Is Your Prospect a Decision Maker OR a Decision Accepter

Is Your Prospect a Decision Maker OR a Decision Accepter

Many salespeople make the mistake of confusing Decision Makers with Decision Accepters. In the worst case, this leads to a lost sale. In the best case, this leads to lost selling cycles. You can recover from the lost selling cycles, but a lost deal is extremely detrimental to your compensation.

What is a Decision Accepter?

Frequently, salespeople confuse the organizational chart with the decision-making apparatus of a prospect. This most often happens with Hunters that do not have a history with the prospect. It also can occur with Farmers that trust that everything is going to go perfectly and therefore rarely plan for the inevitable curveball in the sales campaign. It rarely happens with Gatherers that have made a living out of extracting money from the prospect. Of course, it rarely happens with Trappers who plan ahead on their sales campaigns. If you are confused by these terms, I suggest you check out my book “Eliminate Your Competition” where I go into great detail on these subjects. You can also reach out to me through social media or direct contact on my blog http://www.thetrapper.com.

A Decision Accepter is a person of authority that “rubber stamps” the decision of others in his/her circle of influence. Most of the hard work of gathering data about a product and comparing that information with the needs of the organization is done by others. These influencers collate all of that positive and negative information and then make a decision on what to present to the final decision authority. I explain in my book “Eliminate Your Competition” that this process actually goes through several iterations as it goes through a Decision Making Triangle.

The reason that a Gatherer is so dominant in an account is because a Gatherer will frequently be in the circle of influence of a Decision Acceptor. A Gatherer that is appropriately motivated to close the deal can frequently bypass all of the organization’s decision-making apparatus and convince the Decision Accepter of a decision that the organization actually didn’t consciously make. To eliminate a Gatherer, you must force the decision back down to the decision-making apparatus, and the only practical way to do that is to start your sales campaign very early in the decision process.

The biggest thing to remember is that no one individual person makes a big decision in corporate sales. Instead, there are multiple decision makers, and there may be numerous Decision Acceptors. Understanding how the individuals in the organization work together is incredibly important to be successful at controlling the decision process.

While it is important to call to higher levels of an organization, it is equally important to call wide in an organization and to call low. In my book “Eliminate Your Competition” I explain the Power Matrix. The Power Matrix will help you develop a sales campaign that covers all of the Decision Makers and the Decision Accepter. You may purchase my book “Eliminate Your Competition” from your favorite book retailer. The ebook version is available at the most popular retailers such as Apple, Amazon, Barnes & Noble. The paperback version is also widely available at such retailers as Amazon, Barnes & Noble, and Books A Million.

The organization chart of your prospect will tell you who the Decision Accepter is within the organization. You will only know who the true Decision Makers are by doing the hard work of understanding your prospect’s goals and aspirations.

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