In small businesses the decision-maker is usually the owner. A conversation with an employee without authority rarely ends in a sale.
What it means in practice
A decision-maker is the person authorised to decide on a purchase – in a small business usually the owner or partner, in a larger one someone with the relevant responsibility or budget.
Why it matters for your business
A conversation with an employee without authority rarely ends in a sale – even if interested, they have to “pass it on”, and arguments get lost along the way. Establish early who decides.
Examples and good practice
- Ask early: “Who decides about marketing here?”.
- If the decision-maker isn’t there, book a specific time.
- Leave material, but don’t count on it being passed on.
- With partners, invite both to the presentation.
How to use it in a sales conversation
In small businesses the decision-maker is usually the owner. A Novi advisor arranges the presentation so the owner sees the website preview personally.
