You may not be able to reach Oprah but you can win over the few decision makers who are “influencing” the decisions of others in your specific market. Know who they are, where they get their ideas, what publications they read, programs they watch, radio stations they listen to, and the Web sites they visit.

Ask whether your company’s products or services, environmental stance, and business practices are in line with their expectations. Winning over influential people begins by getting good information about their values and decision-making process.

Dan Grady, President & CEO of Hospice of Orange & Sullivan Counties, Inc. said; “If you believe in the benefit of your product or service, influential people will help when asked, if it is consistent with their values. They’re busy people so be ready to state your case and tell them specifically what you would like them to do.”

Influentials in the Hudson Valley and across the nation are people who are active in their community, highly engaged in their workplace and personal lives. They are interested in many subjects and have connections with many groups. They know how to express themselves and do.

When a call comes as a consumer complaint, assume that it’s an Influential. Virtually all Influentials who have had problems with a product or service go on to do something about it. Only 5 percent of upset customers register complaints. Influentials who complain are the very same people shaping the opinion of many others.

Influentials believe that businesses should try to solve social problems and improve people’s quality of life. Grady continued; “Boards of successful profit and non-profit groups are comprised of Influentials because they want to make a difference.”

Saving money, getting good value for the dollar, and making life easier are the focuses when Influentials purchase. Marketing should communicate the practical benefits of a product or service.

Influentials look for safety and most rate quality of workmanship as extremely important. They find technology “exciting” and use it as much as possible while enjoying the ability to be more self-reliant.

Travel is an area in which Influentials are most likely to say they’re always looking for something new. They’re budget-conscious but care about quality and are willing to pay for it. Focus on what the experience can offer them, and what they can learn from it.

Self-reliance is a key theme in Influentials’ approach to health care. Given the tendency of Influentials to air criticisms when they have them, health care professionals should be especially skilled in their bedside manner.

They’re not necessarily the leaders of government, the CEO’s of large corporations, or the wealthiest in America. Because of their positions in the community, workplace, and society, they influence decisions in others’ lives. By winning Influentials over to the benefits of your product or service, they tell others and help your organization enjoy greater success.

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