20 Jun WHAT CAN YOU DO WHEN YOUR PRIMARY CONTACT GOES ON SUMMER VACATION?

The answer is that you can do a lot!

The individual you have been working with regarding your sale has informed you of her upcoming vacation in Colorado for mountain climbing. She will be unavailable for two weeks. You may be concerned that this will halt the progress of your opportunity and cause a loss of momentum. However, this does not have to be the case.

Vacations can present opportunities for you!

This period is an excellent time to reach out to other members of the evaluation team, including those not directly involved. Additionally, you have a valid reason to contact the Economic Buyer. Let’s review the various purchasing roles.¹

Take your Coach to lunch.

Every opportunity should have a coach. The Coach can be instrumental in closing the sale. The coach may or may not work for your prospect. If the company employs her, she is likely to hold a management-level or senior position, understand company politics, recognize the individuals involved, comprehend the company’s priorities, understand how decisions and purchases are made, and know who holds the actual power to make them. Much of my success in sales stems from the relationships I have nurtured with internal (and occasionally external) Coaches. These individuals have guided me in identifying and engaging with each of the buying influences within the organization. The Coach working with you desires the organization to acquire your solution. Building credibility with the Coach is essential and requires time. I have always respected the information provided by the Coach and kept it confidential. This is an opportune moment to meet with your Coach and discuss the status of the opportunity.

Contact the Economic Buyer

The Economic Buyer, sometimes referred to as the key decision-maker, has the sole authority to approve the purchase. Sometimes the team conceals the Economic Buyer from you because she prefers not to communicate directly with suppliers. Occasionally, the Economic Buyer is misidentified by other buying influences, either intentionally or unintentionally. When asked who the final decision-maker is, team members often name an executive in their area, the person most actively seeking a new solution, or their direct manager. However, that individual may not be the ultimate decision maker.

Additionally, situations may arise where the role of the Economic Buyer changes during the process. This person is often elusive. It is an ideal time to reach out to the Economic Buyer while your contact is on vacation.  Call her administrative assistant and request to schedule a ten-minute meeting with her. Alternatively, your Coach may assist in arranging an appointment. It is crucial not to waste any of the Economic Buyer’s time. Therefore, you must understand her priorities and what she aims to achieve with this project. Prepare a concise list of questions and offer her some unique information. Preferably, inform her about a recent development in her industry or your company.

Do not disregard the Technical Buyers!

When was the last time you communicated with any of the Technical Buyers? Remember, these individuals are highly inquisitive and will ask numerous questions. Sales pros often avoid them because they are not decision-makers, demand considerable time, and can be negative. They frequently work in Information Technology, Procurement, Internal Audit, or Quality Control. They may want to test your product or service to assess the risks associated with it, as they must approve it. Although they cannot decide to purchase, they can halt the process (they can act as a veto) if they find it unsuitable or feel disrespected.  My advice is to placate them and never, ever challenge them. Now is an ideal time to contact them and give them the attention they seek.

You have likely been meeting with User Buyers, who often lead the evaluation. You have met or called your primary contact multiple times. This is an excellent opportunity to engage with others on the buying team, particularly those who have not yet posed any questions.

In summary, just because your primary contact is on vacation does not mean your opportunity should pause. This is an ideal opportunity to expand your interactions within your prospect’s organization. Many sales professionals spend the majority of their time with their primary contact, which is a mistake that can jeopardize the sale. Primary contacts are typically not decision-makers and cannot approve the purchase.  Also, more decisions are consensus-based today. As sales expert Jay Ryan advises, “Go three deep and three wide” in deciding who to contact in the prospect’s organization.

¹  Steven Weinberg, Above Quota Performance (Estes Park, CO: Armin Lear Press, 2022) pp.59-74.