Savage and Greene

Dear Coach: A friend was at a talk that Shawn Greene gave and she apparently mentioned we shouldn't use "decision maker." My friend says the talk was great, but can't remember the explanation. Explain, please?

Coach Says: There are a few reasons why you should not the phrase, "decision maker." First of all, that phrase probably isn't part of your everyday, normal use of language. So when you use it, you sound artificial because you are indeed being slightly artificial.

Using your usual language will help you feel more comfortable. This, in turn, sends a confident tone to listeners.

The second reason not to use "decision maker" in cold calling is because you may be jumping the gun. When you open a cold call, there are usually a few steps to take before you get to a decision step (even when you market and sell in one call). Thinking or asking about "decision maker" right off the bat sets unreasonable expectations in your head, and puts prospects on the defensive.

Take marketing and selling one step at a time. This will prevent frustration, and open more doors because it demonstrates a consultative approach.

The last reason not to use "decision maker" is because it's trite and sounds silly. Think about it: When someone asks you if you're the "decision maker," how does it strike you? Probably sounds like the person is reading off a script.

So what can you say, and when should you bring it up?

If you're prospecting to identify a good contact, it might go something like this: "I'm calling from Red Rock Resorts. We have great business conference services and I'd like to see if they'd be a good fit for your company at some time. Would you help me by suggesting the best person to talk with? Would it be you?"

If you're calling on consumers and selling a simple product or service that involves a one-call sale, it might go like this: "I'm calling from Red Rock Resorts. I'd like to talk about a great vacation offer and see if you would like to take us up on it. Can I tell you about the offer?"

If you use either of the above and you're on the wrong track, people will usually let you know right away. However, instead of just giving you the brush-off, they'll usually help you get to the right person.

If you're selling something complex and expect to have at least a couple conversations with prospects, wait until near the end of the first conversation to bring up the issues of decision-makers and process. Read up on qualifying for more on this. (See Sales Basics.)