Hi Guys,
Even with all my years in sales I'm still finding it difficult many times to get to the real DM/Buying committee. What works for you? Any good books or podcasts on the subject?
CoffeeIsForPosers
Reaching the DM/buying committee ?
6
so this is something that has been shifting over the years for sure. many more deals (especially the larger ones) come down to a committee. In my field at least, its almost impossible to meet with the whole committee, they just WONT talk to vendors, thats why they have the other ppl below them.
here are a few things that have been helpful for me.
1. understand how the committee works. is the committee the final approvers? and there is a handful of VP/directors that present to them with their recommendation and the committee just says yes or no?
Or is the committee the group of VPs/directors that all have a say in what they present to the next level?
when you understand this you understand who is important.
2. do your best to get the NAMES of the ppl on the committee then do your research to know if anyone you know, knows them and try to get an introduction.
no matter what, you always have to try to understand WHO is on the committee and WHAT each person cares about.
I would create a list of all the ppl and assign them a color, red yellow or green depending on how they viewed my product.
here are a few things that have been helpful for me.
1. understand how the committee works. is the committee the final approvers? and there is a handful of VP/directors that present to them with their recommendation and the committee just says yes or no?
Or is the committee the group of VPs/directors that all have a say in what they present to the next level?
when you understand this you understand who is important.
2. do your best to get the NAMES of the ppl on the committee then do your research to know if anyone you know, knows them and try to get an introduction.
no matter what, you always have to try to understand WHO is on the committee and WHAT each person cares about.
I would create a list of all the ppl and assign them a color, red yellow or green depending on how they viewed my product.
^^ This, paired with LordofWar's comment.
#2 so much. My team asks about decision makes but early on they were content hearing that their contactsโ boss was the approver. Gotta ask that personโs name and title/responsibilities too if you ever want a chance at getting to them. Ask too late in the sales cycle and you come across as defensive and salesy.
yep for sure. an easy way to help is do a little research on the org and identify who that person might be.
So when your contact says, "oh my AVP is the DM on this" you can say "oh is that Sandy Smith?"
Even if its not, they will most likely give you a name.
So when your contact says, "oh my AVP is the DM on this" you can say "oh is that Sandy Smith?"
Even if its not, they will most likely give you a name.
Loving this. Thanks!!
I don't know what you sell, but I usually take a multi-prong approach to prospects I am certain can and should buy from us. This means real, funded projects.
I meet with the BD/C level teams at trade shows and make sure they pass my details on to procurement (to get me a top-down introduction). This also allows me to find out what projects they are actively chasing so I can be ahead of their procurement needs. Buyers only know what is needed today, not what may be needed in 3-6 months.
I then reach out to the buyer directly if I'm not already introduced within a week or two and ask to come to meet at their facility. I try to get my engineers to meet with their team while visiting their place and also try to meet their procurement manager as a fallback contact if the buyer goes cold. Having someone senior pass your details on helps secure this meeting more than a cold outreach.
I try to build rapport at all levels and keep asking if everyone whose decision is needed is included in the meetings. Buyers don't like admitting they have no authority but senior people are ok shifting responsibility to other departments or managers if there is a possibility of a refusal. Generally speaking, no one wants to be the bad guy.
It may not be possible to get all people available at once which is why it is also important to make your case simple and make the buyer your champion. They should be able to and want to sell your value to their superiors. Make it worth their time, as in make sure you are making their life easier or making them look good by pushing your solution.
If done correctly, you should then have at least 1 or 2 direct touchpoints with committee members which will put you ahead of competitors. Only incumbents or insiders might have more direct links.
I meet with the BD/C level teams at trade shows and make sure they pass my details on to procurement (to get me a top-down introduction). This also allows me to find out what projects they are actively chasing so I can be ahead of their procurement needs. Buyers only know what is needed today, not what may be needed in 3-6 months.
I then reach out to the buyer directly if I'm not already introduced within a week or two and ask to come to meet at their facility. I try to get my engineers to meet with their team while visiting their place and also try to meet their procurement manager as a fallback contact if the buyer goes cold. Having someone senior pass your details on helps secure this meeting more than a cold outreach.
I try to build rapport at all levels and keep asking if everyone whose decision is needed is included in the meetings. Buyers don't like admitting they have no authority but senior people are ok shifting responsibility to other departments or managers if there is a possibility of a refusal. Generally speaking, no one wants to be the bad guy.
It may not be possible to get all people available at once which is why it is also important to make your case simple and make the buyer your champion. They should be able to and want to sell your value to their superiors. Make it worth their time, as in make sure you are making their life easier or making them look good by pushing your solution.
If done correctly, you should then have at least 1 or 2 direct touchpoints with committee members which will put you ahead of competitors. Only incumbents or insiders might have more direct links.
This is huge! Really like the insight of buyers only know what is needed today, not in 3-6 months!
Got to get ahead of procurement if you want to try and avoid it going to an RFP. Same thing if you need to do some homework/product dev to be competitive.
Love the detail here. Very thorough breakdown of a very thorough approach.
Thanks dude!
Great feedback already here. My main approach is just asking questions about their process until I get an answer. If you are straight with the questions and phrase it in a way as to not undermine your champion, it wont be received poorly
I think there's a ton of tools that help get you the contact info.
However, getting in front of them is another hurdle.
Tennis makes a lot of good points. Try to understand the buying process as early as possible and who's involved. Go from there.
However, getting in front of them is another hurdle.
Tennis makes a lot of good points. Try to understand the buying process as early as possible and who's involved. Go from there.
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