Last week I told you about how the topic of “idea gatekeepers” came up in a conversation with Babette Ten Haken, Nancy Nardin and Tim Ohai.
To review, your prospect needs to be engaged to make a decision, right? And, to be engaged, he or she needs three things: the brainpower to consider it; the time to do something about it; and money to spend.
As we know, however, idea gatekeepers lock away your prospect’s brainpower, which means they can’t make a decision!
In my practice, I often see both internal and external idea gatekeepers.
What is an External Idea Gatekeeper?
External Idea Gatekeepers are individuals in an organization who view any change as risky…scary…to be avoided at all costs. Even something good can be perceived as high risk or too unsettling for these prospects.
An external idea gatekeeper can STOP a sales conversation in its tracks!
So what can we do?
The Mikey Option
Remember Mikey from the 1970 Life cereal commercial? (It’s okay – click and watch the video, I’ll be here.)
When people aren’t willing to “try it,” we need to find someone who will.
For good or for bad, these days a lot of people may be involved in the sales decision.
To use that to your advantage when there is an external idea gatekeeper, there may be a way to find someone who, even if skeptical, is willing to give something new a try. That way, you can inch around the external idea gatekeeper and give them a chance to see the idea work while someone else is trying (risking) it.
After all, Mikey liked it, so why not give it a try!
Using questions strategically
Sometimes there is no one else to deal with except that external idea gatekeeper. I have found that the techniques we discussed last week regarding the internal idea gatekeeper can work in these situations.
For example, try the concept of “Unlock Using Questions” (and let me know how it works).
Samples and free trials
Another way, if it is possible in your business, would be to send each person in the decision making process a sample or demo unit. Perhaps a free trial makes more sense with what you are selling.
This technique puts the decision right in the palm of your prospect’s hand. It’s difficult to avoid or block an idea that is literally right in front of you.
If the key fits…
Remember, our goal is to turn that external idea gatekeeper into someone whose brain is unlocked to new ideas. Once that happens, we can move forward to come to a true agreement…or disagreement.
Happy Selling!
Lynn
ps. Who is your external idea gatekeeper nemesis? Do you think these techniques would work? Drop me a line and let me know.
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