How can you close deals with multiple decision-makers?

1 Identify the decision-making unit

The first step is to understand who is involved in the decision-making process, what their roles and responsibilities are, and how they influence each other. This is called the decision-making unit (DMU), and it can vary depending on the size, industry, and culture of the organization you are selling to. You can use tools like LinkedIn, company websites, or referrals to research the DMU and map out their hierarchy, communication channels, and pain points. You can also ask your prospects directly or indirectly to confirm or clarify your assumptions.

2 Tailor your value proposition

Once you have identified the DMU, you need to tailor your value proposition to each decision-maker based on their goals, challenges, and interests. For example, you might emphasize the financial benefits of your solution to the CFO, the technical features to the IT manager, and the user experience to the end-users. You can also use stories, testimonials, or case studies to demonstrate how your solution has helped similar customers in similar situations. The key is to show how your solution can address the specific needs and wants of each decision-maker and create value for them.

3 Build rapport and trust

Another important aspect of selling to multiple decision-makers is to build rapport and trust with each of them. This means being respectful, attentive, and responsive to their questions, concerns, and feedback. It also means being consistent, transparent, and honest in your communication and follow-up. You can use various techniques to build rapport and trust, such as mirroring, active listening, empathy, humor, or commonalities. You can also leverage your existing relationships with some decision-makers to get referrals or introductions to others.

4 Align the decision-makers

One of the biggest challenges of selling to multiple decision-makers is to align them on the same page and overcome any objections or conflicts that might arise. This requires you to identify the main decision-maker or the champion who has the most influence and authority in the DMU and who can advocate for your solution. You also need to address any potential risks, doubts, or objections that might prevent some decision-makers from buying into your solution. You can do this by providing relevant information, evidence, or guarantees that can mitigate their fears or concerns. You can also use social proof, such as testimonials, reviews, or referrals, to show how other customers have benefited from your solution and how it has met or exceeded their expectations.

5 Facilitate the decision-making process

The final step is to facilitate the decision-making process and guide the decision-makers towards a positive outcome. This means helping them move through the different stages of the buying cycle, from awareness to consideration to decision. You can do this by providing clear and concise proposals, contracts, or agreements that outline the value, benefits, and terms of your solution. You can also use urgency, scarcity, or incentives to motivate them to act quickly and avoid delays or indecision. You can also follow up regularly and provide support, assistance, or reminders to keep them engaged and committed.

6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?