In my youth, one of my learning assignments was to accompany a successful salesman on some of his calls. I noticed that he was unfailing pleasant and polite to all receptionists. While some of the salesmen in the lobby sometimes attempted to flirt with the young and pretty receptionists, my mentor's smile was friendly, but never flirtatious. He was gentlemanly, first because he was a gentleman, but also because as he explained to me, "She can't give you an order, but sometimes she can keep you from getting one." All she had to do was tell the buyer that a certain salesman was a jerk.
In this case, she was a "B" in the classification of prospects as As, Bs, and Cs.
The "A" people are at the top of the sales chain. They have the money, or they have access to it, and they make decisions about it in the form of issuing or withholding orders. The A people are the bull's-eye on the sales target. Nothing happens without a nod from the A person. A successful salesperson will devote time and effort to identifying the As, developing an intelligent approach to getting in to see them, and then cultivating their needs and interests. Rather than offering a product right away, the successful sales person first digs deeply into what the buyer wants and needs. This calls for prior research that will enable you to ask intelligent and probing questions.
"Bs" are people who can influence the As, either positively or negatively. Bs range from the receptionist in the lobby to the scientist in the laboratory whom the buyer may call in for consultation about a product. The influence of Bs can move the chances of a sale up or down. This is why it is important to identify and get to know the Bs who are likely to have some influence with the A decision maker, demonstrate that you respect them and earn their favor by seeking their thoughts and opinions. Never try to feed baloney to a B. He or she may know more about the matter than you do. What you say and do must convey respect, and respect for others is the key to earning respect for yourself.
"C" people are those who have little or no influence on buying decisions, but who nevertheless flap their jaws endlessly about their knowledge and their own importance in the scheme of things. It is easy for the inexperienced salesperson to get drawn into drawn out discussions with a C before realizing that time with this person is simply a waste.
There you have it: A, B and C people to be considered in your sales effort. Devote time and energy to learning everything you can before you approach the A, the buyer. Cultivate the good opinion of the Bs who may influence the buyer. Find polite reasons not to waste your time with the Cs.
Chuck Swann is Senior Editor of Paperitalo Publications. He can be reached by email at chuck.swann@taii.com. For more information on Paperitalo Publications, feel free to contact:
Curt Gifford
cgifford@taii.com
770-367-4823
Helen Roush
helen.roush@taii.com
937-403-8602
Jim Thompson
jthompson@taii.com
678-206-6010
