Is catch 22 beating you?
Published March 2008
If you've read Joseph Heller's book or seen the film you'll understand exactly what Catch 22 is. For those who haven't, it is the term Heller applies to the paradox faced by a World War II pilot, who wants to be excused combat flying on the grounds that he is unfit by reason of insanity. However, any sane person would naturally not want to face the dangers of combat missions. So by requesting permission not to fly, the officer clearly demonstrates he is perfectly sane and therefore he must fly!
Selling has its own Catch 22. The most important people you need to influence are the senior decision-makers. But, precisely because they are senior, they are the most difficult people to meet. It's the great paradox of selling; how can you influence people you can't meet?
At Huthwaite we have spent the past thirty years seeking answers to the problems faced by salespeople in their attempts to win business and our research has revealed at least some of the answers to Catch 22.
- First, beware of being seduced into the most common trap – that of going to the top too soon. Senior decision-makers are busy and can be elusive. Don't waste your opportunity by going there before you have a powerful business case to show them.
- In most organisations you'll find people who are willing to talk to you. Even if they aren't key decision-makers, they make valuable allies, helping you learn about the decision-making process and the people involved. They can introduce you to the people you need to influence.
- There will be people in the customer organisation who have a vested interest in the purchase of your product or service because it can solve the problems and difficulties they are experiencing. They are just the people you need to help you build that sound business case. Because they want what you've got and you want them to have it, you may be able to 'recruit' them to become your mentors and your internal champions.
- Major decisions are usually group decisions and, try as you might, you may not get a chance to influence everyone directly. But if you have recruited internal champions, they can sell on your behalf. Putting together persuasive documents and slide presentations, or simply helping them to articulate the payback from solving their problems, ensures they put forward a powerful case on your behalf.
- If and when you do meet the key decision-makers, make the most of your opportunity. Supply them with a brief document setting out the key elements of your business case, making sure it features the return on the investment they can expect.
With some help from us, you may find that access to senior decision-makers is not as difficult as it first appears and may help you to achieve greater sales success.
If you would like to know more about account entry strategy why not take a look at our programme Account Strategy for Major Sales. It may just be the way out of Catch 22.
