HOW TO WIN OVER A NEW DECISION-MAKER IN SALES

So, you’ve put in the hard work, and developed a solid relationship with an Account Manager, and their company is committed to your services. But you get the dreaded phone call that your trusted contact is moving on to somewhere new. Now not only are you going to miss speaking with them, but you’re dreading speaking with the person who’s taken their place.

If you have any experience with dealing with a new decision-maker, you’ll know it’s like going back to square one.

Whilst it’s an annoying situation where you feel you might lose that account altogether, there are ways around it, you just have to be strategic.

EXPLAIN YOUR PREVIOUS TRACK RECORD TO THE DECISION-MAKER

Sales is all about reputation and trust. When you speak to a new prospect, the best way to convince someone to buy your service (outside of talking about the service), is by talking about the success of the service.

Talking about how your clients have benefitted from it whilst going through stats and figures will show a prospect that the service has value. But when you’re trying to win over a decision-maker, half the battle is already won.

Rather than talking about how other clients have benefitted from the service, you can talk about how their specific company has benefitted. The new Account Manager is going to be understandably cautious about services they’re unfamiliar with. This is your cue to showcase the track record you've built where you highlight results, growth, and success stories.

You want to make sure the new decision-maker understands that your partnership isn’t new but that it's backed by a history of tangible results.

FOCUS ON BUILDING RAPPORT WITH THE DECISION MAKER

You had a fantastic rapport with the previous decision-maker. You had great conversations and built up a lot of trust and openness – but that doesn’t mean you should approach the new Account Manager with contempt and scepticism.

While it's okay to mention your history with the company, don't dwell on it and make the new Account Manager feel like they’re raining on your parade. Instead, make them feel welcome by explaining your services effectively and how you can be of service to their goals for the company.

So when it comes to renewing your service or having a conversation about a business need, they think about having a conversation with you rather than looking elsewhere.

ADDRESS THE COMPANY’S UNIQUE NEEDS WITH THE DECISION-MAKER

When you get on a call with a new prospect, you usually do research beforehand to get an idea of the company and how your service can benefit them. But when winning over a new decision-maker, you already know the company inside and out.

You’ve probably had countless of conversations with the previous Account Manager, members of the sales team, or even the CEO if it’s a small company. This means you’ve been there throughout their challenges and you have a decent understanding of the industry they’re in and the current state of the market.

This means you can speak to the new Account Manager with confidence that you have a level of expertise in what challenges the company faces and how your service can be of benefit.

But this doesn’t mean you shouldn’t get to know things from their point of view. Maybe with a new decision maker, the company has developed new priorities and objectives and you need to be in the loop with that and how they’re deciding to spend their money. So whilst the Account Manager is new, they will have an understanding of the company in a way that you don’t.

Allowing them to talk and share things from their perspective will show you’re genuinely interested, you’re an active listener, and you’re willing to build a long-term partnership with the company, rather than just make a quick sale.

- Written by Shannon Matthews

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