Reaching your potential customers through their trusted party

Reaching decision makers in companies

The decision makers of companies in some market niches are difficult to reach.
As an example: small conventional businesses that have been in business since long.
They have:
- Their ongoing business since long.
- No direct or immediate reason for change.

As long as there are no new entrants in their market that challenges them, it will be difficult to create interest for your new products or solutions.

Trusted party

Instead of addressing these entrepreneurs and founders directly, it might be easier to use their trusted parties.

a) The accountant
All these smaller businesses have an external (chartered) accountant for keeping the books and to make the year-end financial statement. This is their trusted party.
The accountant will warn for dangers or problems ahead: from financial, to tax to financial problems.
The advice of the accountant is trustworthy.
Thus influencing the accountant could be the key in your marketing.

b) The computer dealer
The same trusted party label could apply for the local computer dealer that installs and maintains the network and remote access for small businesses. These people have certainly influence on their customers as they too deliver an important service for the businessman.

If you can reach out to their trusted party and create interest you stand a chance of generating interest for your products or solutions.
The trusted party will offer advice to their customers if they see a benefit for themselves or feel they need to help the entrepreneur-client with the survival or growth of the company. In both cases: a direct benefit for the trusted party.

Convincing the trusted party

Now the problem has moved to addressing and influencing the trusted party:
- The best is if one of his customers actually uses your products or solutions and sees the benefit.
- In case the legislation changes, informing the accountants or computer dealers that your solutions will solve the problems created by the changes.
- Sell the revenue or profit benefit for the trusted party involved.
- In all other cases, you need to come up with a compelling reason to get the attention from the trusted party.

Have you been selling using a trusted party of your customer?
Who was their trusted party?