Decision Makers vs Influencers (Reality of B2B)

Purpose of This Lesson

To prevent you from chasing the wrong person.

4.1 The Buying Committee Reality

In TFAM deals:

• No one buys alone
• Decisions are shared
• Authority is layered

4.2 Typical TFAM Decision Flow

1. Pain discovered (Audit / Operations)
2. Interest formed (Finance / Audit)
3. Validation (IT)
4. Negotiation (Procurement)
5. Approval (CFO / Management)

4.3 Common Sales Mistake

Thinking:

“Procurement is blocking us.”

Reality:

Procurement is enforcing rules — not rejecting value.