The Importance Of Psychology In The Sales Process – Selling To The “Influencer” – Part II

If you would persuade, you must appeal to
interest rather than intellect
Benjamin Franklin

In Part I of this series we discussed the D of DISC.
D=Dominant
I=Influencer
S=Steady Relator
C=Critical Analyzer
In this article, we’ll be focusing on selling to “Influencers.” A more personal approach tends to have greater efficacy with this type of buyer. They love to talk and share information about themselves. They want to know about the seller, are more naturally trusting, and likable than other personality types. However, they have a great need for approval and recognition. They will take risks when negotiating and use “gut” feelings to make decisions. Unfortunately, they have a tendency to second guess these decisions after the meeting, so it is important to address possible obstacles while in front of them. 
Influencers play a key role in organizations as effective team players and are most commonly found in Human Resources, Marketing, and past sales positions. 5 Strategies for selling to Influencers are list below.

Personal Relationship

It is the foundation of selling. They are not “all business.” In fact, it takes discipline to make sure that business gets discussed at some point. It is not uncommon to have a 90-minute meeting with an Influencer and not really get around to discussing your product or service. The key is not to “push” them into that business conversation; they must be pulled in at their own pace. If they aren’t comfortable with you, the product or service that you are selling is D.O.A.

Getting Commitment

Influencers are the most prone to buyer’s remorse, so dig a little deeper into their decision making process. The best way to get this information is to create a scenario for them where they can easily plug themselves into the situation. It is more natural for them to communicate in a “softer” situation, such as a scenario, rather than hammering them with direct concrete questions. The salesperson needs to soften their language to set the stage properly.
Hypothetically speaking, if you were to rethink this decision to buy, what would be done?
I’m curious, what was it about our product or service that convinced you to buy?

Endorsements Validate

Influencers feel reassured when they learn that other companies or organizations have benefited from your product or service. It is key to have a compelling story of how your product or service improved the situation for the organization and the individuals that were directly involved.

Mirror the Buyer

Influencers are affable buyers, who are attracted to open body language, smiling, humor and candor. They will exhibit these behaviors in the meeting, so it is advisable to do the same. It doesn’t mean that you need to exude charm like Robert Redford or do your best Eddie Murphy routine, but make a conscious effort to engage in similar patterns of behavior in that meeting. The personal relationship that develops in that 1 to 2 hours can be the difference between success and failure with that account.

20 Questions

Influencers enjoy communicating openly and when faced with multiple questions, they become even more engaged. As a salesperson it serves as a double strategy of both bonding and flushing out any future obstacles in the process.

While selling to Influencers is the most pleasant of the 4 personality types, it can be the most frustrating financially. If you’re not careful sales cycles with Influencers can become painfully long because every conversation is so amicable, but predictable. Many salespeople are afraid that they’ll offend these types, so continue on the path of follow up meetings and phone calls, which are pleasant, but result in drinking coffee over great conversation and zero revenue.