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Decision-Makers: A Field Guide

Decision-Makers: A Field Guide

By Geoffrey James
Sales Machine Blogger

Getting business done is all about making decisions happen.  That's true whether you're trying to sell something from outside the firm or whether you're trying to get something done internally.

In today's risk-averse business world, getting decisions made is more difficult than ever. Gone are the days when a single individual said Yea or Nay on anything important or costly.

Decision-making is now shared among the nine employees described in this post.  Here are the players, and here's how to make certain that they make the right decision...for you.

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Decision-Makers: A Field Guide

The Guru

The Guru

  • AKA: Head Programmer, Chief Engineer, C3PO
  • Why he's a decision-maker: Everyone trusts him to know whether something will actually work.
  • Typical plumage: Pocket protector under the suitcoat.
  • Quote: "We'll be taking the network down right before your deadline.  Sorry, but it's unavoidable!"
  • Pros: Is usually willing to meet with you.
  • Cons: He can and will bore you to tears.
  • Warning: If you offend him, your computer will mysteriously stop working forever.
  • How to get him on board: Either convince him that you are technically competent or, failing that, bring him a rare Star Trek poster as a "gift."

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Decision-Makers: A Field Guide

The Roadblock

The Roadblock

  • AKA: Quality Manager, Process Manager, Fuddyduddy
  • Why he's important: He can throw a wrench into the decision-making process.
  • Typical plumage: A suit that's two decades out of date.
  • Quote: "If you can convince me, you can convince anybody."
  • Pros: Is amazingly predictable and therefore easily handled.
  • Cons: Once you get on his s*** list, you're there forever.
  • Warning: He's so terrified of being exposed as useless that, if left out of the loop, he may act, well, loopy.
  • How to get him on board: Convince him that you would personally value his opinion more than anyone else's because you know that he's "naturally skeptical."

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Decision-Makers: A Field Guide

The Middle Manager

The Middle Manager

  • AKA: Department Head, Group Leader, Sisyphus
  • Why she's important: She's the one who actually needs your solution.
  • Typical plumage: Slightly rumpled business suit with shirtsleeves rolled up.
  • Quote: "We're up to our ass in alligators here!"
  • Pros: Has problems that need solving.
  • Cons: Is usually too busy to listen to you.
  • Warning: She may be on the edge of burn-out, in which case she'll be taking a leave of absence.
  • How to get her on board: Convince her that whatever you're proposing will reduce her workload.

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Decision-Makers: A Field Guide

The Sweetheart

The Sweetheart

  • AKA: VP of Human Resources, Office Manager, Little Mary Sunshine
  • Why she's a stakeholder: She knows everything about everyone.
  • Typical plumage: A bright smile that's a trifle forced.
  • Quote: "I really shouldn't be telling you this, but..."
  • Pros: Usually doesn't wield all that much power.
  • Cons: Will stroke the gossip mill if you flub up.
  • Warning: Can be surprisingly devious.
  • How to get her on board: Invite her to key meetings.  Ask her who else should be attending.  And bring her a donut "just because it's Wednesday".

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Decision-Makers: A Field Guide

The Vault

The Vault

  • AKA: CFO, Head of Finance, Tightfisted SOB
  • Why he's important: Holds the purse-strings of everyone's budget.
  • Typical plumage: Invisible green eyeshades.
  • Quote: "We expect to see a significant ROI within three weeks."
  • Pros: Can actually cut you a check.
  • Cons: Probably won't cut the check unless forced to do so.
  • Warning: Secretly thinks that the concept of spending money to make money is "crazy talk."
  • How to sell to him: When you present to him, make it quick, and stick to the numbers.  Don't talk about solutions; talk about ROI.

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Decision-Makers: A Field Guide

The Consultant

The Consultant

  • AKA: Business Analyst, Management Consultant, Mr. Know-It-All
  • Why he's important: The firm is paying him big money for his advice, which gives him credibility.
  • Typical plumage: He's the guy carrying the iPad whenever everyone else has a Netbook.
  • Quote: "Let's look at the 'best practices' of other companies before we make a decision."
  • Pros: Usually twice as smart as the manager's he's helping.
  • Cons: Will suck money out of your project faster than a ten ton leech.
  • Warning: Has an opinion on absolutely everything.
  • How to get him on board: Easy. Use your business contacts to find him some new potential clients. 

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Decision-Makers: A Field Guide

The Toady

The Toady

  • AKA: Head of Special Projects, Business Manager, Slimeball
  • Why he's important: He's the spy who watches the CEO's back.
  • Typical plumage: Whatever the CEO wears.
  • Quote: "He can't see you right now, but I'll be happy to hear you out."
  • Pros: Incredibly easy to butter up.
  • Cons: Has all the CEO's character flaws with none of his charisma.
  • Warning: Will be suspicious of any attempt to cultivate a relationship with the CEO.
  • How to get him on board: Since everyone at customer's firm secrets hates him, he'll appreciate any positive attention.  Ask his advice on how to convince the CEO to join the party.

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Decision-Makers: A Field Guide

The Gatekeeper

The Gatekeeper

  • AKA: Administrative Assistant, Secretary, Her Royal Highness
  • Why she's important: She controls access to the Big Cheese.
  • Typical plumage: Better dressed than most of the managers.
  • Quote: "I'll bring this to his attention as soon as it's appropriate."
  • Pros: Probably won't attend many meetings.
  • Cons: When she does, she'll take detailed notes.
  • Warning: She may be, uh…, "overly close" to the CEO.
  • How to get her on board: Always keep her in the loop. Ask her advice about how to work through the corporate bureaucracy. After all, she's the expert!

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Decision-Makers: A Field Guide

The Big Cheese

The Big Cheese

  • AKA: CEO, President, Darth Vader
  • Why he's a decision-maker: He thinks he runs the company.
  • Typical plumage: A suit that costs more than your car.
  • Quote: "If it doesn't raise the stock price, I'm not interested."
  • Pros: Is surprising easy to sell to.
  • Cons: Is surrounded by people who don't want you to sell to him.
  • Warning: May suffer from "CEO Disease", a malady where the CEO's sphincter expands to cover his entire body, causing subsequent itching that can only be assuaged by underling osculation.
  • How to get him on board: Treat him like an equal.  And why not?  You've got something he needs; he's got something you want.

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