Maximize Every Call: Know the Different Types of Decision Makers

Maximize Every Call: Know the Different Types of Decision Makers

Literally, organizations were operated by people making decisions. Different managers plan, organize and control their team by implementing decisions. How effective these decisions are, somehow determines the success of every manager.

Managers together with the highest ranking person gather in a meeting to discuss, identify and make decisions in order to solve problems within the organization. Decision making and problem solving are an ongoing process in every company. What to decide at the end of the entire decision‐making process is dependent upon the facts gathered and the assessment of all the people involved.

The decision making process is quite simple.

Decision Making Process

Decision Making Process

  • Evaluation of the current setup.

This includes information gathering. You find out if there’s an area that needs improvement or if there’s a need to replace in their setup.

  • Evaluation and Outlining of other options.

List down all other options and outline their features and benefits

  • Assessment.  

During this stage, you need to provide the reason/s why there’s a need to replace or improve within the current setup. Possible outcome should also be included.

  • Decide.

Choosing the product or service that best fit the needs of the company.

When dealing with large companies, different people are involved in the decision making process. If the decision maker needs to fix a problem, he will delegate it to one of his managers and his team to look for a solution. Sales reps must learn how to determine which type of prospect he’s speaking to help him get a qualified lead orr at least have an idea whether the buyer is a good fit

Related: Sales Qualification: How to identify if prospect is worth pursuing?

In telemarketing, most sales reps define their own decision maker but it doesn’t necessary mean they are the right person to talk to. Decision makers usually assign different person to handle a project.

Let’s get to know all of the decision makers within an organization, who they are and what their roles are.


Their role is very important. They are the ones who evaluate their current setup and identify the problem. At the same time collects and provides all information about the problem and present it to the Recommender. Suggestions are also included in the information to be presented to his boss.

They are the:

  • Assistant Managers
  • Executives Assistants
  • Network Administrators
  • Evaluation Specialist

Related: Don’t Know the Answers to Prospect’s Sales Questions? Fake it


They decide what product or service to recommend to the next highest person within their organization. Don’t underestimate the role of the recommender, as they are extremely valuable in your sales process. Why? They were assigned by the final decision maker to research for a solution to their problems.

They are the:

  • Managers (IT Manager, Finance Manager, Marketing Manager, Operations Manager, Sales Manager)

Related: Why Listening is an Important Component in Telemarketing


They are the person who tries to convince decision maker that they need the product based on the facts gathered and presented by the Evaluator and the Recommender. They are usually one of the end users and they are aware of the inefficiencies in the business on a regular basis.

They are the:

  • Directors (IT Director, Financial Director, Marketing Director, etc)
  • C level in the department/ The highest ranking person in a department such as; CIO (Chief Information Officer), CTO (Chief Technology Officer),CFP (Chief Financial Officer) CMO (Chief Marketing Officer), COO (Chief Operating Officer)
  • Financial Controller

Related: 5 Steps Guide on Reaching Out To Malaysian Prospects Effectively

Final decision maker

They are the highest ranking person in the company. They sign the check and can re-allocate the budget for the project. They have the final say if the project will be pushed through without asking permission from anyone.

They are the:

  • President
  • Owners
  • CEO (Chief Executive Officer)

When doing lead generation, always maximize your call and look for the different decision makers within an organization and don’t just focus on looking for 1 job title. The decision maker usually delegates the task to an Evaluator, Recommender or Influencer. So always, be respectful when you call a company. You might be talking to one of the important person who can help you close a sale.


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