The ultimate decision-maker is, of course, the CEO, who should consult with both groups in an advisory capacity. The key is to entrust specific tasks of advice and coordination to the Executive Committee, while building an efficient and still nameless small kitchen cabinet, free from the tyranny of the organizational chart. Everyone wants to sell their product or service. To do this, you need to make sure that your efforts are not sabotaged by not preparing. Take the time to find out who is responsible for business decisions, find their contacts on the Internet and make them an offer they cannot refuse. And the same goes for finding the decision maker in any company you want to work with. Who actually makes the most important strategic decisions in your business: acquisition and divestment decisions; investment decisions; where, when and how decisions are made in the marketplace; Decisions to expand or cease operations? The opportunity cost is perhaps less obvious. For example, when should Tom express his concerns about the takeover? In practice, if you focus the leadership team on decision-making, the result may be too much collective and holistic consideration of predetermined outcomes and too little focus on solving narrower problems that could improve the chances of successful implementation. That`s what my colleagues and I discovered when we researched leadership teams. We surveyed executives and asked, “What percentage of the time spent on executive team meetings do you think you need to take the big business perspective rather than the functional perspective?” Responses ranged from 75% to 90% for the business view and from 25% to just 10% for the functional view. A great example of this type of tool is Lusha, which can quickly obtain B2B contact and company data.
The software allows you to find almost anyone`s phone number and email address on LinkedIn, saving you a lot of time when you`re ready to get started and just need a way to get in touch. I would argue that the ratio of time spent on holistic to functional perspectives should be reversed to make the most of the capabilities of the senior management team. While senior management team meetings are excellent forums for brainstorming, developing options, sharing information, coordinating resources, mapping dependencies, stimulating creativity, and a host of other functions, they are not optimal for making difficult decisions. These are usually created by the responsible manager, who is supported by a completely different type of team. And there are good reasons for that. Whether you`re starting a new business or maintaining an old one, your success depends on your ability to close sales. Depending on the industry and the product or service offering, sales cycles and sales processes vary greatly in complexity, duration, and value. And while the specific details can be very different, there are commonalities that can be used to develop a character and assign it to someone you think can make the decision to buy from you.
If there are multiple decision makers in the company you`re targeting, a well-defined USP will also help you figure out who to talk to first and how to make them your biggest advocate in their business. As a CEO, you can do a lot to improve the relationship between living room and kitchen by publicly acknowledging that ad hoc groups exist and should exist. Make it clear that you need to make decisions as well as the choice of how to enter and where you can do it. Once these groups are openly acknowledged, it becomes easier to consciously plan their deployment, defuse unnecessary conflicts, and create formal, truly integrated channels of decision support. That said, there`s no better way to manage a kitchen cabinet, but you can start with a few basic considerations: There are two ways to use LinkedIn to identify decision makers: A decision maker is a person responsible for making important decisions in an organization or business. These are usually executives or other high-level employees in a company who have the power to make decisions alone or with a few other people, making them the ones you need to talk to if you want to make a sale to that particular company. When selling to other companies, it is crucial to present to the decision-maker. They are the only ones who can really say “yes”.
If you sell to non-decision makers, such as an administrative assistant, they only have the power to say “no” to you. What could Mark, the CEO of LawnCare, have done differently to use his kitchen cabinet and executive committee more consciously? He could have discussed the acquisition idea with the entire committee much earlier and asked team members to respond in two ways – once from their company`s perspective and separately from a functional perspective. At this point, Tom could have expressed his concerns about the value proposition for the client. Proponents of adoption may have been prompted to think more about how implementing a multi-channel strategy would work. Tom would have had time to brainstorm new marketing approaches with his own team, reallocating resources and adjusting plans accordingly. More importantly, the organization as a whole would have had a clearer view of the decision and its impact. Avoid this person as they are a toxic prospect. Watch for warning signs such as too much voluntary information about their salary or bragging about how close they are to the CEO. However, a self-proclaimed decision-maker can still be a valuable influencer – it`s always good to build relationships, but you ask questions like “How often do you meet Mr. or Mrs. X?” because strong influencers often meet the decision makers.
Each B2B industry has its own unique characteristics. While there are many similarities, it`s the subtle differences that can set you apart from others and allow you to identify decision-makers much more accurately. In this article, we`ll break down the process of identifying decision makers in each company and go over the essential steps you need to consider and common pitfalls to avoid. Ready to get started? Then read below. As you update your account overview and make more connections, you`ll know who the right decision-maker is and how to move to the next step in the sales process.