Should you sell to the highest decision maker you can reach out to?

In today’s SAAS world it is so easy to yank out a product that doesn’t work or make user’s life easy. Selling too high in the hope that bosses override users’ choice may result in a sales but will quickly lead to the eventual abandonment of your product. There are always three parties in a B2B sale. The economic decision maker, the influencer, & the user.

In the past – selling complex products like ERP meant that if you win the economic decision maker, the deal will get through & the customer will bear with you till kingdom comes – switching costs being so high – damn the users.

Not saying that you shouldnt try reaching the senior-most prospects but not at the exclusion of user. If your product delights the user by a mile – the decision makers will certainly know. It doesn’t work vice versa! Today users are much more empowered & powerful. Where every solution you need is available as SAAS, the costs of switching are an all time low. Ignore users at your own peril!