This document discusses decision makers and provides information on validating if a contact is a decision maker and types of decision makers. It identifies four main types: analytical, amiable, driver, and expressive. For each type, it describes their motivation and decision making style. It advises tailoring your pitch and approach based on the type of decision maker to better meet their needs and increase the chances of a successful sale. Understanding decision maker types helps improve strategies for effective communication and decision influencing. The key takeaway is to be flexible in your approach.

1. DD ECISIONECISION
MAKERSMAKERS

2. Who is the Decision Maker?
A big obstacle facing Lead Generation Reps is
making sure they’re talking to the right person,
especially if you’re doing targeted account
selling/account based selling. If you have the
perfect pitch and deliver it to your ideal company
but you’re talking to the someone who has zero
buying power, you’ve just wasted your time and
theirs. That’s why it’s important to spend some
extra time finding the right person to get in front
of in the first place.
When it comes to pitching a deal, it is important
to establish that a lead is Qualified and that you
are talking to a Decision Maker. The decision
maker can vary depending on the type of
products or services that you are selling.

3. Why do you need to Validate if he/she is the Decision Maker?
Many people’s inclination is to go to the top floor to look for the decision maker. While the
president or owner oversees the entire company it doesn’t mean that they are the audience
for your pitch. For example, if you are selling office supplies, the decision maker that you are
looking for is likely the office manager, and not the president of the company.
When you pitch the wrong person and they try to relay your value proposition to the ultimate
decision maker, key points can often be lost in a game of corporate telephone. By pitching
to the wrong person you decrease your likelihood of making the lead.
STOP WASTING..
YOUR TIME, YOUR EFFORT AND THE COMPANY'S PHONE BILL!!

4. How do you validate that he/she is the Decision Maker?
Simply Ask one the following Questions:
“Are you the person who looks after the phone system?”
“Am I speaking to the person in-charge of the company's phone lines?”
“Can you direct me to the person who takes care of your telecommunication?”
“I want to talk to the person who manages the mobiles and the landlines of the
Company. Can you please help me out?”

5. Why do you need to know the Types of Decision Makers?
One of the most important parts of selling your prospect is knowing who that person is
and what drives him or her. Many studies have been done attempting to define the
Types of Decision Maker. There are many systems for identifying prospects and
meeting their internal decision-making needs.
By identifying what motivates your prospect to buy, you can tailor your sales
presentation in such a way that you meet his or her internal and external needs. With
just a little bit of research, observation, and communication, you can use your
knowledge of these decision-making styles to build better long-term customer
relationship management skills and increase your lead generation rate.

6. Types of Decision Makers

7. The Analytical DM
Motivation: Logic and Information
Analytical DMs are best identified by their
attention to detail and tendencies towards
perfectionism. They can seem withdrawn,
introspective, or even indecisive.
Don’t let this fool you. Analytical DMs are
only indecisive when they still don’t have all
the information they want in order to make
an informed decision.
Since criticism is the bane of the Analytical
existence, they often won’t discuss an idea
unless they are 100% sure it is the right
thing to do. Accuracy is the most important
goal, and risks are avoided altogether.

8. How to Handle:
Focus on providing information relevant to
what your business can do for them. Use
qualitative and statistical data that shows
exact representations of facts to attract
attention and stir interest. Since these people
are information-oriented and have a keen eye
for detail, you need to be specific and direct
when delivering your pitch.
Expect questions and clarifications during the
process. This indicates that they’re
interested in knowing your business more.
Be patient because analytical DMs are slow
decision maker.
The Analytical DM

9. The Amiable DM
Motivation: Stability and Cooperation
An amiable DMs just wants to make everyone
else happy. Because of this, it is often difficult
for them to make big decisions. They are
constantly worried about how their choice will
affect the people around them. This can make
their decision-making process very slow if you
are not instantly keyed into the social aspects
that will make them feel most comfortable.
Amiable DMs hate chaos and change. When
you are communicating with an amiable, it is
important to highlight the ease of transition
your product and service will provide. In
addition, it is vital to allow the amiables to
make decisions on their own timeline. They
know what’s best for their team and will
ensure that each element comes together
effectively.

10. The Amiable DM
How to Handle:
Make yourself likeable by creating a good
impression and recognizing their presence.
Asking questions that show your interest adds
a personal touch to your pitch. This makes
them feel valued, which nurtures your
relationship with them. Provide relevant
questions that allow them to share their
personal experiences about a certain product.
Address their needs based on answers to
increase your chances of closing the
appointment.

11. The Driver DM
Motivation: Power and Respect
A driver is most concerned with how others
view and follow their directions. That means
you need to recognize a driver right away so
that you can make him or her feel empowered
in all your interactions. Relationships are not a
key factor in this kind of decision-making.
What is important are results that make the
Driver look good.
The greatest fear of the driver is to be
disrespected or taken advantage of. Because
of this, they may be aggressive and
controlling in their attempt to get the results
they want. You need to show them proof of
your product and respect for their position
without allowing yourself to be bowled over. A
driver has no respect for spineless lackeys.
On the other hand, if he or she trusts you,
they will make an instant decision.

12. The Driver DM
How to Handle:
Get straight to the point when expounding on
your pitch. Be direct without compromising
clarity and quality of your performance.
Provide facts and evidences to help them
easily understand your message and make
quick decisions. Mentioning irrelevant or
unnecessary information will only waste both
your time and effort. So be careful to give only
what’s needed in a particular discussion.
Highlight how your business will enable them
to reach their goals and let them stand out
from the competition.

13. The Expressive DM
Motivation: Recognition and Approval
The Expressive is incredible at customer
relationship management, which means
that you need to be as well. People are the
most important commodity to this type of
buyer, which shows in their lack of attention
to more tangible goals like sales numbers.
They want to be needed, so your pitch
needs to highlight their personal value to
you and the value of your product to
others.
An Expressive DM can’t stand being
isolated or not getting the most attention.
They want to know that they are your most
important client. If they don’t feel that they
are getting enough attention, they may
become manipulative or reactive. Unlike
other DMs, they are known do make fast
decisions.

14. The Expressive DM
How to Handle:
Tell stories that are relevant to the topic
and to each concerned individual. You can
also share your own experiences to help
them better understand what’s being
discussed. Focus on showing what your
business can do for them while
concentrating on a possible outcome they
may encounter after the purchase. Connect
with them and establish a deeper level of
relationship by tapping into their emotions.
While facts and other data can help, these
type of customers set their minds in making
and fulfilling decisions that people will love.

15. “Different strokes for different folks.”
Simply put, being aware of these personalities enables you to strategize, more
effectively to meet their needs and solve their problems.
These traits will help you identify what type of customers you’re interacting with.
Whether they’re analytical, amiable, expressive, driver, or a mix of these
personalities, make sure to craft a compelling pitch specifically catered to their
preferences. This will also allow you to improve your strategy and prepare for your
presentation’s success.
The Takeaway: Be Flexible

16. Thank You
onahnatividad©2017