Identifying Decision-makers

I see so many people struggling to get in front of the absolute decision-makers on a deal. There’s one question you can ask that will help you get straight to the source every time: “Who else cares?”

As you’re talking with your prospect about an opportunity and uncovering the problems that have driven them to seek help, ask, “Can you give me a sense of who else cares about this?” You could preface it with something to the effect of, “You know, based on my experience, even though you're the primary decision-maker, I’ve found that there are other people involved who also have a stake in the problem you’re working to solve.” It's your job to create an environment wherein they feel comfortable telling you the truth, and this is the place to start.

If you ask a question like, “Are you the one who makes the decision?” they're going to tell you yes; it’s a question designed to force a lie. By keeping your inquiry open-ended, you will get much more useful insight into who you need to invite to a follow-up conversation.

Asking “Who else cares?” is crucial to effectively selling, prospecting, and qualifying. Don’t waste your time inadvertently excluding key decision-makers. Eliminate the element of surprise. Be vigilant about getting in front of the right people going forward.

Onward.
Tom

Want more tips from Tom? Watch our Tom Tips Videos >>

---

Also in Tom's Blog