B2B - Structured Approach

B2Economic buyer – Final Approval, Only one per sale, controls the funds – signs the cheque, has veto power,

User buyer – How will this sale impact me or my department. There could be many user buyers in the organization

Technical buyer – His job is to screen out and just take 2-3 which are good for the company. Tech analysis, Gate keeper and cant give final ok – but can say no!

Coach – You can win a B2B sale unless you have a coach. Coach is someone who wants you to win. This coach can be within the organization or outside.

We just know our product or systems and just talk about that. Whereas the economic buyer is not keen on that. He wants the economics of the decision over the horizon.

Only two reasons why you make call to a client

1. Eliminate a red flag

a. Critical info missing

b. Buying influences (new)

c. Uncertain about information

d. Any uncontacted buy influence

e. Reorganization

2. Leverage from strength – Use any strength you have or your coach to eliminate a red flag.

First up after mapping all individuals, mark the red flags. Be liberal in putting the red flags – Don’t eliminate red flags unless you are damn sure of the person.

Most calls in B2B 60% or so are made on futile reasons.

Who to approach first

The most visible deal in a deal is generally the technical guy or the user. Might be a good idea to reach them first.