Mastering the Art of Selling - Navigating to the Decision Maker

We've all encountered the pivotal question from a senior manager: "Did you get to the decision maker?" While it may be a breeze in small-scale sales, the challenge intensifies in larger B2B transactions. The key lies not in treating every prospect as the decision maker but in preparing them to effectively convey your solution to the true decision-making authority.

In many sales conversations, you're essentially arming individuals to champion your solution in the boardroom. The prospect's success hinges on whether they can eloquently articulate the value of your offering to the decision makers. It's crucial to differentiate between educating a prospect and enabling them to pitch on your behalf.

While pursuing the ultimate decision maker is paramount, recognize that not every interaction grants access to them. A game-changing question in such scenarios is, "Who, besides yourself, is on the decision team?" Acknowledging their role in the decision team emphasizes their importance, even if they aren't the "Big Boss." Always strive for that coveted audience with the decision makers but be ready to equip your contact with the tools to present your solution in your absence.

Asking your customer why they need your solution, when you know it addresses their problem, is a powerful strategy. It may seem counterintuitive, but having them articulate in their own words why your product or service is indispensable positions them as the advocate you need. That statement becomes their pitch in the boardroom, the key to closing the deal.

Remember, the journey to the decision maker may have its obstacles, but with strategic preparation and empowering your contacts, you can navigate the complexities of large-scale sales successfully.

YNT Action Items

1) “Who, besides yourself, is on the decision team?” Start using this question today. You will empower those who are not the decision makers and you will not offend those who are. It’s the single most powerful way I have successfully navigated this task while respecting all parties.

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