showing useful to the potential customer information in advance 3x increases probability of success
personal contact is more important than a product. people perceive familiar people as more reliable so more likely to provide support in the future and so secure the position of a decision maker who buys the product
personal jobs is a sales driver - 90% personal goal of a decision maker (promotion, status, job security) and only 10% business goal
for decision makes who has higher personal connection to the business goals, like CEOs, the distribution is 50/50 between personal and business goals.
Personal goal of decision makers
job security - personal contact, remember?
status - “I’m better at something”, “Look how cool I’m”
fun - “I really like that thing”
support in the future and risk mitigation - related to job security
insight -an expensive product can be 8x likely to be bought if it is aligned with the decision maker personal goals
you need to understand that is the decision making process and who is involved in the process so you know who else you need to talk to.
also try to understand that are the decision making criteria so you can focus on meeting those criteria
types of people in B2B
Decision makers - talk to them first the rest are less important or sometimes irrelevant
Budget holders - they can block the decision
don’t hesitate to ask about the budget and make sure you understand the process
Influencers - people inside (or outside) the company who can influence the decision one way or another. Work with then if you can
Recommenders - people who can be asked for their opinion about your product
Saboteurs - people who can be strongly against your product - like a decision maker who bought previous solution