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Sales Tips: Beware of Your Adversaries

By John Holland, Chief Content Officer, CustomerCentric Selling®

Committee decisions are exponentially more difficult than single buyer transactions. They are longer buyer cycles and by nature more strategic.

Conversations with first-line managers often identify roles of different people involved in decisions:

  • Who are your coaches that will provide information and do internal selling?
  • Who is your champion that will provide access to Key Players?
  • Who are beneficiaries that see personal value if a buying decision is made?
  • Who will be responsible for implementing the offering being considered?
  • Who will provide funding?

Many internal conversations focus on people that are in the seller’s camp, but I suggest being aware of potential adversaries that prefer a competitor’s offering. These buyers will work as hard as your advocates to steer buying decisions.

head in the sand

Ostriches are known for putting their heads in the sand when in danger. So it is many sellers choose to ignore adversaries.

I suggest:

  • Make attempts to win them over.
  • Failing that, try to neutralize their influence on the ultimate decision.

Having a conversation with your champion about adversaries and how to deal with them can be critical to winning. There may be times when one on one calls won’t be productive and it would be advisable to ask a champion or coach to accompany you on a call with an adversary.

Committee decisions when everyone agrees on the same vendor are rare. Try to evaluate how high in the organization your champion is vs. your competitor’s champion. Execute strategies to win over or neutralize your adversaries.