CHAPTER 27

Managing Multiple Decision Makers

Our internal research found that the average B2B buying decision includes 5.8 people. If selling one person on your value-added solution is challenging enough, 5.8 people complicate the process. This means 5.8 problems to solve, 5.8 separate purchasing biases, 5.8 individual expectations to exceed, and 5.8 individual definitions of value. No wonder group decision making is one of the greatest challenges salespeople face.

Salespeople sell across multiple departments, at different levels, and in multiple locations. Influencing a group of decision makers is challenging but doable. The complexity of group decision making is so discouraging that some salespeople give up before they start.

Like buyers, ...

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