Selling to a group.
WHAT MAKES IT DIFFICULT
Each has different concerns, and any one can block.
WHAT TO ESTABLISH
Who they are What each cares about Who decides Who can veto
HOW TO FIND OUT
Ask your contact directly.
WHAT TO ASK
Who else will be involved, and what matters to them.
WHAT DIFFERENT ROLES TYPICALLY CARE ABOUT
- The user: whether it makes their work easier
- The manager: whether it solves the problem
- Finance: cost and terms
- Technical: integration, security, support burden
- Legal: risk
WHAT TO PREPARE
Material for each concern.
WHY SEPARATELY
One document satisfying everyone satisfies nobody.
WHAT TO DO ABOUT PEOPLE YOU CANNOT MEET
Equip your champion to represent you.
WHAT TO GIVE THEM
Answers to the objections they will face.
WHAT TO AVOID
Assuming agreement from silence Reaching only one person
WHY SILENCE IS DANGEROUS
Unvoiced objections surface at the decision.
WHAT TO ASK
Whether anyone has concerns you have not heard.
WHAT TO DO IF SOMEONE IS OPPOSED
Understand why, directly if possible.
WHAT TO NEVER DO
Go around someone who objects.
WHY
It creates an enemy who will find another route to block you.
