Have you ever lost a deal because you didn’t have the right decision-makers in the room? If so, you’re not alone. Many sales professionals make the mistake of assuming they’re talking to the final authority—only to discover too late that there’s another layer of decision-making. In this post, we’ll break down a real-life sales misstep, highlight key takeaways, and provide actionable steps to ensure you never make the same mistake.
The Costly Sales Mistake That Changed Everything
The story begins with a high-stakes sales pitch at a major tech company. The sales professional had gathered the executive team, including the CEO and CFO, in a boardroom. His presentation was flawless—he had prepared meticulously and felt confident that the deal was about to close.
However, when he asked about the next steps, he was blindsided by a response that sent chills down his spine:
"Great presentation. We’ll let you know what the board says."
Wait—what? The board? No one had mentioned that this decision needed board approval. The realization hit hard: He had spent all this time preparing for the wrong audience.
The aftermath? A silent, tension-filled ride back to the airport, with a disappointed VP who had flown in to support him.
What Went Wrong?
This scenario happens more often than sales pros like to admit. The problem wasn’t the quality of the presentation—it was a failure to fully qualify the decision-making process before stepping into the room.
Here are the key mistakes that led to this sales cycle disaster:
- Not identifying all decision-makers early on – He assumed the executives in the room had final say.
- Failing to ask the right qualifying questions – If he had dug deeper, he would have known about the board’s involvement.
- Lack of proactive deal mapping – Without a clear picture of the approval process, he was unprepared for objections.
How to Prevent This in Your Sales Process
The good news? These mistakes are avoidable. Here’s how you can ensure you’re always talking to the right people:
1. Identify the Full Decision-Making Chain
Never assume that the person in front of you has final approval. Ask direct but tactful questions like:
- Who else needs to weigh in on this decision?
- What is your internal approval process?
- Has a deal like this been approved before, and if so, what steps did it go through?
2. Qualify Every Step of the Process
Sales success isn’t just about knowing who makes the decision—it’s also about understanding how and when they make it. Find out:
- Does the deal need to go through a formal review?
- Are there budget cycles that impact decision timing?
- What objections or roadblocks typically arise at this stage?
3. Control the Narrative with Strategic Questions
Many sales reps know they need to ask better questions but struggle with how to do it. Here are some techniques:
- Use open-ended questions to uncover hidden decision-makers.
- Position yourself as an advisor rather than just a vendor.
- Frame questions in a way that leads to deeper insights (e.g., “In past decisions like this, who needed to be involved?”).
Want to Develop Your Leadership and Sales Management Skills?
Success in sales isn’t just about closing deals—it’s about building strong sales teams, developing effective strategies, and leading with confidence. If you’re ready to elevate your sales management approach, check out the Accelerated Management Program from Sandler Atlantic.
✅ Learn how to coach and develop your sales team
✅ Master proven management techniques
✅ Gain the confidence to lead at a higher level
🚀 Explore the program here: Accelerated Management Program
Final Thoughts
Every sales professional has had moments of regret after a lost deal. The key is learning from those mistakes and refining your approach. By identifying decision-makers early, qualifying every step, and mastering the art of strategic questioning, you can ensure that you never get caught off guard again.
Are you ready to take control of your sales process?
