This week I’ve posted about a client’s most often-cited Problems, then Opportunities, leading them to invest in their Influencer Program. This followed the premise in Nancy Bleeke’s book ‘Conversations That Sell’ book of first identifying a prospect’s POWNs – Problems, Opportunities, Wants & Needs.
Our own prospect and client survey asked for their own POWNs when commissioning an Influencer Program. Today I’m listing the most commonly cited Wants from such a Program. Note that a Want to a client can be more important than an actual Need!
- Want to apply more science and less pot-luck to your targeting
- Want to better understand the importance of ‘new’ influencers (ie. online) with more traditional (offline) influencers
- Want to believe in the process of selecting to whom to reach out
- Want to understand which influencers are willing to engage and/or partner with your company