The Fab Four – Your Ticket to Ride
Frank Traditi
Thought this was going to be about the Beatles, didn’t you?
Sorry mate, not quite. But after you read this, you might find that some of the people you will market to in Corporate America just might resemble John, Paul, George or Ringo.
What we ARE talking about here are the four types of people you will encounter in most, if not all marketing and selling situations to medium and large corporations. Corporate America, in many ways, survives on its ability to create enormous amounts of work for seemingly simple business transactions. So, where do the Fab Four fit into this discussion?
These four types of people, in most organizations, are your key contacts
and communication points throughout your sales and marketing process to
larger companies. They represent a cross section of personalities, capabilities,
motivators, agendas, responsibilities and authority.
These are your Fab Four. Get to know them. Identify them
early on in your process. Don't neglect anyone.
Who are they and how would you describe them?
The Decision-Maker
The one with the pen. The authority to make the call - yes or no. Your primary
target for winning the business. Generally a high ranking individual in
an organization with the power to launch or sink your ship.
Behind the Music - get positioned very early on with this person. Chances
are they will not be in all of the discussions you have about your services.
You might only get a couple of opportunities to win them over. Their decision
can, and many times will be, influenced by the other 3 members of the Fab
Four.
The Champion or Coach
Your internal sales rep. They are motivated to help you because of what
you can do. They will help you navigate your way to various contacts in
the company. Your champion will bring out issues that you would not otherwise
know about.
Behind the Music - Treat them like a rare coin. Appreciate the
value you get from this person(s). They could be the ticket to your company
getting the nod. Caution - don't overstay your welcome. Be careful about
how you leverage this person's help and you'll do great.
The Technician
Wants to know everything. The specs on your product or services. Guarantees.
How it works. What happens if it doesn't work? Loves spreadsheets and features.
Concerned about the implementation and if your service or product is going
to disrupt his/her shop.
Behind the Music - The person that will ask the most questions
about your product or service. Might challenge your products' credibility.
The key here is that their stance may not always be about pure technical
issues. It might be that they are just process oriented and need to understand
everything.
The Gatekeeper
The potential naysayer. The person(s) that will look for ways to nuke your
sale or marketing approach. Knows ahead of time that it won't work. DOES
NOT have the power to say YES, but DOES
have the power to say NO. Has very specific problems or
issues that need to be satisfied before any recommendation is made.
Behind the Music - Don't neglect this person because you have discovered
them in your sales process. Find out what their agenda is and be highly
specific in how you can solve their problem or challenge. Watch for the
disguise. They might give you the impression at first that things are moving
along. Look and listen for clues that might demonstrate otherwise.
So, now you know who the Fab Four are in big business sales. The key point here is that all four roles can influence the yes or no decision.
Identify these roles as fast as you can in the sales process. Position
yourself (or your team) appropriately with these people.
And most importantly, don't underestimate the power of the Fab Four.
They can make you the #1 hit or put you at the bottom of the charts.
Copyright © 2006, Frank Traditi
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