Struggling with Multiple Decision Makers and Consensus in Complex Sales

Having a big team of decision makers comes with its share of pros and cons. On one hand, it’s good to have a lot of people invested in your company offering unique and valuable insights. On the other hand, a large group can delay the decision-making process as various opinions need to be considered and everyone’s voice heard. 

Fortunately, it is possible to have the best of both worlds. With the right strategies, your company can benefit from a wide range of input while still making decisions efficiently and in a timely manner. Here, we dive into possible issues with multiple decision makers and consensus and the best methods for overcoming these common challenges in complex sales. 

Common Industry Problems

Too Many Cooks:

Major business transactions of over $10,000 typically involve 3-5 stakeholders and 5-7 representatives on the sell side. Getting everyone on the same page can be nearly impossible, or at the least, can take up valuable time that could be spent elsewhere.

Long, Complex Sales Cycles:

With all that’s involved in the organization and communication process, the complex sales cycle can take anywhere from 6 months to 2 years. This presents delays in company growth, goal attainment and revenue collection. During that drawn out period of time, you will be likely to face challenges keeping your customers engaged. You will also inevitably be dealing with company turnover. For instance, if an involved rep leaves the company, there will be time spent finding a replacement and getting them up to speed, further delaying the already long process. 

Communication Issues:

As we mentioned above, there are quite a few people that are commonly involved in decision making processes. With so many people involved, 90% of your communication will be done without your rep even in the room. While this may be necessary to move the project forward, it requires catch-up time, and it may lead to miscommunication. 

Different Needs Based on the Role in the Organization:

The decision makers involved will have different roles in the organization which means they will have different priorities they want addressed. It can be difficult to find a decision that satisfies everyone. 

It Can Kill Ongoing Relationships:

Companies generally want customers to be long term. They want relationships to be continuous, not transactional. But when stakeholders and clients become disappointed or lose interest due to a long, complex sales cycle, it can kill the deal and ultimately damage the relationship. 

Helpful Solutions to Keep Things Moving Forward

People work better when properly connected. Having your clients and internal teams on the same page when it comes to communication, collaboration, and documents can lead to more meaningful collaborations. Here are some solutions to keep things moving forward to help scale with automation:

Centralized Communication:

A centralized communication and tracking system will keep stakeholders on the same page. It will keep them updated on what’s going on and can help to eliminate the need to take extra measures to reach out to everyone separately. Why spend time crafting and sending several separate emails when you can easily address everyone in one centralized location? This ensures that everyone is on the same page and receives the same communication, regardless of their role.

Collaboration on Documents and Files:

A centralized system can be used for the preparation of documents, files, and other alignment elements. This will allow everyone to have input as the documents are being created, ensuring that everyone’s voice is heard and helping take away from the need for future edits. 

Mutual Prospect and Account Plans:

Stakeholders should be brought together in the creation of mutual prospect and account plans for new and existing customers. This will ensure everyone’s input is considered in the customer success process. 

Accountability via Tasks:

In order to keep things running smoothly, having everyone assigned specific tasks for which they are accountable for helps keep your team on the right track. Continuous nurturing and strategic alignment must be integrated to ensure tasks are completed and goals are reached without the chance of getting sidetracked.

Micro-Experiences to Drive Engagement:

Keeping customers engaged can be challenging across a long, complex sales cycle. Micro-experiences can be used to promote engagement. These can come in the form of emails, DMs, articles, media posts, updates and so on. Automating these experiences based on prospect activity can also lead to a better experience for everyone involved.

Unite your team and your customer success team with an all-in-one connected experience.