Live from Channel Partners: Session Overview—Engaging Front-Office and Back-Office Decision Makers

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It Telecomm Channelpartners

An engaged, educated sales force fosters new and longer-term customer relationships, helping their customers’ businesses grow and succeed. This morning at the Channel Partners Conference in Las Vegas, we heard from Sales Enabled president Rebecca Rosen about how today’s successful account rep must not only understand who is involved in the buying process, but learn how each group of decision makers—from C-suite executives to line-of-business managers to IT directors—perceives the value of the technology solutions provided.

Rosen lists a few of her top methods for how sales teams can best engage with the variety of decision makers, and successfully bridge the gap between front and back offices to achieve results:

The sales cycle used to involve the head of IT or a finance officer, but this is all changing. Now, the average IT purchase involves 5.4 decision makers from across the business hierarchy. The number one reason for purchase today is widespread support for an IT supplier across the organization, therefore sales teams must be able to identify which decision makers will be their advocates in the final consensus.

Rosen recommends looking for the following individuals within the company, regardless of hierarchy:

  • The Teacher. This person is often the forward thinker, the one who sees the future of where the company is headed and what’s needed to get there. Often, the CEO is very interested in what this person has to say and listens closely to his or her words of wisdom.
  • The Go-Getter. Interested in insights, regardless of where those insights originate, this person can be a key mobilizer. As long as your solutions drive their strategy, be your cheerleader, your biggest fan.
  • The Skeptic. While this person may seem to only have objections, they are in fact, interested in how your solutions can support the vision of their organization. They’re simply doing their job – fact-finding and asking the important questions that must be answered up front.

Identifying and aligning with these mobilizers will help spread advocacy of your products and solutions. Ultimately, once these mobilizers are identified, the next step is to each them how to drive consensus. For a successful pipeline, understand the business goals and tell the mobilizers what you think they need, not how you differ from your competitors. This will set you apart in the changing sales cycle.

Contact a Windstream expert today to find out more about unified communications managed services, network security and cloud computing—and how our partners can leverage these solutions to help close the sale.