I’ve heard there are 5.7 decision makers for each sale, and ‘unknown’
influencers. Yet there is no difference between ‘decision makers’ and
If you want to move and your daughter is in her last year of high school, is
she a decision maker or an influencer?
If your tech group isn’t available to implement a new program until they
finish current work, would the tech director be an influencer or a decision
If your company is going through a merger and the teams haven’t been merged
yet, would the director of the groups that needed training be influencers or
If you think some of your folks need coaching, would the coachees be
influencers or decision makers?
See what I mean? “Decision Maker” and “Influencer” are arbitrary
delineations. Until everyone who touches the final solution buys-in, and
change is managed, no buying decision w... (more)
C: Hello, Sharon? Joe from Mimeo calling. How you doin’ today? [I assume he
was attempting to be intimate, not knowing that anyone intimate with me would
never call me ‘Sharon.’]
SDM: Do you know if that’s my correct name?
C: I do know. It’s your name.
SDM: Really? Are you absolutely certain?
C: I am.
SDM: How can you be so certain?
C: Wait. Aren’t you Sharon? Is Sharon there?
Seriously. That call happened. Word for word.
E: Hi. I’m calling from Ecsell. Is this Sharon?
SDM: Is this a cold call?
E: No. It might be a partnership call and I might be able to hire you as a
A colleague recently said he was waiting for a deal to close. How did he know
it would close? I asked. “Because someone contacted me, and we’ve had
several discussions. In our last chat we discussed price.”
SDM: What percentage of the buying decision team does your prospect
A: There are only 4 people on the team, so 25 per cent.
SDM: Any influencers?
A: I have no idea.
SDM: Where is he along his buy path? Stage 3 where one person does
preliminary research? Stage 8 where decision team members choose between an
external resource or an internal workaround? Or Stage 11 when t... (more)
The buyer’s route to a purchase starts before they consider a solution.
Idea stage. Fred has an idea that something needs to change. Fred discusses
his idea with colleagues. Fred invites colleagues to meet and discuss the
problem, bring ideas from online research, consider who to include, possible
fixes, and fallout. Groups formed. Consideration stage. Group meets to
discuss findings: how to fix the problem with known resources, whether to
create a workaround using internal fixes or seek an external solution.
Discuss the type/amount of fallout from each. Organization stage. Fred ... (more)
Why does the sales model merely focus on placing solutions when it’s last
step buyers take during the buying decision process?
Would you ever jump up out of bed and say, “Geesh! I think I’ll just go
out and buy a new car today! Maybe I’ll go to that dealership around the
corner and see if there’s a pretty one!”
Would you ever come into work and announce:
“Guess what! I had an inspiration last night and bought all 1500 of us new
CRM software from an ad I saw! They’re installing it next week! Hope you
tech guys and users like it!”
If you were going to buy a new car, you’d get agreemen... (more)