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Getting to the Real Decision Maker

Written by: John Brennan

Article Overview: Many of us fall into the "activity trap". We make lots of calls, talk to lots of people, and have an awful lot of sales in the "under consideration" column. If that same level of activity occurred in front of qualified decision makers, our sales would probably double. For tips on getting to decision makers, read on...and enjoy

Getting to the Real Decision Maker

The number of sales you make will be in direct proportion to the number of actual decision-makers you sit in front of. The problem with most salespeople is that they are sitting in front of someone who has to ask someone else if they can buy it or not.
Prospect: "I need only one more approval and the order is yours"
Sales Rep: "Great, when do we all meet?"
Prospect: "I think its best that I handle this alone".
Sales Rep: "Mr. Prospect, if it were just you, and you didn't need to confer with anyone else, would you buy?" (The prospect will almost always say yes).
Sales Rep: "Does that mean you'll recommend our solution to the others?"
Prospect: "You are my number one choice but you understand that I have to run it by a few people"
Sales Rep "I'm an expert at (what you do), and Mr. Prospect, you're an expert at (what his company does). As you discuss our solution, questions about productivity and profitability will arise. I'm sure you agree that the right information needs to be presented so that the most intelligent decision can be made, true?" (Get commitment.)
"And questions might arise about our service. I'd like to be there to answer questions about my expertise so you can make a decision that's in the best interest of your business."
Prospect: "OK."
Sales Rep: "Tell me a little bit about the others."
Get the personality traits of the other deciders, as well as their business needs and interests. When you get in front of the decision influencers, as a group or as individuals, make your entire presentation again.
Of course you can avoid these last minute objection by qualifying the decision-maker at the beginning of your presentation. Try:
"Is there anyone else you work with /consult with/ run things by/ on decisions/situations like this?"
Probe the prospect's answer.
Sales Rep: "Ms. Prospect, how will this decision be made?" The prospect will give you an answer. Then you follow up with,
"Then what?"
The prospect will begin to give you the saga about how the decision is really made. You ask, "Then what?" five times and you'll get the real decision-making process.
The number of sales you make will be in direct proportion to the number of actual decision-makers you sit in front of. The problem with most salespeople is that they are sitting in front of someone who has to ask someone else if they can buy it or not.

Related Articles
  Are They the “Real” Decision Maker?
  Know the difference between buyers and decision makers
  Getting past the Gate Keeper
  Prospecting Tips
  The 5 Elements of a Qualified Lead

Article Tags: decision maker, decision makers



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