It's quite obvious, then, why decision makers are so important
for salespeople to recognize and charm.
When you're in the world of sales, especially in B2B, and you're selling to another business, you must
present to the decision maker. They are the only ones that can say yes to buying. Selling to non-decision makers, such as administrators or directors, can only give you a negative response.
The last thing you want is to be the salesperson that spent time building a relationship and presenting your product or service to the wrong person. While it is possible to still overcome this difficulty with continuous follow-ups after, your sailing will be a lot smoother if you are presenting to the decision maker from the very beginning and you can adapt your presentation to them, their needs, and interests.
After all, just as with cold outbound sales techniques
, you need to recognize your audience. A decision maker in a finance executive role is a lot different to sell to than a marketing executive. Using the right pain points and having the correct social proof for the particular decision maker is crucial to your success - but having that decision maker in the presentation is even more important, to begin with.
Without a decision maker hearing you out, even with other members of the company trying to get you in touch, you will not be able to close the deal. This is why they are so important and influential to a salesperson's success.