Identifying the right decision maker is a crucial part of any telemarketing call. As The Balance says, “In business-to-business sales, you will frequently have to work your way through one or more people to reach the appropriate decision maker.” Although some of the other people you speak to may well be able to help you in some way, ideally you need to ensure you talk to the person in charge as soon as possible.
One of the best ways to identify the right decision maker is to use the MAN method. By following these simple steps, you can easily qualify the position of the person you’re speaking to and use this information to ensure your call is a success.
The ‘MAN’ we want to speak to is…
There can often appear to be more than one ‘MAN’ in an organisation. It’s not uncommon for different people to have the same level of authority when it comes to making buying decisions. However, in some cases one of these employees may be more familiar with the needs of the business than the others or might have more funds left in their specific budget for the products or services you provide.
M – the person with Means
Firstly, it’s important to ascertain that the decision maker you’re talking with has the means necessary to make a purchase. You can get this information by simply asking outright if they are in control of the budget, or by asking if there’s someone else you need to talk to who has the means to make a decision.
A – the person with Authority
Authority is an important factor when it comes to identifying the decision maker. Use a qualifying method to decide if you’re speaking to the right person. Firstly, check that they are the person responsible – as opposed to the person ‘dealing with’ – the relevant area. Secondly, ask the person you’re speaking to their actual job title.
The answer to this question may well help you to decide if they’re senior enough to make a decision. This is a good way to work out who the correct ‘MAN’ is at an organisation. If you don’t think the person you’re speaking to has the right level of authority, ask to be put through to the decision maker that they answer to.
N – the person with Need
A key factor in making a successful telemarketing call is identifying a decision maker who has a need for your product or service. If they have a need to make a change from their current supplier, or even to take on a new product or service that may make their life easier, decision makers will be much more likely to commit to your business.
When making telemarketing calls, there are a few key points to keep in mind: does the person you’re speaking to have the means to make a buying decision, the authority to make a buying decision and the need to make a change? If the answer to all of these is ‘yes’, you’re talking to the MAN and should be able to bring your call to a satisfactory close.