Sales Strategy Spotlight: Secure a Seat at the Decision Maker’s Table

By Cal Thomas, Sandler Training Morristown

Want a Seat at the Decision Maker’s Table? Try This.

​In sales, getting access to a key influencer or decision maker can sometimes  feel like navigating a maze. A simple technique called "passing the baton of  power" can help you solve that maze. It’s summarized below. 

Not All Champions are Created Equal

First, it’s important to understand the difference between a coach and a true  champion within an opportunity you’re pursuing. A coach might want you to  succeed, but they won’t necessarily put their social and political capital on  the line for you. A real champion will. They’ll actively advocate for your  solution.

To figure out if you have a real champion, ask this simple but powerful  question:

*"[Name], let me ask you something. I know this isn’t your call – it’s got to go  to the committee. But if this decision were entirely up to you, with no other  stakeholders involved, would you move forward?"*

Pay close attention to their response. If it's anything less than an enthusiastic  "Yes," whatever you heard was a “No.”

If they say yes, follow up with: "That’s great to hear! Tell me why." This lets you  see how they’d present your solution internally—and how committed they  really are to your solution.

Here’s a variation you can use or adapt. It’s important to develop a version of  this question that feels comfortable coming out of your mouth.

"I know you and your team have invested a lot of time with us, and I  understand the final decision is with [decision maker]. But if it were 100% your call, would you do this today?"

Don't shy away from direct conversations and direct questions like this. Many  sales professionals hesitate, worrying that they will somehow damage the  relationship. The reality is, a true champion will respect your honesty and  your directness at this point. You’ve put in the work to build a solid  relationship—so you’ve earned the right to ask tough questions.

The Goal: A Seat at the Table

What next? Well, your goal isn’t just to have a friendly contact and a good  conversation—it’s to get in front of the decision maker. Instead of asking  permission (“Can you and I meet with so-and-so?”), take a more strategic  approach that demonstrates mutual value – and passes the baton. It might  sound like this:

“[Name], I appreciate you sharing all of this with me. It’s very helpful.  Obviously, you have a huge role to play here because of your expertise in A,  B, C. And of course, I have a role to play, too, because of the experience our  organization brings to the table in the areas of X, Y. Z. Now, typically, at this  stage of our process, what would happen next is that you and I would  schedule a slot on [Decision Maker’s] calendar and talk about the best ways  to move forward. What’s the best way to make that happen?”

Again – we are not asking for permission. We are saying what typically  happens next in this situation, and asking our champion what the best way is  to make that happen. This is how you pass the baton of power!

Pro Tip: Use social proof and third-party success stories to minimize any  perceived risk. Be sure to emphasize that both you and your champion will  each play key roles in getting the right decision made.

The key strategies to remember here are:

•  Find champions who will *actively* push for your solution.
• Ask direct questions about their commitment.
• · Understand how they’d sell your solution internally.
• · Be upfront about your sales process.

Red flags to watch for include:

• Vague responses or lukewarm enthusiasm.
• Reluctance to introduce you to decision makers.
• No clear path forward.
• Hesitation when asked direct questions about next steps.

Don’t Push!

Passing the baton of power isn’t about pushing people to do something they  otherwise wouldn’t do—it’s about creating a clear, strategic path to the key  players that makes sense to both you and your champion within the organization. So: Qualify your  champions, ask for their help in understanding the internal dynamics, and  pass the baton of power. You’ll turn more opportunities into closed deals.
 
Did you know that the average tenure of a Sales VP is between two to two and a half years? They barely have time to unpack their bags and get settled before they look for another position. In the meantime, the company does not just lose a Sales VP, they lose their best salesperson as well.

Why does this happen, and what can we do to change this dynamic?
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Click here for a free guide on why the best sales leaders fail and what you can do to avoid those circumstances for yourself.