One of the most important aspects of a successful sales process is identifying and getting in front of the real decision-maker. It’s a step too many salespeople overlook — or delay — and it’s one of the easiest ways to waste time and lose momentum. If you’re only speaking with a messenger or lower-level contact, your deal is likely stuck before it even begins.
The danger of building your pitch around someone without buying authority is twofold. First, you’re probably not getting the full story — they might not know the budget, timeline, or key priorities. Second, even if they love your solution, they can’t say yes. They have to pitch it to someone else — and now your message is being filtered, watered down, or even misrepresented.
There are red flags to watch for. If your contact says things like, “Let me run this by my boss” or “We’ll get back to you after a team discussion,” they’re probably not the final decision-maker. When they dodge questions about budget, that’s another clue.
The key is to ask smart, respectful questions that reveal the buying process. Try, “Who else will be involved in making this decision?” or “Can you walk me through how decisions like this usually get made on your team?” This shows professionalism and helps you navigate the internal dynamics.
That said, don’t try to sidestep your contact. They can be a valuable internal ally if you treat them with respect. Rather than seeing them as an obstacle, see them as a guide who can help you navigate the organization. Give them the tools they need, like short summaries and third party stories that they can confidently present to the actual decision-makers.
At the end of the day, sales move faster and close more reliably when you’re aligned with authority. If you’re not talking to the person who can say yes, you’re not really selling — you’re waiting.
RMcIlwain