Finding the right decision-maker isn’t always straightforward, especially in complex B2B sales. The key? Ask the right questions, and know the landscape. Here’s how:

𝟭. 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗤𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝘀
Ask about the bigger picture to understand your client’s goals and processes.
“How does this product or service meet your strategic objectives?”
“What’s the planned timeline for this purchase?”
“Who approves the budget for this expenditure?”
These questions help reveal the hierarchy and set expectations for next steps. 📝

𝟮. 𝗞𝗻𝗼𝘄 𝘁𝗵𝗲 𝗩𝗲𝘁𝗼 𝗛𝗼𝗹𝗱𝗲𝗿𝘀
Functions like quality control often have veto power if standards aren’t met. 🚫 It’s your responsibility to review specs and requirements carefully to avoid roadblocks. Thorough preparation here is essential to maintain credibility and avoid setbacks down the road.

𝟯. 𝗨𝗻𝗱𝗲𝗿𝘀𝘁𝗮𝗻𝗱 𝗘𝗮𝗰𝗵 𝗦𝘁𝗮𝗸𝗲𝗵𝗼𝗹𝗱𝗲𝗿’𝘀 𝗣𝗿𝗶𝗼𝗿𝗶𝘁𝗶𝗲𝘀
Different stakeholders have unique priorities:

𝗧𝗲𝗰𝗵𝗻𝗶𝗰𝗮𝗹 𝘁𝗲𝗮𝗺𝘀 need assurance on specs, performance, reliability, and after-sales service.

𝗣𝗿𝗼𝗰𝘂𝗿𝗲𝗺𝗲𝗻𝘁 wants competitive terms and a supplier they can trust.

𝗧𝗼𝗽 𝗺𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁 might approve the final budget, so it’s crucial to understand the client’s approval process. 🏢

𝟰. 𝗠𝗮𝗽 𝘁𝗵𝗲 𝗗𝗲𝗰𝗶𝘀𝗶𝗼𝗻-𝗠𝗮𝗸𝗶𝗻𝗴 𝗣𝗿𝗼𝗰𝗲𝘀𝘀
A quality control tool like a decision map (or Excel table) helps you track each stakeholder’s role—whether supporting, executing, deciding, or having veto rights—and identifies influential specialists. This improves conversion rates by ensuring a smooth B2B sales process. 🗺️

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