A tool that helps you organize the key information by stakeholder.
1. Divide the stakeholders into economic buyers, user buyers, technical buyers and coaches.
Economic buyers: authority to release funds for sales objective. User buyers: use or supervise the use of product. Technical buyers: judge and rule on the product specification. Coach: guides in sales.
2. Divide stakeholders into three priorities: low, medium and high.
3. Divide them into buyer response modes.
I. Growth mode: buying product brings growth, know need of change but don’t feel urge, want incremental improvement on current solutions, will help bringing growth target closer.
II. Trouble mode: business is failing and needs change, doesn’t have money resources but is open to radical changes.
III. Even keel mode: doesn’t need change but can be influenced by buyer in growth or trouble mode.
IV. Overconfident mode: believes they are succeeding and are insulted by new products. Keep them informed about process and wait until mode changes.
You want to manage stakeholders & define their response mode.
Find out what you can get from each stakeholder and what their drive is.
Know your stakeholders and sales process.
Know why everyone is involved.
If not done yet, make a stakeholder analysis.