There’s no shortage of sales processes that tell you it is important to “sell high” in the customer organization or sell to the “real” decision maker. It would be hard to fault this logic since it has proven successful over the years. However, the question that always comes to mind is how do you know you’ve sold high enough or sold to the right person?
Many times you are simply directed to sell to the “decision maker”. Let’s assume for a minute this signifies the person who is authorized to make the final selection decision and to authorize the issuance of a purchase order. On the surface, if we were to reach this individual, it looks like we’ve arrived. Finally, we are talking to the person that can make a decision!