Getting the "Go To" people on your side
When the decision maker does not understand something they are buying who do they ask? Their "Go To" people - the decision influencers. Typically we do not spend enough time seeking out these particular decision influencers, we are too busy trying to sell the decision maker something he or she does not understand!
We need to spend more time finding the "Go To" people and then getting them on our side. Ronald Reagan once [allegedly] said "there is no limit to how successful you can be if you are prepared to let someone else take the credit".
You need to find the "Go To" people who can take the credit for finding your solution and the business benefits you deliver. They get kudos from taking it to the decision maker, you get the order
Dave Brailsford, the visionary UK Cycling team coach, believes that by breaking down and identifying every tiny aspect of an athlete's performance and then making just a 1% improvement in each area the athlete's overall performance can be significantly enhanced.
He is right - look at the results UK cycling continues to achieve.
Now think about selling, I have recently worked with VERY experienced sales team, initially I thought what I am going to teach these guys.
Then I realized my job was not to teach them but to "performance coach" them. Get them thinking about all the things they do and then look for marginal improvement in many areas.
Look at the [typical] sales cycle and the number of calls you make to secure an order. If you could make a marginal improvement on your sales performance at every stage, with every skill, on every visit, then how much more successful could you be?