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Any ideas on how to find the right influencer when prospecting?

by Bear Trader
5 replies
Hi Guys,


Just started a contract role trying to book webex appointments for businesses interested in IT telecommunications.

Basically Cisco or Microsft Lync unified communcation tools.

These tools bring together all mediums of communication - video, messaging, phone etc under one single pane of glass

see link

Unified Communications | Cisco UC | Microsoft Lync


I have been ringing asking to speak to IT Managers or Directors. Aside from the fact that its near impossible to get hold of them. The few I have spoken to just say they dont need the technology as they are fine the way they have.

Now, I know they are IT Managers but might it be possible that I am speaking to the wrong person? Should I be asking for the person who managers the people who are most likely to use communication tools on a day to day basis. Maybe operations Director etc

The thing is IT guys have a tech brain and might not be thinking of the business ROI or the day to day convenience.

How does one find the right person to speak to.

Thoughts please.
#find #ideas #influencer #prospecting
  • Profile picture of the author Jeremiah Walsh
    I have a plethora of experience with this as I work with one of Webex's main competitors and handle their key accounts in Canada.

    You will find that the IT manager will resist change as he wants to keep things smooth and steady. You will instead want to get an internal advocate (cheerleader). Often times this will be someone in marketing or sales. Call someone low and talk candidly with them. Ask them what they find difficult with meeting clients. What tools are they using right now? How much time do they spend traveling?

    You will find that these low level people will love to talk as it makes them feel important. Take this new found info and then go up the chain and start at the top or as high as you can go. Let them know that you have done some research and that you can help them do more with less. Keep the conversation high level and stay out of the weeds at this point.

    I would typically try to do 4-5 research calls before taking it up the ladder. This way I already know the problems and can throw out some landmines to blow up in the CEO's face. I call this my "sucker punch method" of prospecting.

    So recap, stay away from IT unless it is about how to install the stuff. Talk to sales and marketing as they will use it the most. Call low to research and then call high with that information to use it against them.

    The entire time you must smile while talking to them, always try to get them on webcam and never focus on companies less than 100 people. Stick to the 250-500 employee range in the high-tech/software field for some easy wins and fantastic run rate.


    The only time you need to approach IT directly is if you are going to sell Webex Support Center... and don't bother as you will sell about 1/10th the amount of revenue that way.

    I hope this helps.
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    • Profile picture of the author Bear Trader
      Originally Posted by Jeremiah Walsh View Post

      I have a plethora of experience with this as I work with one of Webex's main competitors and handle their key accounts in Canada.

      You will find that the IT manager will resist change as he wants to keep things smooth and steady. You will instead want to get an internal advocate (cheerleader). Often times this will be someone in marketing or sales. Call someone low and talk candidly with them. Ask them what they find difficult with meeting clients. What tools are they using right now? How much time do they spend traveling?

      You will find that these low level people will love to talk as it makes them feel important. Take this new found info and then go up the chain and start at the top or as high as you can go. Let them know that you have done some research and that you can help them do more with less. Keep the conversation high level and stay out of the weeds at this point.

      I would typically try to do 4-5 research calls before taking it up the ladder. This way I already know the problems and can throw out some landmines to blow up in the CEO's face. I call this my "sucker punch method" of prospecting.

      So recap, stay away from IT unless it is about how to install the stuff. Talk to sales and marketing as they will use it the most. Call low to research and then call high with that information to use it against them.

      The entire time you must smile while talking to them, always try to get them on webcam and never focus on companies less than 100 people. Stick to the 250-500 employee range in the high-tech/software field for some easy wins and fantastic run rate.


      The only time you need to approach IT directly is if you are going to sell Webex Support Center... and don't bother as you will sell about 1/10th the amount of revenue that way.

      I hope this helps.
      Hi Jeremiah!


      Thanks a million! I knew I was doing things wrong. You are 100% right about IT managers they dont like change. I figured this was the case.

      From your experience when it came to calling 'high' who did you call? I am trying to access who the right influencer will be?

      Would sales Manager be a great starting point?

      EDIT - Actually webex is not my key role. My role is to qualify and see if they might have a need. If they do then pass the info over to The Sales team. I guess technically its the same thing.
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  • Profile picture of the author Jeremiah Walsh
    So I would consider you to be an SDR (Sales Development Rep) in the place that I am at. I have 2 dedicated SDR's that I rely on to help me build a solid pipeline.

    As an SDR you are looking for pain points for the most part. So going to a sales manager is a good contact for you. Your job is to uncover the need and pass it onto the other guy to further qualify and potentially close.

    The benefits of doing your research calls by calling the low level guy named "Bob" is that when you call his manager "Dave" you can say, I was speaking with Bob the other day and he mentioned that you can only meet 5 clients a day with your current process. How do you feel about this getting in your way of hitting plan?

    I wouldnt come right out and make this the first thing that I say, but I would drop that landmine in there because I know it is a pain point that a lot of corporate sales guys face.

    You then ask him something like "what are your thoughts towards meeting with our specialist to see if there is a way that we can help you do meetings with less time/spend/effort?" Perhaps not in these words, but you get the picture.

    Your job is to sell the meeting by leveraging their pain points against them.

    SO to recap: call low, use that person as a bridge and a name drop to the middle so you can vet out a meeting for the specialist to go high level and close the deal. Wash, rinse, repeat.
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    • Profile picture of the author Oziboomer
      Originally Posted by Jeremiah Walsh View Post

      The benefits of doing your research calls by calling the low level guy named "Bob" is that when you call his manager "Dave" you can say, I was speaking with Bob the other day and he mentioned that you can only meet 5 clients a day with your current process. How do you feel about this getting in your way of hitting plan?

      I wouldnt come right out and make this the first thing that I say, but I would drop that landmine in there because I know it is a pain point that a lot of corporate sales guys face.

      You then ask him something like "what are your thoughts towards meeting with our specialist to see if there is a way that we can help you do meetings with less time/spend/effort?" Perhaps not in these words, but you get the picture.

      Your job is to sell the meeting by leveraging their pain points against them.

      SO to recap: call low, use that person as a bridge and a name drop to the middle so you can vet out a meeting for the specialist to go high level and close the deal. Wash, rinse, repeat.
      It doesn't matter really what you are selling in B2B as this is a strategy that works.

      The only thing I would add is to follow up and acknowledge and recognise "Bob" whether the sale is a success or not.

      Even more important it the deal doesn't happen because often people who feel ignored or have their opinions washed over usually leave the company and go to work for a competitor.

      Guess what happens then?

      You've got an advocate on the inside that makes it easier and they will often attempt to persuade their new employer about whatever it is you sell.
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