Only decision makers can influence others to make decisions. Waiting until a presentation to close a sale puts too much pressure on the prospect and salesperson. When pursuing a sale, it is important to understand who will make the decision, their roles and influences, as well as specifics around what is being decided, when, where, how, why, and who else is involved in the decision making process.

1. Decision Step
D A S H B O A R D F O R T H E
e A decision not to make a decision is a decision.
e If you wait until the presentation to close the sale, you put too much pressure
on the prospect and yourself.
e Only decision makers can get others to make decisions.
DECISION TIMELINE
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CAST OF CHARACTERS
WHO
will make the
decision, their roles,
direct/indirect influence,
veto power, etc.?
Who else is involved
besides the customer
and any others with
whom you have
spoken?
WHAT
is involved in mak-
ing the decision – at
what level or part of
the company?
WHEN
will a decision
be made?
WHERE
will a decision
be made – at
what level or part
of the company?
HOW
will the decision
be made?
WHY
is the decision
made this way?
SPECIFICS
Ultimate Decision Maker
Users
Buying Group
Influencers
Technical Buyers
H
H
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