It is quite common for our request for a Next Step to meet with the following response: “Let me bounce this off the so- and-so committee (or: such-and-such a work group) and see what they have to say about it.”
Or:
“I’ll have to run this past the committee—they make all the decisions in this area.”
Or:
“It looks good—we just need to get approval from the committee, but don’t worry, that’s just a formality.”
In all three situations, your first response should be to ask the following question directly:
Can I make a presentation directly to the committee (team/work group)?
The number of salespeople who fail to ask this basic sales question is deeply disturbing!
The committee is meeting to discuss your initiative, or to determine the best way to select a vendor in your area. Why on earth wouldn’t you want to speak in front of this group? And yet, far too many salespeople will follow the prospect’s lead and accept a passive role, because the prospect says “that is how we have always done it.”
Remember, you are an agent of change as a salesperson, and it is in your interest—and the prospect’s interest—to propose new and imaginative ways of doing things. Ask directly for the opportunity to make your case before the committee.
If you don’t receive authorization to make a presentation before the committee, you should ask:
I’m surprised to hear you say that. Why wouldn’t you want me to talk before the committee (team/ work group)?
Take careful notes on the answer you hear. If there is still some hidden obstacle, you may well get the straight story at this point. But you must ask this question in order to identify what the obstacle is!
Follow through with appropriate “how” and “why” questions.
If possible, position yourself as a resource to the prospect. Offer to lessen his or her workload by doing the work of preparing for and delivering the presentation ahead of time.
If, on the other hand, you do receive the go-ahead to deliver your presentation before the committee (which will happen more often than not if you’re really looking at a live prospect), don’t just set the date and excuse yourself until the day of the meeting. There’s quite a lot of preparatory work to do, and you should be sure to ask all of the following questions.
What can you tell me about how the committee works?
This is a good initial discussion point with your contact and will help you get your bearings. Do not agree to any course of action before you explore the nature and role of the committee with your contact. You will want to strategize what follows very carefully, and you are going to need your contact’s insights in order to do so.
This is an open-ended question. Very often, it will give you the essential “ground rules” of the group’s working process. Be prepared to follow up with specific questions, such as:
How will the final decision be made after the committee meets?
You are only likely to get a straight, reliable answer from the prospect once he or she has invested a significant amount of effort in the relationship with your firm. It’s best to hold this question until the second or subsequent meeting if you can.
Who would we be presenting to?
Identify as much as you possibly can about the nature and roles of the people on the committee. Try to find out where the agendas are, and who is likely to be the “tie-breaker” in the event that the committee splits down the middle.
When did the committee first meet?
Is this a standing committee, or has it been assembled specifically for the purpose of evaluating your products and services and those of your competitors? The motives and objectives of one group will be very different from those of another. If the committee has been formed recently, you will want to try to get help in reaching out to the person who formed the committee, even if he or she does not have a role on the committee itself This person is likely to be the final decision-maker, and it is definitely in your interest to try to secure a meeting.
Possibly related posts: (automatically generated)
Comprehensive Marketing Questions for handling with Committees
- The Art of Interviewing for Talent "Which are the right questions to ask?"
- Career Discovery Questions
- How Will You Motivate Your Sellers?
- The Art of Interviewing for Talent "Which are the right questions to ask?" part 3
- Comprehensive Marketing Questions for handling with Committees continued
- The Two Pillars of a Successful Marketing Strategy Part 3
- Job Interviews and Offers
- PRIVACY NIGHTMARE OR SERVICE DREAM?
- Are Formal Performance Appraisals Enough?
- The Art of Interviewing for Talent "Which are the right questions to ask?" part 2
