If we can't sell to someone who can't buy - why do we keep trying?

My company works with salespeople every day. Regardless of the industry our clients operate in, the products or services they represent, or their level of experience, we see a common challenge: How do I call higher, and can I win the business without executive involvement?

Let's break down this dilemma. How do we call higher and when do we know if we are calling on the "power" to actually buy?

One of these questions is easier to answer: Can I win the business without executive involvement? Without sounding trite, the answer is sometimes and maybe. Sometimes we can win without having access to the ultimate decision-maker. Sometimes, we get lucky and a sponsor or coach can sell internally, on our behalf, and that will be sufficient to gain the business.

However, the reality is that more often than not, we will need to do the selling rather than let someone do our work for us. While we are always happy to be lucky - luck is not a sales strategy!

In today's complex business environment, it is more important than ever to identify who can and will ultimately make the decision, who will execute that decision, and then sell directly to those individuals.

In every company there are various levels of decision-makers, each with different perspectives and degrees of influence. Sometimes you'll call on the individuals who use your products and services, other times you will call on people who specify them but don't necessarily use them. Sometimes the people on whom you call will be those who make the buying decisions, yet ultimately there is someone who has overriding decision-making authority or influence. Those are the individuals that we need to identify and gain access to for our prospect to be fully qualified. Typically, these are the senior executives whose responsibility is to resolve bigger issues of the company, whose opinions carry enormous impact throughout the organization and who can access the funds to make a purchase.

The first step is to find out who that person is. The number one barrier to selling at the top is often the salesperson. Whether we are afraid to rock the boat with our current contacts or we are afraid of asking difficult questions that may push us out of our comfort zone, it is interesting how many times the power person is not even identified. If we don't ever identify that individual, how can we put a plan in place to gain access?

The key to identifying the “power” begins with understanding your prospect's organization and buying process. There are certainly steps that can be taken to identify the key executives and managers in the organization through research and publicly available information. There are many services that provide information specifically to sales professionals so that you can understand the hierarchy and official organization.

Beyond that, every company has a unique history, culture, and set of challenges, competitors and goals. More often than not the company's approach to this is set by the CEO and company's executive team. As a salesperson wanting to earn your way to the top, you have a responsibility to learn as much about the company as you can. By demonstrating knowledge of the company's situation, you will build your credibility in the eyes of the senior executive.

It is important to find out what external factors are impacting your prospect. Focus on both their market and financial issues. Talk to employees, read the company's annual report, do a news search, be a detective - find out everything you can about the company and its strategy.

Remember, there are both formal and informal power structures and influences in all companies. Don't assume that the most senior person in the organization is always the individual who has the power. In your research, uncover the informal and political power bases and understand how decisions are made and executed.

Triangulation is a process you can use to identify the ultimate decision-maker. The concept is that we don't accept one person's view of the decision-making and procurement process as the whole truth. We ask multiple individuals for their perspective:

        •    What is the process by which this decision will be made?
        •    Who is impacted by this implementation?
        •    What is their role in the process?
        •    Could anyone change this decision once it is made? 

By asking a similar set of questions to multiple individuals, we will get a clearer picture of not only the actual power person, but also the entire process.

Once power is identified, the next challenge is how to gain access. There are a number of strategies to consider when selling at the top.

Consider the executive's perspective
Why would this executive want to meet with you? While most of us can articulate why we want to meet with the executive, we're not as clear on what is in it for him or her. Can you articulate concise, logical statements that would entice the executive's involvement?

The most important elements in selling at the top are: credibility, professionalism, and the ability to position your capabilities as a solution to your customer's biggest issues.

Find a sponsor who can pave the way to the executive
As insulated as senior executives are, there are always people who have access to them and whose opinion they value. A senior executive will be more likely to give you their time if someone they respect recommends that they talk or meet you. By gaining access through a mutual contact, you not only increase the chance of having their attention, you also establish credibility for yourself and your message.

Use common points of influence to get the senior executive's attention and interest. Make access through dealers, customers, suppliers and/or employees. Use your existing network to gain access. Build enthusiasm and interest for your message among these persons of interest. Ask to arrange a meeting with them. If they will not do this, ask if you can use their name in the initial point of contact.

Bargain for access
For those situations where you know you don't currently have access to power, consider bargaining for access. Use partnering strategies with your coaches and sponsors to negotiate access to the appropriate level. When a request is made of you for resources, time, testimonials, demonstrations or anything that would educate your prospect, use that opportunity to ask for something in return. Often a successful strategy for gaining access is to offer a peer-to-peer meeting and bring in one of your executives.

Finally, not identifying and gaining access to power in your sales cycles will put you at risk. Begin with being honest with yourself. Ask yourself: Am I at risk of selling to someone who can't buy? Am I at risk of wasting limited resources and time with individuals who can't ultimately do business with me? And, am I at risk for ruining my personal credibility by forecasting business that is not fully qualified?