The document outlines a four-step process for effectively selling to multiple decision-makers in complex accounts. It emphasizes the importance of mapping accounts, analyzing decision-makers’ priorities, determining degrees of influence, and identifying commitment levels to navigate the sales process. By understanding these dynamics, sellers can engage more effectively with key players and improve sales outcomes.

1. Steps That Will
Help You Sell To
MULTIPLE DECISION MAKERS

2. It’s challenging to sell into large, complex accounts
with multiple decision-makers and influencers

3. You never really know how
the decision is being made or
who’s making it

4. • Needs expert or detailed information from others
• Shares the risk by delegating some power to others
• Needs to get buy-in or approvals from others
A multi-level selling situation
arises when decision-maker:

5. “Map” the account
by conducting an analysis of
the key players using the
following four step process

6. Identify Decision-Makers’ &
Influencers’ Priorities
1

7. Common Roles Within an Account:
Decision-Maker - Responsible for making the decision
Ratifier - “Rubber Stamp" approver of decision-
maker’s recommendations; often a top-level executive
Influencers - Influential on the decision process
and/or maker, such as technical experts
Gatekeeper – Can block access to key players; screens
out sellers that do not meet minimum specifications

8. Sell to all decision-makers and
influencers, directly or indirectly,
to avoid taking unnecessary risks
in the selling process

9. Analyze decision-makers’ priorities to overcome multi-level
obstacles and capitalize on selling opportunities

10. Determine Degrees
of Influence2

11. Determine each person's
degree of influence over
the purchase decision

12. To provide structure to the analysis, rank each person as
having a high, medium, or low degree of influence.

13. Additional ways to determine degree
of influence:
Use your past experience with the account as
a barometer
Identify which influencers' priorities most
closely match those of the decision-maker;
they’re likely to have more influence
Identify people who are high in personal
dynamics

14. Establish Connections
Among Key Players
3

15. Determine who's connected to whom in the account, either
by political, functional, organizational, or personal ties

16. Questions to Ask: Who?….
Is advancing rapidly in terms of career progression
Has a ‘mentor’ relationship with the decision-maker
Works on committees or special projects with the
decision-maker or higher level influencers
Meets with the decision-maker most often
Reports to the decision-maker(s)

17. Don't forget to consider organizational titles and lines
of authority as guidelines in drawing connections

18. Identify Commitment
Levels
4

19. Identifying commitment levels
can be simplified by focusing on
two interacting attributes -
Receptivity and Dynamics

20. Receptivity is how the decision-
maker or influencer
feels about you, your company,
and what you have to offer

21. Dynamics refers to his or her ability to
influence or persuade others

22. To assess a person’s
commitment level in
this way, rate using
High or Low values

23. Identify Commitment Levels
Obstructionist Champion
Doubter Supporter
High Dynamics
Low Dynamics
High ReceptivityLow Receptivity

24. Obstructionist - low receptivity, high dynamics.
Supportive of the status quo or a competitor,
vocally and persuasively. Most difficult to deal
with
The Four Commitment Levels
1
2 Doubter - low receptivity, low dynamics. Not
supportive, but influence over others is limited

25. Supporter - high receptivity, low dynamics.
Supportive, but not likely to proactively persuade
others
The Four Commitment Levels
3
4 Champion - high receptivity, high dynamics. Fully
supportive and influential, and willing to take an
active role in trying to persuade others on your
behalf

26. Summary – When in a multi-selling
situation, map the account and
analyze priorities, degrees of
influence, connections and
commitment levels

27. This will help you save time from selling to non-supportive
influencers or inaccessible decision-makers

28. Research Report Reveals
Well-Designed Training
Improves Sales Results
Download Report
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29. By David Jacoby
@DiJacoby