The first question seems to be simple enough. The implications behind this question can absolutely make or break a deal. The foundation of a good working relationship begins with the identification of a coach within your prospect’s organization. While it is easy to pick your coach as the first person willing to speak or meet with you, this is not always the wisest choice. A coach must possess several specific attributes in order to meet your needs as a coach; otherwise they are just a friendly contact.
- A coach must have the respect of his or her peers, with the ability to influence behaviors and marshal resources.
- A coach must be able to facilitate your access to key decision makers as the sales cycle dictates. If your coach is blocking or hindering this access, he or she is not a coach.
- A coach must be able to facilitate your access to people who have or who can create budget for your sponsored initiatives.
When you are working with someone that meets the above criteria, you are in a position to determine whether or not you can work with their company. Just because a contact at a prospect gives us advice, does not make them a coach.
It is important that you evaluate your potential coach in terms of their ability to help you successfully move a deal forward. It is also possible to have more than one coach in a deal or to switch coaches mid-stream. You should still treat the first coach with respect. A good way to do this is to introduce them to another member of your team. Let that team member maintain the connection at that level as you move up the prospect organization.
The above tactic is crucial in developing a multi-tiered relationship within your prospect account. Your management team should align well with the management team of your client. You will gain the perspective of the different layers within your prospect account by setting up this tiered type of relationship.
The relationship is the first place to look if your deal gets stuck or delayed. Do you have the right coach? Do you have access to the decision makers? Do you have access to budget? Have you aligned your team resources with theirs? If you haven’t, then this is where you need to spend some time and resources. The information that you gain from your efforts should help get the deal moving or bring you to the realization that there is no deal so that you can stop wasting time and resources.
Next Post – Element 2: Does my client have real business issues that my offerings can solve?
- Bruce Brien, CEO, Stratascope Inc.
