There are four groups of people you have to pay attention to in any B2B sales situation. Each of these groups – it may be only one person in any of the groups, depending on the size of the organization – has an influence on whether you will close the sale or not.

To disregard any one of these influencers will probably mean you will not make the sale. This is the real difference between consumer sales and B2B sales. An enterprise sale becomes more complex, because each of these influencing authorities has two agendas they need fulfilled.

Each of these people or groups is influenced by how your product or service will affect them in their job. They are also looking at how your product or service affects their company. They need to know they are making the right decision for themselves and their company. They do not obviously want to hurt their career, and if you can help them advance their career, then you will be miles ahead of any competition.

Because you have to convince so many people in a B2B sale, this is the reason the selling cycle takes so long.

These four influencers are.

1. The Financial Influencer(s)
2. The User Influencers
3. The Gatekeeper(s)
4. Your Champion or Sponsor

Each of them is important, and each of them plays a very important role in whether their company will buy from you.