How to recruit the best Business Prescribers? The decision-making process for a complex sale can sometimes involve up to fifteen contacts with your customers and prospects. However, only two or three of these decision-makers are generally in direct contact with your sales representatives. In a competitive environment, information literacy is a daily battle.
How to Recruit Prescribers?
Prescribers can be considered to occupy up to three major roles in your sales strategy:
- Anchor your messages, your positioning and your advantages with a customer.
- Obtain information on key selling factors (key issues, contacts, temporality, sensitivity, etc.)
- Influence a sale in your favor, through the credibility they have built with the decision makers.
- Knowing how to spot and engage those in the dark, weighing in every step of your clients’ decision-making process is a determining factor in your business strategy. Our advice to better understand prescribers:
- Which actors for what results?
If each of these actions can be decisive in a sale, they are not necessarily carried out by the same people. Plus, not all of them work directly for your customer. Beyond your customers and prospects, a first step in your identification will be to complete a comprehensive mapping of your customers’ extensive network. Use your existing contacts as well as professional social networks to conduct your investigation. Determine which of the suppliers, clients, consultants, media, and experts in your industry can at some point influence the decision. For example, the actors involved in chambers of commerce and industry are sometimes able to activate important levers of recommendation. Often their expertise,
Then create a flowchart to allow your salespeople to update this information so that they always change your prescriber base. Incentive’s solution allows for example to create a space of exchange in real time to density and organize the information dedicated to your prescribers. Depending on their position, ability to influence or other criteria such as accessibility, you will not have the same approach or expectations to your prescribers. Do not hesitate to segment them according to the roles they will play in your strategy. You will differentiate thus:
An influence is an expert, a visionary lead user who will be able to highlight the innovations of your branch or market. Difficult to retain loyalty, it is however very receptive to the disruptive innovations. Convinced, he will know how to put your solution at the heart of your client’s stakes.
A champion is a member of your close network, which is also well “installed” at your client. It will be able to position itself by “consulting” to help decision-makers to 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 at your client’s home or in his nearby network, he will play the role of ambassador. Talk to him about you. Turn it into an expert of your solution to increase the reach of your messages to your customer.
- New Call-to-Action
How to “recruit” these profiles with high added value?
Subsequently, you need to convince these prescribers to talk about you unreservedly to your customers and prospects. Again, the task is far from easy. The idea is to go and solicit professionals whose professional expertise is complementary to yours. This is the best way to activate mechanisms of trust, the basis of your relationship. Bring content, new information or a network to your target audience (excels in their field, pursue personal motivations, expand their influence). By gradually positioning these milestones of trust and reciprocity, you will provide the necessary guarantees for the positive recommendation.
- Which strategy to hire your prescribers?
In order to engage your prescribers and get results, it is important to clearly define your expectations. This particular relationship, halfway between networking and nurturing, works in principle according to the logic of the elevator return. A moral contract that can take a lot of time and energy. (At least as much or more than your clients if you’re prescriber is able to recommend you to several clients). Gain an overview of what you can do for them, use your segmentation to share customized content, but do not limit yourself to content marketing. For example:
- Invite them to trade fairs, conferences and breakfasts
Highlight their successes and publications (articles of your influencers on social networks for example)
Do not hesitate to introduce them to your best clients so they gain knowledge and expertise.
In short, you will have to be bold and agile, always bearing in mind that despite all your efforts to recruit an influence, you can be set aside very quickly. Be sure to never lack credibility or reciprocity. It is difficult to measure the return on investment from the impact of a prescriber on a complex decision. So do not just consider them as business accelerators. The more positive, reciprocal and developed your relationship, the better your results will be.