KEY FACTS – Understanding and influencing the decision-making unit

Key Fact: Knowing customers’ decision-making processes is second nature to most sellers. But understanding where each decision maker fits within the buying process and what issues to address at each stage can be the difference between success and failure.

• Our research suggests the majority of sellers assume that a buyer's job title is a reliable indication of their role within the decision-making unit (DMU), with the most senior person having the greatest influence on the decision. But that’s often not the case. Our research shows there are discreet roles within a DMU that are independent of job title and are a far more useful indicator of how to identify and influence each decision maker.


• Companies don't make decisions – people do. In most major sales it’s fairly obvious where the buying company is within its purchasing process, and many sellers take this at face value. Skilled sellers, however, recognise the decision is made by people, and not all of them will be at the same point in their decision-making process at any one time. Effective sellers treat the decision makers as individuals, accurately assessing where each one is in their decision-making process, and behaving accordingly.


• Just as individual decision makers have differing roles and may be at differing stages in the process, they also have differing needs and drivers. Effective sellers recognise this too, and tailor their approach in response.

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