Is the Decision Maker The Most Important Person in a Sale?

Had been you to walk into a lesson on ‘An Idiots Tips for Producing a Sale’, lesson one might start off this type of thing:

‘Clearly define who the key decision maker in the customer environment is. If you are pitching to a company this much more often than not the Managing Overseer or CEO of the company. Convincing the key decision maker to acquire your product is tantamount to making someone buy therefore all efforts should be directed at this eventuality’ Pitchmaker Review

The teacher might continue to say something on this line: 

‘In every sales situation, there are impact on on the key decision developer besides yourself. Influencers are whatever or person that may impede, contradict or conversely promote and promote that sale. Therefore, in a company environment, the board of directors might be considered an changer on the CEO. It truly is a good idea but not always required to gain support from influencers if the decision maker is convinced of your product’

You may have heard the term ‘Organ grinders and Apes or Mechanics and Slimy Rags’ with reference to this method of offering. The idea being, if you are not pitching an idea or product to the person that has specialist in making the deal tend to be instead pitching to an auxilliary brand lesser authority, then the probability of a sales are greatly reduced. For making a sale it is quite possible that to be able to achieve an immediate pitch to the key decision maker, some contact with someone lower down the order needs to be made. Nevertheless , the step-by-step link between first contact and sale is increased meaning more decisions and more variables that makes the probability of success that more remote on start. The upside of heading through another channel to gain access to the decision maker is that in all likelihood that first contact will be a positive influencer in the sales process.

The lesson ends and you go to work to apply this new found wisdom focused on offering to your decision makers of your client list, but you don’t do as long as you expect. Why?

In complex sales, the definition of decision makers and influencers is not clear cut. Presuming you are selling software and you have a good meeting with the Controlling Director of a company who is very excited about your product, in the meeting the potential departments have been invited in and they are similarly enthusiastic about all the opportunities that your product offer their company. You leave the meeting and the MD calls the THIS director to announce the decision but the THAT Director replies “this application is windows compliant only. Were Linux based”. The sales is scuttled at this late stage.

In this case the MD is not the decision developer, yes, he is the ultimate power base of the sale but when someone buy veers into the realm of computer, the IT Director can then be the main factor of your decision making process. The MD can be influenced since most likely he is not an IT expert and defers to the IT Owners specialist knowledge.

How about the PA to the MARYLAND? He or she is often referred to as the ‘gate keeper’. Very well, the gate can be opened as well as closed. It is a very dangerous game to play to feel that as the person that answers the telephone for the MARYLAND, they may have no say in the sales process. How many discussions result from a day between the PA and the MD? How often times are views about personnel given even if not requested? ‘John seemed to really know what this individual was talking about. Since soon as he came up in he noticed that i was using…. ‘ ie. Caring and understanding. Or ‘Peter seemed to be very pushy and later wanted to talk to you as they said that what he experienced to state was very important and would be of great benefit to you and he could hardly talk to anybody else’. Presumptuous or what!

Remember the ‘mechanic and the oily rag’, well they have a part to play. In the event the mechanic spills the oil the oily throw away is employed to completely clean it up, even if it is being employed by the auto mechanic. The other term is ‘organ grinder and monkey’. The organ grinder can play the music but the monkey collects the money. The moral of the story is do require anybody for approved. Establish who are the players and what their roles are, and treat them as individuals responding to their needs.

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