Uncover decision-maker

We waste tons of time and money on sales proposals, only to be jilted, turned down, or worse, left at the altar. Lost love. Lost revenue.

How many proposals, bids, and quotes have you sent in your career? How many have you won?

Most proposals, bids and quotes are lost. I cannot help you win them all, but I can help you win a few more.

Here’s the reality: You’re probably not talking to the real, final or only decision-maker.

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Here is the rock-solid strategy for perfect matchmaking:

n Before you propose, ask “how,” not “when.” The prospect asks for a proposal. What do you say? Most of you will answer with some greedy, “What’s the budget?” Instead, when the prospect asks you for a proposal, you should ask, “How will the decision be made?” You need to identify the decision-making process. Your path to yes.

n Ask “who.” When you ask how the decision will be made, the prospect will respond, especially these days, that there’s a committee and talk about when it meets and that it makes the decisions. Then you should ask, “Great! Can you tell me their names?” and you write their names down and titles.

n And maybe ask, “Do you work from a set budget?” Beginning a money dialog at this point feels OK. Try to find out if the prospect makes the budget or just spends it – there’s a big difference. The person who makes the budget can easily add to it.

n Then ask the big question: “Then what?” After the prospect tells you that he, she or a committee decides, listen carefully. The prospect will invariably say something like, “Well for orders over $25,000 we run it by the CFO, or I just run it by my boss, but he always takes our (my) recommendation.” In other words, the prospect or the big committee can’t do anything without asking their daddy.

You respond with, “Great! What’s his name?” Write it down, and go back at it with another, “Then what?” The prospect says: “Well the CFO with orders of more than $100,000 has to run it by the CEO, but he always takes our recommendation.”

Here’s what you’ve just learned: The CFO and the CEO are the decision-makers. Your job is now to get your proposal in the hands of the committee members, the CFO and the CEO with their names on it personally and spelled correctly. It’s important to get permission from your newly exposed nondecision-maker and do it in the way where he or she doesn’t feel like you are going over their head or around them. As long as you have the customer’s best interests at heart, there should be no problem.

Try asking, “If I am chosen by the committee, may I accompany you to the CFO meeting?” At least you’ll get the real answer face to face.

“How will the decision be made?” followed by, “Then what?” is the secret formula to discovering and getting your proposal to (and maybe even a meeting with) the real decision-maker. •

Jeffrey Gitomer is the author of 12 best-selling books including “The Sales Bible.” He can be reached at salesman@gitomer.com.

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