How to attract and recruit the best influencers?

The decision-making process for a complex sale can sometimes involve up to fifteen stakeholders among your clients and prospects. However, only two or three of these decision-makers are usually in direct contact with your sales team. In a competitive environment, mastering information is a daily battle.

Influencers can play up to three major roles in your sales strategy:

• Embed your messages, positioning, and advantages with a client.
• Gather information on the key factors of a sale (essential challenges, contacts, timing, sensitivity, etc.)
• Influence a sale in your favor, through the credibility they will have built with decision-makers.

Knowing how to identify and engage those who, behind the scenes, influence every step of your clients’ decision-making process is a critical factor in your sales strategy. Our tips for better approaching influencers:

Which players for which results?

While each of these actions can be decisive in a sale, they are not necessarily carried out by the same people. Furthermore, not all of them work directly for your client. Beyond your clients and prospects, a first step in your identification will be to create a complete mapping of your clients’ extended network. Use your existing contacts as well as professional social networks to conduct your investigation. Determine who among suppliers, clients, consultants, media, and experts in your field can, at any given moment, influence the decision. For example, the players involved in chambers of commerce and industry are sometimes able to leverage significant recommendation opportunities. Often, their expertise, seniority, and extensive network make them ideal influencers.

Then create an organizational chart to allow your sales team to update this information so as to always develop your influencer base. The Incenteev solution, for example, allows you to create a real-time exchange space to consolidate and organize information dedicated to your influencers. Depending on their position, their capacity for influence, or other criteria such as their accessibility, you will not have the same approach or the same expectations for your influencers. Feel free to segment them by the roles they will play in your strategy. This way, you will differentiate:

• An influencer is an expert, a visionary lead user who will be able to highlight the novelties of your industry or market. Difficult to retain, yet very receptive to disruptive innovations. Once convinced, they will be able to place your solution at the heart of your client’s challenges.
• A champion is a member of your close network who is also well ‘established’ with your client. They will be able to position themselves as a ‘consultant’ to help decision-makers favor the solution that best meets their needs. More accessible, they will allow you to be recommended through the more technical benefits of your solution.
• A sponsor is already a fan of your solution. Located with your client or in their close network, they will play an ambassadorial role. Tell them about yourself. Turn them into an expert of your solution to increase the reach of your messages with your client.

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How to “recruit” these high-value profiles?

Next, you need to convince these influencers to speak highly of you to your clients and prospects. Again, the task is far from easy. The idea is to approach professionals whose business expertise complements yours. This is the best way to activate mechanisms of trust, which are the foundation of your relationship. Provide your target with content, new information, or a network that serves their interest (excelling in their field, pursuing personal motivations, extending their influence). By gradually laying these foundations of trust and reciprocity, you will provide the necessary guarantees for a positive recommendation.

What strategy to engage your influencers?

To engage your influencers and achieve results, it is important to clearly define your expectations. This particular relationship, halfway between networking and nurturing, generally operates on the principle of quid pro quo. A moral contract that can demand a lot of your time and energy. (At least as much, if not more, than your clients if your influencer is capable of recommending you to several clients). Outline what you can offer them, use your segmentation to share personalized and adapted content, but don’t limit yourself to content marketing. For example:

• Invite them to trade shows, conferences, and professional breakfasts.
• Highlight their successes and publications (e.g., your influencers’ articles on social media).
• Don’t hesitate to introduce them to your best clients so they can gain knowledge and expertise.

In summary, you will need to demonstrate boldness and agility, always keeping in mind that despite all your efforts to recruit an influencer, you could be sidelined very quickly. Ensure you never lack credibility or reciprocity. It is difficult to measure the return on investment of an influencer’s impact on a complex decision. Therefore, do not consider them only as business accelerators. The more positive, reciprocal, and developed your relationship is, the better your results will be.