The term “decision maker” is often used in sales, but it can be misleading. Many salespeople focus their efforts on finding the so-called “decision maker,” the one person they believe holds the power to greenlight a purchase. However, this narrow approach can lead to missed opportunities and a less effective sales strategy.
In reality, everyone involved in the buying process has a role in making decisions. Whether it’s the legal department, IT, the end user, or finance, each group has its own motivations and interests when evaluating a product or service. These motivations might differ, but they all contribute to the final outcome.
The Economic Buyer, the person or group who can allocate funds and make the final purchasing decision, is indeed crucial. But they are not the only ones you should focus on. All the other stakeholders in the process are influencers. They may not have the final say, but their opinions and recommendations carry significant weight.
This is why it’s essential to treat every individual you engage with as a decision maker. Their role may be advisory, but their decision to recommend or dissuade the Economic Buyer can be pivotal. Building consensus among all stakeholders not only strengthens your position but also ensures that the Economic Buyer receives a unified message supporting your product or service.
By broadening your perspective and treating every stakeholder as a decision maker, you enhance your chances of success. Recognising that everyone has the power to influence the outcome leads to more effective communication and, ultimately, more successful sales.
