When I first start a web copywriting project, one of the first things I ask the client about is WHO exactly is involved in the decision making process. With many business products, there are often multiple decision makers involved. Usually, one person is tasked with finding solution to a given problem and then must present their findings to a group to decide upon and/or get budget approval.

The easier you make it for the person who found your product or service to sell the decision makers, the better chances you have of making the sale.

You can do this by providing your inside advocate with resources to present to the decision making group such as:

• PDF downloads
• Powerpoint presentation
• Video presentation
• Profit earning potential
• ROI opportunities
• Benefits sheets

Here are some real-world examples of companies I’ve done work for that have more than one decision maker:

• An office furniture sales company – one person shops online and needs an easy way to present the selections to the group for approval and “sell” the person writing the check.
• A company that offers certification training – an employee searches for a company online where they can get their certification and needs approval from the company to be reimbursed for the courses.
• A business consultant/speaker – one management team member likes the services offers but must present the benefits of this consultant/speaker to the rest of the management team.

This last example is fairly common in the sale of most business products and services such as:

• SEO
• Web design
• Web development
• Advertising
• Insurance products

Your Experience

Are there multiple people involved in the decision making process of your product or service? What methods do you use to address each of the various decision makers? What other ideas do you have to make it easier for your “inside advocate” to present the benefits of your products or services to other decision makers within the company?

Tags: Business Building //