You have added some outstanding points. Your comment about decision-makers being afraid to make poor decisions is one of the priary reasons prospects often go with the “big-name, least-risk” vendor, instead of a lesser known supplier who might actually be the best choice. They figure if things don’t work out, they can always say “It’s not my fault, we hired the most well known name in the business.” However, if they hire a relatively “unknown” vendor and problems occur, their colleagues will question their judgment and accuse them of having taken a poor risk.

Committee decisions are becoming more common place now than ever before for several reasons.

1. As you said, they like to get buy in from the people/departments/senior managers who will either be using it or responsible for implementing it

2. Decision Makers are scared to make poor decisions. At least if 5 of them have made a bad decision, if it all goes wrong then they will not be singled out!

3. Scared. A lot of decision makers can’t simply make a decision on their own – this is a really important point to bare in mind. Some are “external reference” people which means they need facts, opinions, back up, input and evidence before making a decision

4. Then there are those that just CAN’T make a decision to save their lives! Whether it be your product or service, what to have to lunch, what to wear etc !!!!!!

Work out the buying process up front just as Kevin mentions above and it will really save you a lot of time, meetings, presentations and frustration!

Happy committee selling!

Sean
The UK’s #1 Authority On Modern Day Selling