When working on an account it is vital to understand who the key influencers are so you can spend your time carefully. It is often the case that these influencers might not even be part of the organisation you are selling to.
Unless you have a trusted contact in the account here is a really quick and easy way to map out who matters to your buyer:
- Twitter - it is becoming more common for decision makers to have a twitter account as organisations start to leverage digital tools. Just because they don't seem to be prolific at contributing themselves you often find they retweet tweets from their 'circle of trust' or like their content. In the image below you can see all the tweets your target has liked can be found under 'likes'. These will often be content of those they trust and therefore key influencers to them. It is also more common for c-suite to have someone/technology posting on their behalf however you can be quite sure the 'likes' and 'retweets' are authentic.
- LinkedIn - Similar to LinkedIn you can view your targets activity which will include articles they have shared and also articles of their network they have liked (or shared - which is the same thing). This provides a valuable insight into who is important to them.
The output of this could be a number of journalists but it could also be their trusted colleagues who you need to consider when making the sale.
In summary, you would only share/endorse something from a trusted source and this is likely to be a colleague or influencer. Therefore making sure you are aware of who they are in your target accounts is vital to a successful sales process.
Leveraging Twitter Lists can also help with this. Here is a video explaining how.
Not long ago a B2B rep for the virtual-meetings company PGi made the fastest sale of his career. One morning he contacted a CEO—someone who was no pushover, having had bad experiences with the type of product the rep sells. By late that afternoon he had a signed agreement. How did the rep pull off this feat? By using social media. Here’s the way it worked. The rep is a Twitter user. Drawing on the TweetDeck feature, he had specified keywords so that he would be alerted when they appeared in a tweet, whether from someone he “followed” or not.