8 Questions to Ask to Get to the Decision Maker

Data shows that sales and marketing organizations often focus attention on the end users of their products while neglecting final decision makers. For most B2B purchases, there are multiple people behind the decision to buy or not to buy, and one person who makes the ultimate decision. Likewise, Internet leads should be viewed as more than the one contact on the lead form; they should be viewed as an introduction to other “buyers” at the organization, and ultimately, the key decision maker (if different from the person on the lead.) One tip for finding additional contacts at an organization is to look them up on LinkedIn or another database so you can ask for specific people at the organization.

You may also want to check out the complementary article to this one called: “The Buyers Behind Your Lead.”

Here Are 8 Sample Questions to Ask to Get to the Decision Maker:

“Who else will be a part of your evaluation process?”
“Are there other stake holders in your organization who are part of your research process whom I can send information to?”
“May I ask who will be making the final decision on this purchase?”
“Besides your end users, who else will be affected by this purchase?”
“To be as efficient as possible, may I include others on your team on the call?”
“I understand that Denise Smith is the leader of your IT department, should I also send some information to her, and will she be involved in this decision?”
“I have found with my other clients that the head of marketing likes to be involved in these kinds of decisions. If that is the case in your organization, and if so, may I include them in our correspondence?”
“I have a new research study that is especially relevant for C-level executives. May I share this with our CEO? Would you please provide their email address?”

By asking the right questions in a respectful way, you can turn gatekeepers into your internal champions that will help facilitate your sale.