The User Influencer

As you can readily surmise, this influencer is the person or group that will directly use your product or service. The role of this influencer is to make judgments on the impact your product and service will have on their job performance. It will either affect his job directly, and at least the people that work for him.

The role this person or group plays in the evaluation process is,
  • This is the group using or supervising the use of your product or service.
  • It is personal because this group has to live day-in and day-out with your product or service, both during implementation and after it has been implemented.
  • There is a direct link between the user influencers’ success, and the success of your product or service.
This person or group focuses on the job to be done. They ask – "how will this affect me and my job and my department". This is the group that will have the most important impact in the executives’ eyes, as this group will be the most affected by the buying decision.

Get as close to this group as you can. Get to know the senior executive that runs this group. He or she will have a huge weighting on whether you make the sale or not. Make this person one of your main contacts for the decision.

You also, of course, need to be as close to the financial influencer as you can.
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