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4 Things All Decision-Makers Want

Decision-makers are more demanding than ever before because they've got more options.

When it comes right down to it, decision-makers--regardless of job title or where they work--all want the same four things from you:

1. Save me time. I could dig around on the web and learn all about your product area, and make a decision based upon that research. However, I've got other demands on my time that require my specific expertise, so don't burden me with information.

2. Provide the best value.  Don't bother asking me what I want from a vendor.  I want the best product at the lowest price delivered immediately with instantaneous customer service.  Is that so difficult to understand?

3. Make it convenient.  I decide to work with you because you make my life easier.  I want you to take responsibility for a part of my business; your products or services are just the delivery vehicle.

4. Answer your phone. If I call you, answer.  If you can't for a good reason (like you're at your mother's funeral), have another human being take the call.  Make sure it's somebody who will take responsibility for handling my problem.

If the above sounds, well, a bit demanding, it's because decision makers ARE demanding.  They have more choices than ever, so you'd best concentrate on giving them what they want.

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Last updated: Dec 9, 2013


Geoffrey James, a contributing editor for, is an author, speaker, and award-winning blogger. Originally a system architect, brand manager, and industry analyst inside two Fortune 100 companies, he's interviewed more than a thousand successful executives, managers, entrepreneurs, and gurus to discover how business really works. His most recent book is Business Without the Bullsh*t: 49 Secrets and Shortcuts You Need to Know. If you enjoyed this post, sign up for the free weekly Sales Source newsletter.

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