Finding the Decision Maker

One of the most overlooked steps in the sales process is to find the decision-maker. This is important, because if you spend your time and energy on the wrong person, you may lose your opportunity to make the sale. If you are only talking to an “emissary,” chances are good that you will not get all the information you need to manage the sales process toward a desired outcome. Sometimes you have to talk to non-decision-makers in order to get to the decision-maker, which is okay; however, if you find yourself reaching a dead end, and it seems more work than it’s worth, this may be a sign to step away from a sale and move on towards other opportunities. One instance where this plays out is in the toy industry. While children reap the benefits of the final product, their parents or grandparents are usually the ones who make the final purchase of the product.

If a grandfather walks into a toy store with his grandson, chances are he will be purchasing a toy for his grandson that day. If a salesperson were to only talk to the grandson about a new and expensive toy car, while the grandson may be sold, the grandfather may not be willing to purchase such an expensive toy. This is why, it would be in the best interest for the salesperson to speak with the grandfather, to help him understand why the price is what it is. Otherwise, the grandfather may encourage the boy to purchase a different, and less expensive toy simply because he does not understand the product fully. According to Dr. Sweet, the salesperson must find a way to talk to the key decision-maker “at all costs.”