decision maker



How to Uncover the Decision Maker and Qualify the Buying Process

In this episode of The Sell or Die Podcast, we’re talking about uncovering the decision maker when it comes to closing a sale. We’ve all been there. You’re getting closer and closer to making the deal happen, and you think you’re talking to the person who is going to make that decision. And just when you think you have it, they tell you they need to run it up the chain. It’s super frustrating! What we want to tell you today is that when you ask the right questions, you can uncover who the decision maker is and sell to them much sooner in the buying process.

decision maker

But before we dive right in, let us introduce ourselves in case this is your first visit. Welcome to the Sell or Die Podcast. We’re your hosts, Jeffrey & Jen Gitomer. Between the two of us, we’ve written the books The Little Red Book of Selling, Sales in a New York Minute, plus 15 other best-selling books. We’ve also created the 7 figure sales formula program and the Breakthrough Business Babe Community. 

Sell or Die is for sales professionals, sales managers, entrepreneurs, and business owners who want to sell more at full price, earn loyalty, and have an unlimited stream of referrals. Every single episode will give you real-world, easy-to-implement solutions so that you can get your calls returned, your proposals read and acted on while creating relationships that you can take to the bank. 

It’s time to sell or die…

Check out the points below to learn how to accelerate your sales by uncovering the decision maker. For even more details on each point, listen to ALL of episode 539 of the Sell or Die Podcast on your preferred streaming platform!


You Might Also Like...

The New Normal

Recover as a Winner!

There are specific, measured, and NEW actions to understand, put into action and MASTER. This course is your game plan to do all three and bank the results. 

What you’ll get:

  • A complete understanding – element by element – of the New Normal to help you connect with the correct message
  • Easy to understand and implement mastery plan and action steps for each element
  • Resources for every new aspect of the New Normal – special emphasis on virtual

Post Pandemic Productivity & Profitability

Hard Trends, Soft Trends, and Predicting the Future of the Coronavirus with Daniel Burrus

Episode 498

Daniel Burrus is considered one of the World’s Leading Futurists on Global Trends and Disruptive Innovation.
The New York Times has referred to him as one of the top three business gurus in the highest demand as a speaker. In this episode we
discuss the coronavirus pandemic and how it impacts you.



Are you the best at what you do?

Everyone wants success, but very few achieve the success they dream about.

This personal challenge e-book describes the personal evolution necessary to become a super-star.

Asking the right questions.

Customers will lie to you. You might ask directly, “Who is the decision maker?” or, “Is anyone involved in the decision making process besides you?”, but that puts them in a defensive position. Instead, we want to give you two bulletproof words to use: “Then what?” 

Here’s how this might play out. Instead of asking “Are you the decision maker?”, you say something like, “I’d like to know more about the decision making process.” The potential customer explains it to you. Then you politely say, “And then what?” They will be forced into telling you what happens next. If they mention more people involved in the decision, you can ask, “Can I include all those people when I send you my proposal?” You’re not offending anybody. You’re just trying to qualify the process. When you do that, you’ll have identified who the decision maker is and you’ll have brought them into the sale.

decision maker

Getting all the decision makers in one place.

Jen used to sell educational software to schools. When she met with potential clients, she’d clarify the decision making process. Once she knew who all was going to be involved, she’d say, “Great. Why don’t we set up a meeting with all of them? I can demo the product once for you all”, and it worked almost every time. Getting all the decision makers together is a win-win situation. No one’s time is being wasted by you having to pitch multiple times. They can come to a decision faster. All your customers have to do is corral the decision makers, and all you have to do is pitch once.

Beginning with the outcome in mind.

To make a sale, begin with the outcome in mind, rather than the end in mind. What’s most important is the potential outcome your customer can get from your product or service. Become obsessed with that transformation. Speak to it passionately. Be focused on what will happen when the potential customer takes ownership. This will help you identify the decision maker and convince them when you get to pitch to them.

How to Uncover the Decision Maker and Qualify the Buying Process: The Bottomline

Die hards, we want you to take personal responsibility for your sales. If you get close to a sale and you suddenly realize you’re not talking to the decision maker, don’t blame the customer. YOU didn’t find out who the decision maker really was. It’s on you to take ownership and learn from your mistakes so you can do better in the future. When you ask the right questions, get all the decision makers together, and begin with the outcome in mind, you will accelerate your sales. 

To learn more about uncovering the decision maker in the sales process, be sure to listen to episode 539 of The Sell or Die Podcast!

Thank you so much for listening to Sell or Die! We hope that this episode helped you learn a better approach to unlocking who the decision maker is. 

If you enjoyed this episode please take a second to rate & review. Each review helps us help more people just like you make a difference in this world! Don’t forget to take a screenshot, share it in your Instagram stories, and tag us @jeffreygitomer and @jengitomer. See you next week!

About your hosts

Known as the King of Sales, Jeffrey Gitomer is the Author of 16 best-selling books including the Little Red Book of Selling, the Sales Bible, and his newest book Get Sh*t Done. In 2008, he was inducted in the Speakers Hall of Fame – the highest award in the speaking industry. His world-class list of clients include companies from  Fortune 500 companies around the world. His digital Learning academy and signature course, The Seven-Figure Sales Formula, offers individuals and teams real-world sales strategies they can implement immediately.

Jen Gitomer gained her prowess in NYC as both a salesperson and award-winning sales leader for a Fortune 500 company. She is the best-selling Author of Sales in a New York Minute, CEO and Founder of Breakthrough Business Babe and a master business growth coach.

Jeffrey and Jen thank you, Diehard, for helping Sell Or Die achieve more than 2 million downloads!

Thanks for Listening!