Decision maker

The decision maker is the person whose yes ends the deal. They approve the spend, sign the contract or give the final word. Often it is not the person who sent the inquiry. That person may be a user, an assistant or a manager who gathers options.

The seller finds out who decides on the discovery call, with a direct and polite question. In a CRM it is a contact linked to the deal and marked by role. When nobody knows who decides, the deal card says so plainly. Writing "unknown" is more useful than a guess.

For example, an office manager sends the inquiry and loves the offer. The money is approved by the finance director, who has never heard of you. The seller asks for a short call with both of them.

In the weekly meeting the head of sales asks one question about each deal at the proposal and decision stages. Has the seller spoken with the person who decides? Deals where the answer is no are the ones most likely to stall at the decision stage.

The answer changes where the seller spends effort. A deal with no contact with the decision maker needs a step that reaches them. That could be a joint call, a short summary they can forward, or a meeting at their convenience. Polishing the proposal further will not help.

The decision maker connects several neighboring terms. The champion is often the one who brings you to them. The budget is usually in their hands. The decision date is their promise, not the promise of the person you talk to every day. Before a proposal goes out, the deal card should name the decision maker.

• Assuming the person on the call decides. Many people say "I will decide" and then need approval. Ask: "Who else needs to agree before you can sign?"
• Going around your contact too early. If you call the decision maker behind their back, you lose the ally. Ask your contact to bring you in together.
• Leaving the role empty in the CRM. Then nobody can see which deals are missing the key person. Make the field required before a proposal goes out.
• Sending the proposal only to your contact. It reaches the decision maker retold, and the important parts get lost. Offer to walk both of them through it on a call.

By Friday, the head of sales filters all deals at the proposal and decision stages. For each, the seller answers two questions in the deal card: who decides, and has the seller spoken with them? Deals where the answer is no get one next step this week that reaches the decision maker. Review the list again at the next weekly meeting.

Six areas of the job on one map, with a self-assessment and a plan for your first month.