tax Credits claim
How to get maximum value from your R&D! In our humble opinion there are still far too ma...
Daisy Communications / 25 Feb 2020
Unpacking the new Samsung Galaxy S20 Range
Explore and save on the new Samsung S20 Range
Northern Business Expo / 24 Feb 2020
11 steps to get the most out of visiting an expo or trade show
Events and trade shows are great for many reasons, no more so than in this digital age. ...
Huthwaite International / 23 Feb 2020
SPIN® SELLING – stop talking and start listening
Sellers must take care not to get caught up in the excitement of talking about the bells...
Northern Business Expo / 22 Feb 2020
The 7 building blocks for a prosperous consultancy career
Whether you’re unsure how to begin your consulting career, or you’ve already started...
Northern Business Expo / 22 Feb 2020
5 books every small business owner and entrepreneur needs
Here is a list of our top 5 books that every small business owner and entrepreneur shoul...
Northern Business Expo / 21 Feb 2020
How to keep your mind healthy whilst running a small business
One in six people who work in the UK have anxiety, depression or similar every year, and...
Northern Business Expo / 20 Feb 2020
Invoice scams targeting SME's - how to stay safe
Scammers today are not the same as 5 or 10 years ago. It’s so important to stay vigila...
YorCyberSec / 20 Feb 2020
IT Support is NOT Information Security
With the many pressures facing smaller businesses, trying to reduce expenditure is alway...
Huthwaite International / 06 Mar, 2020
keyboard_arrow_left See all news

Decisions, decisions – map out your decision-making unit to sell more effectively


Larger, more complex sales are often accompanied by lengthier sales cycles, intense competitive activity and multiple decision makers. Recent research suggests there are, on average, 6.8 people involved in a major buying decision, up from 5.4 just a couple of years ago.

That’s at least six people, all with different needs, alternate, and possibly conflicting decision criteria and varying degrees of enthusiasm (or apathy).  It’s vitally important you know who is involved and to what extent; and their job titles aren’t always any help.

You may assume the most senior person is the ultimate decision maker but that may not be true – good leaders delegate, and that includes delegating decision-making power. Huthwaite research shows there are three roles within a decision-making unit;

 
  • Willingness to engage with you (receptivity)
  • Problem ownership (dissatisfaction)
  • Ultimate decision-making authority (power).

When selling to a single individual that person performs all three roles, when selling to multiple decision makers it becomes more complex.  In formal decision-making unit's the roles may be explicitly allocated, but they often evolve organically, with individuals performing one, or any combination of roles and, of course, their role may change between one decision and the next.

The key is identifying who is involved in the decision and the role they play - then addressing them accordingly.  Skilled sales people don’t waste time selling to purely ‘receptive’ buyers, they use them as coaches to guide them through the decision-making process.

Dissatisfied buyers have the problems you can solve, these are the people you should actively sell to, uncovering and developing needs and building value and competitive differentiation.  Finally, you go to the buyers with power to close the deal, often through a period of negotiation.

Mapping out the roles within your particular decision-making unit will ensure you talk to the right people, at the right time, about the right issues.

Just who is on my side?

Everyone in the decision-making unit will have an opinion, ranging from very positive, though neutral, to very negative.  In addition, you will need to consider the two dimensions of a decision; how they feel about the project/solution under consideration, and how they feel about you as a supplier in general.  They also have a view about who they prefer to be the supplier for this project in particular.  The permutations around these elements create what we call the Key Player Matrix, which informs how to most effectively navigate the sale.
Let’s look at some of the the permutations:

1. Positive about the project; positive about you

Your champion, someone you should nurture at all times.  If this person is the ultimate decision maker, you may seek to close the deal here and now.  However, don’t assume that because this person has a high opinion of you, they necessarily view you as the preferred supplier for this project.  Check it out before making your move.

2. Positive about the project; negative about you

A threat, and potentially your competitor’s champion.  If they do not have a preferred supplier your task is to sell your competitive differentiation.  Remember you don’t need to build value for going ahead, they already see that, it’s about demonstrating you are the most capable supplier.  

If they are supporting your competitor, you need to mitigate their ability to work against you and minimise the influence they have on the final decision.  A lot depends on how much power they hold.  If they don’t have much power, you may be able to marginalise them and use your more powerful supporters to win the day.  If this person is very powerful it may be time to consider withdrawing.

3. Negative about the project; positive about you

This person is your friend, they simply don’t think the project under discussion is a good idea.  They like you so will be receptive; your job is to build value for the solution with them.

4. Negative about the project; negative about you

A saboteur, this person will argue for a decision to do nothing and will not be particularly inclined to engage with you at all.  Again, your strategy depends on how much power this person wealds.  If it’s little, use your more powerful supporters to overrule them, if it’s a lot, are you wasting your time?

5. Neutral about the project, neutral about you

A blank canvass and a great opportunity.  You can turn this person into a strong supporter but with this person you must build value and demonstrate the benefits of the project, and showcase your capabilities and competitive strengths.

By understanding exactly who is involved in the decision, and where they sit in the Key Player Matrix, you can plan an effective and persuasive strategy - personalised to the needs of each individual.



You can chat to Huthwaite to learn more sales skills on stand 160 at the Northern Business Expo!

The Northern Business Expo is the biggest business event in the North of England, and is totally free to attend. It's at Manchester Central on 17th & 18th March, and there are over 100 free keynotes, seminars and skills workshops, along with hosted networking, over 100 exhibitors, free business advice and more! Just get your free ticket online now, then come along for free!
Processing. Please wait.
Loading...