Hidden sales allies have the power to boost your sales. You just need to seek them out. These “diamonds in the rough,” according to HubSpot’s Paul Petrone, are individuals you haven’t met. It’s up to you to find them and take advantage of their value. 

What Are Hidden Sales Allies?

“[T]hey have some connection to you or your solution,” Petrone explains.

Because of this connection, they are very likely to accept a call, give a referral and champion your solution. They may be a colleague’s acquaintance or part of the same network. Or they may even be a part of the company with whom you already have an account. 

They can influence your prospect to buy. And they can also encourage upsells, contract extensions and retention.

Petrone shares a few specific examples of hidden sales allies, including people who:

• Used your solution at a previous organization
• Previously worked at your company
• Know people that you know
• Attended your same school

The connection you share with these people gives the relationship a head start. And some may even be familiar with you and your offerings. This all sets the stage for nurturing the relationship to create a strong ally.

How Are Top Sellers Finding These Allies?

Petrone reports that top sellers already understand the value of hidden allies. And they share some suggestions to help other sellers seek out their own allies. One potential target to find allies is your past customer base. 

These previous customers know your solution and have used it. They understand its value. They can be powerful allies when it comes to developing new business. And LinkedIn research reveals buyers often maintain relationships with a previous vendor. 

“50% of buyers report that they maintained their purchasing relationships with the same salesperson, even after they changed companies.”

As SalesFuel explains, employee turnover is a common occurrence. Likely, your current client companies have employees that have moved on. Those employees can be valuable hidden sales allies. 

But make sure that you are only approaching past clients who truly were satisfied. 

“An introduction likely won’t happen if you ask clients or acquaintances who aren’t 100% champions.”

Seek Out Mutual Connections

Another way to find a hidden ally is through a mutual connection. These can be powerful business boosters. As Kylee Lessard explains, “…buyers are five times more likely to engage with someone who shares mutual connections."

If you aren’t sure where to begin, consider checking out LinkedIn to see where connections exist. 

Close​.com recommends using the online network to find ally opportunities.

“You can research a prospect’s mutual connections to request introductions or gather insights, which can increase the chances of a positive outcome.”

Once you’ve uncovered a connection, don’t be afraid to ask for a warm introduction.

This “is when someone you know introduces you to someone they know, and vouches for you,” James Cooper writes.

This mutual connection can instantly help build credibility and trust with others. This makes them an especially valuable ally. For tips on asking these contacts for a referral, take a look at these tips from SalesFuel. 

Be Proactive

These are just two examples of where to look for hidden sales allies, which Petrone calls “de facto” referrals. 

“They can offer a similarly smooth path into any account, or…provide outsized value when retaining or expanding said account.”

The key to taking advantage of these business-​boosters is to take action. Smart sellers understand they must be proactive and seek them out. Invest the time and effort into finding these allies. You’ll find uncovering them and getting their support pays off.

Photo by Alejandro Escamilla on Unsplash