How to Sell to Multiple Decision Makers

Steps That Will Help You Sell To

MULTIPLE DECISION MAKERS

It’s challenging to sell into large, complex accounts with multiple decision-makers and influencers

You never really know how the decision is being made or

who’s making it

• Needs expert or detailed information from others

• Shares the risk by delegating some power to others

• Needs to get buy-in or approvals from others

A multi-level selling situation arises when decision-maker:

“Map” the account by conducting an analysis of

the key players using the following four step process

Identify Decision-Makers’ & Influencers’ Priorities

1

Common Roles Within an Account:

Decision-Maker - Responsible for making the decision

Ratifier - “Rubber Stamp" approver of decision-maker’s recommendations; often a top-level executive

Influencers - Influential on the decision process and/or maker, such as technical experts

Gatekeeper – Can block access to key players; screens out sellers that do not meet minimum specifications

Sell to all decision-makers and influencers, directly or indirectly, to avoid taking unnecessary risks in the selling process

Analyze decision-makers’ priorities to overcome multi-level obstacles and capitalize on selling opportunities

Determine Degrees of Influence2

Determine each person's degree of influence over the purchase decision

To provide structure to the analysis, rank each person as having a high, medium, or low degree of influence.

Additional ways to determine degree of influence:

Use your past experience with the account as a barometer

Identify which influencers' priorities most closely match those of the decision-maker; they’re likely to have more influence

Identify people who are high in personal dynamics

Establish Connections Among Key Players

3

Determine who's connected to whom in the account, either by political, functional, organizational, or personal ties

Questions to Ask: Who?….

Is advancing rapidly in terms of career progression

Has a ‘mentor’ relationship with the decision-maker

Works on committees or special projects with the decision-maker or higher level influencers

Meets with the decision-maker most often

Reports to the decision-maker(s)

Don't forget to consider organizational titles and lines of authority as guidelines in drawing connections

Identify Commitment Levels

4

Identifying commitment levels can be simplified by focusing on two interacting attributes -Receptivity and Dynamics

Receptivity is how the decision-maker or influencer feels about you, your company, and what you have to offer

Dynamics refers to his or her ability to influence or persuade others

To assess a person’s commitment level in this way, rate using High or Low values

Identify Commitment Levels

Obstructionist Champion

Doubter Supporter

High Dynamics

Low Dynamics

High ReceptivityLow Receptivity

Obstructionist - low receptivity, high dynamics. Supportive of the status quo or a competitor, vocally and persuasively. Most difficult to deal with

The Four Commitment Levels

1

2 Doubter - low receptivity, low dynamics. Not supportive, but influence over others is limited

Supporter - high receptivity, low dynamics. Supportive, but not likely to proactively persuade others

The Four Commitment Levels

3

4 Champion - high receptivity, high dynamics. Fully supportive and influential, and willing to take an active role in trying to persuade others on your behalf

Summary – When in a multi-selling situation, map the account and

analyze priorities, degrees of influence, connections and

commitment levels

This will help you save time from selling to non-supportiveinfluencers or inaccessible decision-makers

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By David Jacoby

@DiJacoby