In strategic account management, the stakeholders you don’t see—and the ones you misunderstand—are the ones most likely to derail your success. Many SAMs focus on engaging with their primary contacts—the people they know best—while neglecting to map out all stakeholders who may influence the decision. This blind spot creates risk. A single overlooked blocker can turn a promising deal into a lost opportunity. But what if I told you that blockers—the very people most likely to resist your initiative—are actually the ones with the power to break the status quo and drive progress?
Unlike most people, who avoid conflict and choose politeness over honesty, blockers speak their minds. They challenge decisions, push back against ideas, and force the organization to confront hard truths. And when a blocker is flipped, they often become even stronger advocates than your original supporters.
This makes blockers the single most important stakeholder group for you to prioritize.
The Risk of Not Identifying All Stakeholders
First let’s define what a stakeholder is. A stakeholder is anyone who will be impacted by the decision you are proposing and, therefore, has an interest in the outcome of that decision. A common mistake in stakeholder management is assuming that decisions are made by a small, obvious group of people. In reality, decisions—especially in large accounts—are shaped by a complex web of influencers, internal politics, and hidden agendas.
If you fail to identify all stakeholders:
- You risk being blindsided by an unexpected opponent who blocks your progress.
- You miss opportunities to leverage hidden supporters.
- You allow unseen risks to grow unchecked, only discovering them when it’s too late.
To prevent this, SAMs must systematically identify and map all relevant stakeholders—not just the ones they talk to regularly.
In strategic account management, the stakeholders you don’t see—and the ones you misunderstand—are the ones most likely to derail your success.
Many SAMs focus on engaging with their primary contacts—the people they know best—while neglecting to map out all stakeholders who may influence the decision. This blind spot creates risk. A single overlooked blocker can turn a promising deal into a lost opportunity. But what if I told you that blockers—the very people most likely to resist your initiative—are actually the ones with the power to break the status quo and drive progress?
Unlike most people, who avoid conflict and choose politeness over honesty, blockers speak their minds. They challenge decisions, push back against ideas, and force the organization to confront hard truths. And when a blocker is flipped, they often become even stronger advocates than your original supporters.
This makes blockers the single most important stakeholder group for you to prioritize.
The Risk of Not Identifying All Stakeholders
First let’s define what a stakeholder is. A stakeholder is anyone who will be impacted by the decision you are proposing and, therefore, has an interest in the outcome of that decision. A common mistake in stakeholder management is assuming that decisions are made by a small, obvious group of people. In reality, decisions—especially in large accounts—are shaped by a complex web of influencers, internal politics, and hidden agendas.
If you fail to identify all stakeholders:
- You risk being blindsided by an unexpected opponent who blocks your progress.
- You miss opportunities to leverage hidden supporters.
- You allow unseen risks to grow unchecked, only discovering them when it’s too late.
To prevent this, SAMs must systematically identify and map all relevant stakeholders—not just the ones they talk to regularly.
How to Flip a Blocker Into an Advocate
Since blockers are your biggest opportunity, here’s a structured approach to flipping them:
Step 1: Diagnose the Root Cause of Resistance
Blockers typically oppose your solution for one of three reasons:
- Competing interests – They prefer a different solution or vendor.
- Misalignment – They don’t understand how your solution supports their strategy.
- Emotional Offense – They feel neglected or dismissed.
Your job is to uncover their true motivation. Ask questions like:
- “What concerns do you have about this initiative?”
- “How does this impact your priorities?”
- “What would need to change for you to feel comfortable supporting this?”
Step 2: Choose Your Approach
- Convert them – If they lack understanding, educate them.
- Neutralize them – If they can’t be converted, minimize their ability to mobilize against you.
- Counter them with influence – Use your advocates to shift their stance.
Step 3: Engage Early and Authentically
- Most blockers are used to being dismissed and will respect someone who actually listens.
- Approach them with genuine curiosity rather than defensiveness.
- If you can flip them, they will champion your cause with the same force they used to oppose it.
Conclusion: Winning the Stakeholder Game
The best SAMs don’t just engage with the people they already know and like. They systematically identify, map, and manage all stakeholders—especially those who pose the greatest risk.
By prioritizing blockers first, you neutralize your biggest threats before they gain traction. And if you can flip a blocker, they will drive your initiative forward faster than any advocate ever could.
In the end, blockers aren’t your enemy—they’re your greatest opportunity!
