Selling to Users Who Aren't Buyers: Key Strategies

Host

Welcome back to another episode of 'Tech Talks Today.' I'm your host, Sarah, and today we have an intriguing topic to dive into: how to sell a product when the user isn't the buyer.

Expert

Thanks for having me, Sarah! I'm Nate Ritter, and I’m excited to discuss this often-overlooked aspect of sales.

Host

Absolutely! So, Nate, let's set the stage. What do you mean by 'the user is not the buyer'? Can you give us an example?

Expert

Sure! A classic example in tech is when you have developers as users but the CTO as the buyer. The developer is the one actually using the product, but it's the CTO who decides whether to purchase it or not.

Host

That's an interesting dynamic. So how does that affect the way we market or sell the product?

Expert

Great question! It complicates things because you need to influence both parties. The developer might love the product, but if the CTO doesn’t see the value, it won't get bought.

Host

Got it. So what’s the first step for businesses in this situation?

Expert

The key is to understand who really has the power. Sometimes, it's the developer in smaller companies. They can drive decisions because they're under pressure to deliver quickly.

Host

Right! So in smaller organizations, the developer's suggestions actually carry weight?

Expert

Exactly! They might set up a free trial without even telling the CTO. If it makes their job easier, they’ll push for the purchase.

Host

That makes sense. But what about larger organizations where the structure is more rigid? How does that change things?

Expert

In larger companies, the CTO usually holds the power due to various constraints like security protocols. Here, the sales cycle is longer because you have to address these higher-level concerns.

Host

So it sounds like the approach has to shift depending on the company size?

Expert

Exactly! You need to communicate the value in terms that resonate with the decision-makers, focusing on security and overall outcomes.

Host

That’s really insightful. How can a seller effectively reach out to both users and decision-makers?

Expert

One effective strategy is to empower the users. Provide them with the resources and information they need to advocate for the product to their leadership.

Host

So, if the user believes in the product, they can influence the buyer?

Expert

Absolutely! If the user can show quantifiable benefits or improvements in their workflow, that can sway the decision-maker.

Host

It sounds like a team effort, then. It’s not just about selling to one person.

Expert

Exactly! You’re building a coalition of support that can help bridge the gap between users and buyers.

Host

This has been super enlightening, Nate. So, to wrap it up, what’s the one takeaway for our listeners?

Expert

Understand the power dynamics in your sales process. Identify who has leverage and tailor your approach accordingly. It’s all about creating value for both users and decision-makers.

Host

Fantastic! Thanks so much for sharing your expertise today, Nate. I’m sure our listeners will find this incredibly helpful.

Expert

Thank you for having me, Sarah! It's been a pleasure.

Host

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