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I refer often to the term Influential Advisor.  In the selling game there’s a hierarchy:

• Salespeople - seller of products and services
• Trusted Salespeople - a relationship in which you’ve established yourself with a client as a trustworthy supplier of needed products and services
• Trusted Advisors - a sales relationship with a client in which you are a trustworthy supplier of needed products and services, plus knowledge and information about the aspects of the clients business that are directly affected by the products and services.
• Influential Advisors - a sales relationship in which you are a trusted source of products and services and knowledge about those things, plus an influential source of advice and information about the impact of your products or services on the client’s entire organization.

Most have heard of the term “Trusted Advisor”, where your clients and prospects turn to you because they trust you for advice.

The influential advisor doesn’t just sell products and services or advise on solutions to problems and needs. The influential advisor is a valued resource for the client - a source of knowledge about products and services, and an influential source of input about the current and future effects of those products and services on every aspect of the client’s own business. 

What is Influence? - the ability to alter or impact thoughts, ideas, behaviors and actions.  The goal of the influential advisor is to exert real influence on those business decisions made by the client which affect the influential advisor’s own business.  What characteristics make you an influential advisor?

Here’s a formula for Influence:

Knowledge + Experience (expertise)= Credibility

Credibilty + Track Record= Trust

Credibility + Trust = Influence

Acquire enough knowledge and experience or expertise to become credible, then build trust. Buyers in the executive suite don’t buy products and services - they buy ideas, thoughts, actions and solutions that impact the entire enterprise. You have to talk about things that matter to them and talk to them in their language (Executive Messaging).  More importantly, you need to make it quick. I know you’ve heard of the elevator speech… well every conversation with a senior level executive needs to be clear, crisp, relevant and compelling.

Transform from trusted salesperson to trusted advisor to influential advisor. Leverage knowledge and experience to establish credibilty, build trust and influence thoughts, ideas, behaviors and actions.

Go make it happen - Identify a prospect… what knowledge and expertise do I have that will help establish my credibilty?  How can I organize my pitch to be interesting to them?

Happy Selling!