When the acceptance or rejection of a business offer is decided not by an individual but by a group of people, it is a situation with specific characteristics. These must be taken into account by the sales professional, both in the way the offer is presented and in the preparation for the meeting with the group. We will advise you on how to significantly increase your chances when selling to a group through the following five tips.
Identify which group member makes decisions
Find an ally and a leader within the group. This does not necessarily have to be the formal head of the group. You must identify who is the strongest advocate of change, who can influence others, and who will act as an advocate for your offer within the group.
Focus primarily on the key group member
Your first task is to turn this leader into a seller of your product within the group. Provide them with all relevant information, instruct them on what should be emphasized to others, and show them that you are on the same team.
Offer a wide range of information
As stated by the SalesForce blog, every sales professional needs sales materials, because they cannot operate without information. Provide the group with all brochures, references, and client experiences so that all group members can find the information they personally consider key.
Adjust the offer to suit as many participants as possible
Everyone likes tailored solutions, but within a group this can be problematic. Leave room for adapting your product to the individual needs of participants and try to find a compromise solution that simplifies collective decision making as much as possible.
Give decision makers a reason to choose you
Even when selling to a group, the final decision usually rests with one or two key individuals. Ideally, you should connect with these people and offer them something additional that clearly differentiates your offer from competing ones from their perspective.
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