In an average B2B deal, over 30 people are typically part of the buying journey. In long and complex sales processes with large deal values, relying solely on conversations with just 1–3 known stakeholders falls short. A significant portion of the decision-making group remains anonymous, including informal decision-makers. This level of anonymity is more prominent than ever and as a result, it poses unique challenges for understanding the decision-making process and effectively engaging with key stakeholders.
Salespeople will always be unable to identify and reach all stakeholders within that buying committee, and that’s fine. They cannot be expected to engage with all of them. However, this also means that building consensus around your offering and brand will be difficult. Lack of consensus for a specific deal will most often lead to a status quo, i.e. no decision.
Out of these 30 people who collectively shape the decision-making process – ask yourself: How many people are familiar with your company? How many of them have you met? How many in the buying committee will vote for you?
There’s a broader network of influencers and decision-makers that exist within an organisation than you might think. By unlocking the hidden influencers in the B2B buying journey, you can navigate the complexities with precision and enhance your chances of success. With an ABM approach, you can use personalised messages to connect through various digital channels and reach both the formal and informal decision-makers.
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