Influencers show up in many ways. Sometimes, it's about who offers the best price, even if quality gets overlooked. But even a regular user of a product can be a big influencer.
Inside companies, you'll find "coaches" or internal guides. These are folks respected for the impact they have. For example, a nurse named Mary might have a lot of pull in her hospital and can really influence decisions.
Big buying decisions can be super formal or really casual. Deals aren't just made in boardrooms; they can happen on a golf course, at Starbucks, or even in a relaxed meeting. The key takeaway: every customer is unique; what works for one won't necessarily work for another.
When you're checking out companies, don't assume they all run the same way. Think of them like fingerprints
—each one is distinct.
Great sales reps see everyone as a potential customer or someone who could influence a sale.
The Buying Center and Decision Roles
Often, big decisions aren't made by just one person but by a whole team.
Salespeople are often very friendly and can quickly build rapport. This can sometimes lead to purchases based on liking the person, not necessarily what's best for the company.
The risk here is that these "relationship buys" might mean you're picking a product because you like the seller, not because it's the best deal or solution.
Here are some terms to know:
Buying committees / Buying centers
Value Analysis Teams (V.A.T.S.)
The whole point of these buying centers is to make sure decisions are objective and not just based on who you like. They're there to balance out that "relationship bias."
Think of the typical players in a buying center:
Users: The people who will actually use the product.
Gatekeepers: Folks like purchasing agents who control what info gets in or out.
Initiators: The ones who first spot a need and kick off the buying process.
Deciders: The big boss who makes the final choice.
Influencers: People who sway the decision one way or another.
And sometimes, other roles too!
A buying center is a mixed bag of people from different departments, all with their own needs. The goal is to get lots of viewpoints and avoid making decisions based on just one thing.
The gatekeeper often decides what information gets into the company. They might even help define what the company needs and what criteria are important.
Why all these different people? To cut through that "relationship" bias and make sure the decision really serves what the company needs.
One important thing: there are ethical rules in place to keep everything professional and fair.
Ethics, Values, and Morals in Planning
Let's break down these terms:
Ethics: These are like the professional rules or codes of conduct for a specific job or company (e.g., "do no harm," keeping things confidential, industry standards). For instance, in medicine, patient safety and privacy are huge ethical points. Trade associations also set these kinds of standards.
In sales, an ethical rule might be not to spend more than $200 on a customer in a day. This is to avoid it looking like you're trying to "buy" their business.
Values: These are your own personal beliefs about what's important. They're unique to you. For example, "honesty at all costs" might be a value for some
—it can make you a great friend, though sometimes a tough one!
Morals: These are simply society's ideas about what's right and wrong. They're more about what society expects, not just what one person prefers. Picture this: you leave your wallet on a table for a minute, and someone takes it. Society generally expects them to give it back. That expectation comes from our shared morals.
So, to sum it up: Ethics are pro rules, Values are personal beliefs, and Morals are society's rules.
Why are we talking about these in a sales class? Because they're key parts of your personal plan. They help you understand yourself better, boost your confidence, make you more resilient, and guide you in making decisions that feel right to you.
Planning with integrity means your personal goals and actions should match your values, so you're always acting in a way that feels true to yourself.
The main idea here: when you think for yourself and your actions (plans) line up with your values (that's "congruency"), you live a more real and meaningful life. Just following the crowd usually leads to average results.
Congruence means your actions, plans, and goals should all be in sync with your personal values. This keeps you motivated and feeling fulfilled in the long run.
Personal Planning and Authenticity
Planning is super important for any sales pro. Having a written plan helps you hit your goals and see how far you've come.
The instructor really stressed that your plan should be yours
—not just a generic, one-size-fits-all thing.
Think of it this way:
Your plans can be daily, weekly, or even long-term (like a personal mission). Your values should be the engine driving these plans.
Personal planning helps you know yourself better, builds confidence, and makes you tougher, so you can go after goals that truly matter to you.
People have different ways of planning:
Some like a super strict "religious planner" approach, where every hour is blocked out.
Others prefer looking at the bigger picture, like five or ten-year plans, to connect what they're doing now with where they want to be later.
The instructor thinks five and ten-year plans are really useful. Why? Because what you do today shapes your opportunities tomorrow. So, keep learning and looking for ways to grow!
When picking a job, don't just chase the paycheck; make sure it lines up with your values and the company's mission. For example, thinking about salaries like $100,000, $45,000, or $65,000 is important, but if the job doesn't fit your values, you'll likely be unhappy and won't do your best work in the long run.
Just money isn't enough. If your job and values clash, you'll be pretty miserable, no matter how good the pay is.
If someone asks why you want to be in sales, think about how it fits with helping others, your money goals, and your personal values.
Think of "planning for A's": with a good plan, you can totally ace your coursework. Your plan should lay out exactly what actions you need to take to hit your goals (like meeting key decision-makers, users, big clients, or reaching those sales targets).
Here's a practical tip from the speaker: write down your values, then create a plan that truly reflects them. If your plan doesn't match your values, you won't get the best results.
Planning Methods and the SMART Framework
The speaker introduces a few different planning methods, including the well-known SMART framework.