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The Question That Reveals All: How to Navigate Decision-Making in B2B Sales
In B2B sales, one of the most challenging—and critical—aspects is understanding how decisions are made within your buyer’s organisation. The wrong approach can feel confrontational, but the right question can unlock valuable insights while strengthening trust.
One such question is:
“In previous projects like this, how was the decision made, and was there anyone else involved?”
At first glance, it might seem like a simple query, but its strategic power is profound. Let’s unpack why this question works so effectively, how it can shape your sales conversations, and a personal lesson I learned the hard way.
A Personal Lesson in Decision-Making
Years ago, while selling industrial lubricants to a plant hire company, I struck what I thought was the perfect deal with the buyer. The offer included product alternatives and enticing volume breaks. All signs pointed to a smooth close.
But then, nothing happened.
Calls weren’t returned. Emails went unanswered. I couldn’t figure out what had gone wrong.
Eventually, I got a response: the engineers needed convincing. They wanted data sheets and product tests to verify the performance claims. Then I discovered something else: the contract included capital equipment amortised over its term. The buyer I had been negotiating with didn’t even realise this—the engineering director, who managed supplier relationships, was the one responsible for that aspect.
What I thought was a simple buyer-seller relationship turned out to involve three people: the buyer, the engineers, and the engineering director. I’d been selling to just one person when the decision-making process required alignment across multiple stakeholders.
That experience taught me a valuable lesson: understanding the full scope of decision-making is non-negotiable.
Why This Question Works
1. Focuses on Past Behaviour
Rather than asking directly about current authority, this question frames the conversation around historical precedents. Buyers are naturally more comfortable sharing past experiences than disclosing their current hierarchy.
2. Identifies Stakeholders
Without directly asking, “Who’s the decision-maker?” it gently reveals other contributors who might play a role in the process. From gatekeepers to influencers, knowing who’s involved is critical to tailoring your approach.
3. Respects Authority
Some buyers may feel defensive if asked directly about their level of authority. This question sidesteps the issue by positioning you as a collaborator seeking to understand the organisation’s dynamics, not undermining the individual’s role.
4. Builds Rapport
It conveys curiosity and interest in the buyer’s world, showing that you’re focused on their needs and processes rather than just pushing your agenda.
A Softer Approach to Authority
While direct questions about authority can feel blunt, alternative phrasing can achieve the same outcome more diplomatically. For example:
“When projects like this have succeeded in the past, what did the decision-making process look like?”
“To ensure we address everyone’s priorities, who else would typically need to be involved?”
“I want to make sure we’re fully aligned—are there other colleagues who’d benefit from being part of this conversation?”
These questions keep the tone collaborative and help uncover decision-makers while respecting the buyer’s position.
Turning Stuck Deals into Progress
Even with the best preparation, deals can stall. When this happens, it’s often because we’ve skipped or misjudged a critical step in qualifying the buyer. It’s a reminder that not everyone we engage with is a true prospect—some are suspects who lack the authority, clarity, or alignment to move forward.
If a deal gets stuck, it might be time to revisit the qualification filter. Ask yourself:
- Have I identified all the key stakeholders?
- Does the buyer have the authority to proceed, or am I working with a gatekeeper?
- Does this deal align with their priorities, timelines, and budget?
By revisiting these questions, you can reassess whether you’re speaking with the right people or need to widen the conversation. And now, armed with the question, “In previous projects like this, how was the decision made, and was anyone else involved?” you’re better equipped to uncover the hidden dynamics that can make or break your deal.
The next time you face silence or delays, don’t just wait—dig deeper. Asking the right question at the right time isn’t just a sales skill; it’s a game-changer.
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