Strategic Human Capital Insights

How to Better Understand the Total Client Buying Center (TCBC)

 

 Breathe Life into Your Client Business Plans
Take your Sales Targets to the Next Level
 


This is the eighth blog in in our Sales & Business Development blog series. In case you missed the other blogs, you can
 view them here.

Client Business Plans are one of the most critical sales business tools. A big problem with these plans is they often neglect to identify the most important information about the client – the qualitative data! What do I mean?


The Total Client Buying Center (TCBC)

I’ve seen countless business plans that identify the names of people within the buying center.  But, remember, a name is only a name without an operating context associated with the name.  I will often hear salespeople say, “I have the company organization chart.”  So what!  A name on an organization chart is often meaningless.  It is simply a ‘what’ data point.   There is so much more to this name that a great salesperson must know to truly understand the buying landscape:

  • Who is in the TCBC?
  • How does that TCBC operate?
  • What role does each person play in the TCBC? 
  • With whom do people within the TCBC interact? 
  • What are those relationships? 
  • Are they formal, hierarchical lines of authority and responsibility? 
  • Are they informal, matrix lines of authority and responsibility?
  • What impact do these people have on the ultimate buying decision? 
  • How long will the decision-making process take?
  • What are other existing supplier relationships with each person in the TCBC? 


For each name in your business plan, you must have detailed operating context information. 
Only then does that name mean something important.


Challenge: Convert the Client Organization Chart into the Client ‘Organigram’
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What is an ‘organigram’?  It is the realignment of the formal organization chart to depict the way an organization really works informally.  It goes beyond people’s organizational roles to understanding the way people operate in those roles and, therefore, how the organization really works.  The ‘organigram’ reflects:

  • Who are the decision makers?
  • Who are the influencers?
  • Who are the gatekeepers?
  • Who are the bottlenecks?

Why do salespeople tend to avoid asking about TCBC information?

To ask for information about TCBC means the salesperson must ask what feels like very personal questions.  And, if those questions are improperly asked, that’s exactly how those questions come across, as too personal and impertinent. When these questions are improperly asked, they can disrupt the critical relationship building process. So, more often than not, salespeople will avoid asking these questions and assume critical TCBC information. Here’s how TCBC assumptions can kill your sales efforts, create invalid operating contexts, waste your time (your scarce resource that salespeople must manage) and introduce significant flaws into your Client Business Plan. Some results include, but are not limited to: 

  • No business because salespeople are talking to the wrong person who may not be a key player in the decision-making process
  • Delayed business results and missed sales targets due to a lack of understanding regarding the time to make decisions by the key people in the TCBC
  • Delayed or no business because the salesperson did not develop business relationships with all the important people in the TCBC


TCBC Information - The Most Critical and Difficult Questions to Ask

There is indeed a mindset and process that exceptional salespeople must both understand and have the ability to implement / execute.  The TCBC questions do have a structure, sequence and skill set that must be followed. Any gaps in both knowledge and skills in this area will create flawed Client Business Plans leading to inaccurate sales projections and missed strategic initiatives.  Both knowledge and skills, at this stage, must be consciously and methodically applied. 


Remember, there is nothing casual or haphazard about building data about the TCBC.

To better understand the Total Client Buying Center (TCBC), I invite you to learn more about our Sales & Business Development program as part of the Phoenix Strategic Performance Institute. This program helps you to strategically align your sales process to the relationship sales process, accelerating corporate growth and building strategic value.

Explore the Sales & Business Development Program

 

Topics: Business Development

Posted by Joanne Flynn

Joanne Flynn

Joanne T. Flynn heads up the human capital advisory group, Phoenix Strategic Performance, Inc. Previously, she was a Managing Director with Phoenix Group International and was Vice President / Director of Global Learning and Development at Goldman, Sachs for nine years. Joanne works with organizations as they face global growth and competitive challenges. She works with her clients to be both externally focused and internally responsive. With her unique background, she aligns competitive strategic efforts with related internal organizational leadership challenges. With the benefit of her career-long focus, Joanne contributes the unique insight of aligning strategy to internal organizational structure and process. She focuses on human capital relative to strategic initiatives, accelerated business growth, value creation, and business development. Joanne holds a Master of Arts degree in Business Management from the University of Oklahoma. In addition, she holds a double degree major in History and German from St. Elizabeth University, as well as certificates from a variety of leading universities and professional training and development organizations. Joanne has recently published her latest book, Accelerating Business Success, The Human Asset Management Strategy.

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