Introducing: The Fox - The decision maker behind the decision maker
In complex B2B sales, the formal hierarchy isn't always the real power structure! Who then, are the hidden decision-makers driving the outcomes?
Follow the money, follow the power. – A great idea for B2B sales with large buying centers. If you limit yourself to this simple rule, you leave out an important persona in your target company. Not knowing who’s behind the alleged decision maker might easily cost you your deal.
This article is about identifying the gray eminences in your target organisation and about how to work with them.
The org-chart isn’t the whole picture
For every salesperson, the target customer's organizational chart offers both: Overview and clues as well as challenges. Organizational charts tempt salespeople to believe that organizational structures are the only truth relevant to their sales process. Whoever is at the top has money and power. Those further down have less. Even further down … nothing.
Unfortunately, when it comes to internal decision-making processes in complex sales situations and the associated dynamics, the org-chart is anything but reality. It is merely the visible, formal construct of the distribution of responsibilities. Legal and hierarchical. Established and steady.
Don’t reduce people to boxes in organizational charts
Left out of this view is the social glue that connects all these people who are reduced to boxes in the organization chart. The org chart does not show:
Personal relationship
Sympathy and Antipathy
Politics
In other words, that web of relationships that forms over the course of several years. It informally but factually regulates cooperation, is hidden behind reporting lines and is much easier to change than the organizational structure itself. These networks of relationships are often so strong that a departing executive, moving to a new company, brings along his or her entire staff to start at the new company during a couple of months. Such landslide changes are never only about competence, but above all about trust! Historically built and proven.
Trust and shared history trump hierarchy - Always!
And therein lies the rub: Especially in complex B2B sales with large buying centers, the organizational chart is not the best guide, and certainly not the sole truth, when it comes to finding the real decision makers and the secret whisperers.
That's why it's important for all of you in B2B sales to know about the various informal teams in your target company; about who definitely needs to be on board and who can disrupt or even completely stop your sales process.
In movies you will find these informal decision makers portrayed in a striking way. For example, as Cardinal Richelieu in The Three Musketeers. Richelie was called the "gray eminence". For our the purpose of naming our sales persona we’ll call them "the fox”.
In the movie as in real life Richelieu not only had the ear of King Louis XIII but also all the necessary connections to always prepare the right decisions for the king in such a way, that he only had to say yes – and usually would do just that.
The fox in the sales process
The foxes’ power can be found behind and between official company structures. And often he will also exercise his power in your sales process. He always has the ear of the decision maker. Sometimes even with so much influence that decisions made are still overturned if the fox was insufficiently brought on board in advance.
Identifying the fox
In meetings I often experience these people as very quiet. Sometimes there is one or two really pointed questions from the fox. But in no case is the fox actively in the foreground and leads the conversation. He leaves that to those who want and need it! If there are decisions to be made, there is often at least non-verbal coordination between the decision maker and the fox. This might also happen outside of the meeting, for example in a meeting-break, during coffee or lunch.
For meetings where the fox shows himself so clearly, I am really grateful. It’s great to have the fox come out of his den and possibly even takes a stand because this information is often hard to get by. And much more often this person is hard to identify.
The fox can also be identified by the fact that he or she is given as a reference for decisions, but often does not appear on their sales screen.
Locating the Fox requires persistence and intuition.
Persistence and tact
Ways to find the fox:
Identify all the people who provided input in important decisions made. If your status in the company and your time budget permits, talk to each of them: Who’s used as a reference for decisions more often than anyone else? Who is asked when the decision maker is not available?
Ask about those people who made similar sales processes fail and pay attention to how that failure happened. In public? Behind closed doors? With or without naming the relevant person?
Fox vs. Vetor
Watch out! Especially when asking about people who’ve caused sales processes to fail, you need to investigate carefully. The fox can and will say "yes" if it is in his interest. Some other personas in your buying organisation, however, only have the power to say "no". This is more likely to be the vetor. Often found in the person of an IT or Operations manager. (One of the next blog entries, I promise)
The rest sales-skills...
Have you found the fox? It’s imperative to include this person in your sales analyses:
What are the needs and wants of the fox?
Which challenges does the fox need to master?
And how can you make this person your ally?
If you are interested in how to get answers to these and other relevant sales questions? Talk to me or find a good detailed set of process steps and questions in "Solution Selling".
Another word of warning
Many foxes like their den! They don't like to be dragged into the light of day. They rather steer from the second row. They know their power and want to use it selectively. Exposing a fox may make an enemy. So be cautious. Offer confidentiality. And use your fox’s knowledge and anything you get from him sparingly and strategically.
Conclusion
Identifying the fox and being able to work with him is a huge competitive advantage. If you've identified the fox in your sales process and have him on your side, you've taken a big step! You implicitly have the ear of the decision makers and ideally more knowledge than your competition. Use their knowledge wisely. With all due respect to this persona!
Good luck!
Join the Discussion: I'd love to hear your fox stories. Have you ever identified a fox in your sales cycle? What strategies have you used? Share your thoughts below!
Need More Insights or Assistance?: If you want further information or assistance on how to implement the ideas presented in this article, I'd be delighted to hear from you. Don't hesitate to reach out!
Relevant links: The new Solution Selling by Keith M. Eades
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