Uncovering the Decision Maker
January 12, 2011
For many sellers, uncovering and gaining access to a decision maker can be a puzzling task. From gatekeepers that can restrict access to information to program evaluators that look to flex their muscle, sellers are faced with many obstacles on the path to the true decision maker.
Before we can discuss ways to access the decision maker, its important to understand the definition of one. At its simplest, the decision maker is the person that can say “yes”, as well as say “no”, even when everyone else says the opposite. Additionally, at any given account, there can only be one true decision maker.
With that being said, uncovering the decision maker comes as a combination of asking the right questions when meeting with a prospect, as well as thinking outside the box to use all available resources.
On a cold call, walking in the front door and speaking to the gatekeeper may get you some information and may get you in front of the decision maker, but since most sales reps take this same, straight forward approach, your chances of success are greatly reduced. Rather than taking this approach, the best sellers take the road less traveled and gain access to decision makers through other outlets such as the back door approach, networking groups, and eliciting information from employees other than the gatekeeper.
Back Door Approach
When calling on a business, always look for additional access points, such as a back door or a side door where employees may be working or taking a break. Rather than immediately approaching through the main entrance, talk to the employees at these alternate entrances. Chances are likely that you will get a good amount of uncensored and real information, as well as the name of the true decision maker. In fact, in many cases, the employees will be more than happy to bypass the gatekeeper and take you directly to the decision maker. Just be prepared with your value statements!
Networking Groups
If done properly, networking groups can provide some of the best access to warm leads with decision makers. Attending association and chamber meetings should be done on a regular basis, but to really receive the most benefit, create your own networking or lead-sharing group with reps that sell to similar industries.
Talking to Employees
When making calls, grabbing a bite to eat or even filling up with gas, look for every opportunity to gain information about your prospects. If you see an employee driving a company truck or wearing a uniform, take a minute to ask them who you need to speak with about your services, and use the opportunity to gain as much information as you can. You would be surprised at how informative and helpful people can be when out in the field.
