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A prospect is listening to many different people at the same time. While you are doing your best to influence the decision, the prospect sees you as only a single input to decision-making. Prospects listen to many, with each type of influence having a different degree of trust and therefore of influence. Understanding where you stand and how to influence the influencers can help you win.
Trust Is Critical
Everyone has outside influencers, think about who can influence you. The influencing person or organization must have knowledge of the subject but more importantly, must have your trust. This applies to a vendor attempting to sell a product or service, but also any other source of information. Trust is critical.
As a vendor, you
must build trust before you can influence the decision makers. Other
influencers come with built-in trust. As sales people, you have
limited or no ability to alter the trust or credibility inherent in
these influencers. You must learn how to use the influencer
Olin Thompson is a leading sales & marketing consultat to application software providers. With 25+ years experience, Olin has been called "The Father of Process ERP". He works with solutions providers, analysts, and the press. To learn more visit www.processerp.com. Contact Olin directly at 401.421.6968 or e-mail: firstname.lastname@example.org
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