Three Ways to Identify the Change Agent: Find These Key Players to Move Forward in Your Sales Process

What is a change agent and why are they important to identify in your B2B sales process? With six to 10 decision makers, who all probably have differing opinions, roles, and backgrounds, it can feel like there are too many cooks in the kitchen when you’re trying to gain alignment and close the deal. By identifying the change agent, you can move forward in your sales cycle to close the deal faster.

A change agent is a champion who advocates for you, your company, your product and/or service, to make a transformational move forward for their team. It’s not always easy finding out who your change agent is because it is not based on a specific job role, function, or title, and they do not always appear to be your biggest cheerleader. Change agents are typically progressive individuals who are credible and willing to create change within their organization.

So how do you identify a change agent? Here are three clues to finding your change agent:

1. Healthy Skepticism

The change agent is fully aware of the risks at hand. They are not strongly opposed or scared of risks but are conscious of the risks they face with making a change. This individual is forward-thinking with new implementations and asks during the sales process:

  • What are the things we have to think about?
  • What works?
  • What doesn’t work?

These questions might come off as combative to a sales professional, but the change agent is actually helping your sales team carefully think through the challenges that could come up.

2. Languaging

Change agents are not lone wolves and see you as a partner to help propel their organization forward. They typically use inclusive language such as:

  • “We”
  • “The greater good of the group”
  • “How does this work for everybody?”

The choice of words indicates that from this individual’s perspective, you are a part of their team and their agenda to stay ahead of the curve. This can also show that the change agent trusts that you, as a sales professional and expert, can help lead them towards success in achieving their desired business outcomes.

3. Bridge Builder

Another tell-tale sign of a change agent is when they are with a group of diverse stakeholders and they take the initiative to build the bridges to create the alignment and facilitate the dialogue. This demonstrates that this individual truly cares about this new innovation to create change for the better. When you partner with a bridge builder, they can help you clear the lines of communication and connect the dots to close the deal.

With these three traits, you can search, audit, and verify that you have found a change agent to help move your sales process forward to a winning deal. Check out this short video (below) with Chad Quinn, CEO of Ecosystems, as he explains these three ways to identify the change agent.