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Who is the Decision Maker and their role in B2B sales
The Decision Maker, or DM, is a key player in the B2B sales process. This term refers to the person who has the authority to sign contracts and make final decisions regarding transactions. Although the DM may not always show interest in making a purchase, their agreement is a determining factor for the successful completion of a deal.
It is important to understand that the DM is not always the CEO or the business owner. Depending on the specifics of the deal, differences in products and services, as well as the size of the company, the role of the DM can be filled by a wide range of officials. These may include:
- Procurement Director — responsible for selecting and ordering materials and components.
- Head of Administrative Department — makes decisions about the purchase of office supplies and furniture.
- IT Director — responsible for acquiring computer equipment and office technology.
- Marketing Director — manages the budget for advertising products and services.
Influencer and Decision-Making Group: other key roles
In addition to the DM, other participants in the decision-making process may include the Influencer (someone who influences the decision) and the Decision-Making Group (a group of decision-makers). An Influencer may be an employee who does not have the authority to sign documents, but whose opinion significantly impacts the final decision. These can be colleagues, consultants, or even relatives of the DM.
The Decision-Making Group consists of multiple decision-makers, such as a board of directors or a team of responsible employees. Such groups typically participate in large deals that require high-level approval, for example, when purchasing expensive equipment or acquiring a competing company.
Why identify the decision maker
To successfully close a deal, the seller must first present their product and obtain agreement from the decision maker. Presenting a product that does not relate to the DM can prove completely useless. Therefore, it is crucial to reach the DM as quickly as possible, as they:
- Have the authority to make decisions.
- Sign contracts necessary for completing the deal.
- Provide the shortest path to closing the deal.
How to reach the Decision Maker
There are several effective methods for finding and establishing contact with the DM:
- Ask the secretary: Sometimes it is enough to simply ask the secretary about the right person.
- Inquire with employees: Communicating with colleagues can help identify who is responsible for the issue you are interested in.
- Visit the company website: The official website often publishes information about employees.
- Use internet search: By entering the company name into a search engine, you can find a lot of useful information.
- Monitor social media: Employee profiles sometimes contain information about positions and companies.
- Reach out to partners: If someone from your counterparties has already worked with the company you are interested in, they may help.
- Look for events: Industry events can be a great platform for networking.
Recommendations for communicating with the Decision Maker
Before meeting with the DM, it is advisable to gather all available information about them. This includes professional achievements, interests, and values that will help you establish a more effective connection. It is also important to prepare thoroughly for the product presentation, thinking ahead about responses to potential objections.
Several key rules for successful communication with the DM:
- Discuss strategy, not tactics.
- Present results, not features.
- Do not start the meeting by discussing price.
- Speak the same language — avoid complex terms.
- Maintain confidence, like the DM.
The essence of B2B sales is to find the DM, establish contact with them, present products, and convince them of the necessity of the deal. By following these recommendations, you will significantly increase your chances of successfully closing sales.