17 questions on a decision maker’s mind

OldStoryImageDecision makers in every type of business are under enormous pressure to produce results. Many of them are open to exploring new ideas, strategies and tactics that will improve their business results. However, just because a decision maker appears interested in your offering does not mean they will automatically move forward with the buying decision.

Even if they like your product or service, they will certainly have questions and concerns about making a decision. And the challenge for you, the sales person, is that many of these questions will never be verbally expressed.

The next time you’re talking to a key decision maker about your particular product, service, solution or offering, think about the questions running through their head. Below are just a few of the possible concerns and questions that occupy their minds during your sales conversation.

If you want the sales process to move forward in today’s complex business world, you need to proactively address these concerns.

That means it is critical that you find out what questions each prospect has in mind. Unless you uncover and deal with these questions and concerns, it is unlikely that your prospect will actually make an affirmative buying decision.


1. How can this sales person or his company help me?

2. What’s in it for me? How will I personally benefit?

3. What happens if the company fails to execute or deliver what this sales person says they will do?

4. Are the claims about this product accurate?

5. How will that affect me and my position?

6. I’ve heard other sales people say that before, why should I believe this person?

7. What will happen if I do nothing?

8. How hard am I going to have to fight to get approval for this?

9. Who is going to challenge me and oppose this purchase?

10. How will this decision affect my boss’s perception of me?

11. What will my boss think about this decision?

12. We tried something like this before and it didn’t work; why should I consider it again?

13. How difficult is it going to be to implement this solution?

14. Is it worth the headache and hassle to make the change or is it simpler just to deal with the status quo?

15. Is the problem really big enough?

16. How much is this going to cost in terms of soft costs such as people, time, meetings, etc.?

17. What hidden costs haven’t been factored into this solution?

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