“Who is the decision maker?”
“Who else is involved in the decision making process?”
I walk down the sales aisle and hear these statements and I have to resist going into the CRM and deleting the prospect, or at least hiding it from the sales rep that is speaking. I then remember this is not very coach-like, and take note to discuss how asking this type of question is the easiest way to eliminate honesty from the sales-buying process. Want to stop gaining commitment, start asking direct and confrontational questions.
My sales reps, especially when newly hired are confused when I share this data with them.
“How do I find out who the decision maker is, if I do not ask?”
You do have to ask about how decisions are made, but the goal is to understand the process. By learning more about the way a company, person, or department works, you will be able to paint your own picture of the buying process. If you want to find out who the decision maker is, build a relationship first, then ask questions about the goals of your contact.
“When you want something for your team/department/company, how do you get it?
“If we were to work together, what would be the process to get started?”
These questions are not only inclusive, but pat attention to the goals of your contact. If they are not able to answer them, then they probably have little to do with the decision making process. There are other questions to be answered and you should move on. If you want to move on, first pluck as much as you can from your contact. People that understand how things work, but do not have any control are great resources for learning about a situation.
Once you have started to paint a picture of the company decision making process, chart it out as an objective list. This list can be your set of milestones and a powerful tool in discerning if you are getting commitment. If your contact tells you that a VP has to evaluate your product, but you can never get to that VP, you are in trouble.
A parting thought; most of the prospects I work with tell me their organizations decision making process without me ever asking. How? I learn enough about their business and personal goals to have them want to move the sale forward. Remember, if someone wants to buy, they have a process too and are already committed.
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