Who Really Makes the Decision?
Who Really Makes the Decision?
No, not the “decision maker” or the client’s spouse.
I’m talking about us — the salespeople who lose deals because we take control away from the client.
One Friday, a colleague had a meeting with a hesitant client.
An hour and a half, tea, coffee, cookies — the preliminary agreement signed.
First payment due Tuesday, the rest within two weeks.
Total: $220,000.
Tuesday comes.
Morning meeting — the manager proudly announces:
“1 PM — client meeting, payment, final contract.”
2 PM — no client.
4 PM — still no client.
The manager’s waiting.
— What happened? Why didn’t we go to him?
— “I decided not to sign. He’s not sure how to pay the second part.
His money’s in the bank, but he can’t transfer it for 30 days.”
Wait. You decided?
Since when do we decide for the client?
It turned out the issue was simply an extra 16 days of delay.
They agreed to extend — and still nothing.
“Maybe he won’t manage in 30 days…”
A call later, the car went for him.
An hour after, he’s in the office signing the contract.
Midnight. Done. Happy.
Sometimes we stop the deal ourselves
The client always wanted to sign.
We just talked him out of it — politely, unintentionally, professionally.
The salesperson’s job isn’t to decide for the client.
It’s to create the space where the client decides — confidently.
Selling means leading the process
Yes, the client decides to buy.
But it’s the salesperson who decides when — or if — it ever happens.
They control the rhythm, the confidence, the close.
In sales, the best closers don’t wait for decisions.
They help clients make them.