The Secret to Getting a Yes – by Dan Hughes

Posted on Jul 12, 2009

“What is the secret to Broadlook’s continual sales success?” That is a question that I have been asked frequently from clients over the years. Aside from using the Broadlook Suite, we use a unique sales approach I called “Sphere of Influence” selling. It is actually more of a “rules of engagement”, outlining a very effective, professional methodology to motivate prospects to engage us in a prospective sales process.

When I have explained “Sphere of Influence” selling in more detail, the response has been, “it is brilliant” and “when will you document the process.”

This article is a step in doing just that. At a high level, “Sphere of Influence” is a sales process that is most effectively used:

  • when targeting new prospects for the very first time
  • for further penetration of an account
  • in follow up to an initial inquiry from a suspect

It uses all means of communications, and in many cases prefers email and voicemail.

“Sphere of Influence” dramatically reduces the frustrations associated with attempting to reach a particular contact just when they may be at their desk or available, as well as “tricks” to get around administrative assistants or routinely (fondly) called “gatekeepers”.

To effectively execute “Sphere of Influence”, you must have multiple points of contacts within a target organization. This is where the Broadlook Profiler and ProfilerX application plays such an important role. Once the multiple points of contacts have been identified, a series of voicemails and emails commence that clearly articulates the value proposition while at the same time applying internal office peer pressure, (or as Donato likes to call it, “school yard peer pressure”) to motivate a call to action.

When done correctly, it is by far the most effective, most professional and most efficient way to get your prospects to engage you. From there, it is up to you to be able to articulate your unique value proposition, qualify them and determine if there is a reason to do business.

We will continue to break down the components of “Sphere of Influence” over the course of subsequent newsletters throughout the year. If you want to learning more about “Sphere of Influence”, and how you can apply it in your business, join us in our upcoming education events related to the subjects. It can have a major impact on your business.

“Sphere of Influence” can bring the horse to water. You get to make them drink.