Ask whether your company’s products or services, environmental stance, and business practices are in line with their expectations. Winning over influential people, like winning over anyone else, 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.”

Do you have a conviction that your product or service will greatly benefit those who use it? What values are embodied in the products and services you offer? How, specifically are they aligned with the values of the Influentials you want to win over to your cheer leading squad?

In the book titled The Influentials authors Jon Berry and Ed Keller state that Influentials 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 different and varied groups. They know how to express themselves and are not shy about doing so.

When a call comes in 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. Studies show that only about 5 percent of upset customers actually take the trouble and time to register complaints. Influentials are the ones who complain and are the very same people shaping the opinions 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 according to Berry and Keller. So when marketing to them to win them over, communicate the practical benefits of your product or service.

Influentials want: reliability, trust, 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 all areas of life. Given their tendency to air criticisms when they have them, one should be especially skilled in human relations and communications. They can hurt as much as help and will rave about your product or service or…tell the world how terrible it is.

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 even greater success.

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