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Barack Obama and John McCain have a commanding presence. If they didn’t they wouldn’t be U.S. presidential candidates. Are they making all the key decisions regarding their campaign? In large sales, does one decision maker, operating alone, ultimately make the decision to buy from us?

“They aren’t seeking agreement because they are kind or democratic.”

Sales Tip: Fear Factor
Fact: There is rarely only one decision maker in a large sale. I know we’ve all been given sales tips about the ultimate decision maker. But there is a variable that keeps all the decision makers in play right up until that big order is finally placed. Fear.

Don’t Confuse This with a Democracy
The person in the corner office likes to know he or she is supported in their decision to make a substantial purchase. They aren’t seeking agreement because they are kind or democratic. They want concurrence because they share a common human emotion, fear. They are fearful of making a bad decision and wasting corporate resources. They have to answer to someone and it sounds better to be able to say, “We decided to…,” if things don’t work out so well in the end. They don’t like being fired any more than the next person. Those overpaid high visibility management positions aren’t easy to replace. Just ask Carolyn Kepcher.

How to Sell Big Orders
While there is an individual who has to give the final authorization for a large purchase, they work with their official or unofficial team of decision makers, recommenders and information gatherers right up until their pen hits our contract. We have to keep selling to that team until the order is in hand.

Further reading: Decision Makers, Vertical vs. Horizontal

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Tags: negotiation

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