Would you ever consider purchasing a new car without asking a family member or a friend to look at it with you? Probably not. Now think for a moment about your buyers. Most buyers today don't make decisions by themselves even when they have the authority, the need, and the money to buy. 

Why not? The reason is risk-adverse buyers want to insure that they are making the right decision for their companies. Sometimes your customers may even worry that a wrong buying decision may cost them their job! So to close more sales, become an expert in selling to multiple decision makers-reducing the customers risk and increasing your likelihood of closing the sale. Here's how to go about it, using the acronym CLOSE. 

C= Contact all of the possible decision makers involved.

First, find out who you need to contact. Ask this specific question. "Who else is going to get involved in the decision and what is the decision process?" Then be quiet, while the customer talks. Now go and contact everyone who is involved and focus on what is important to them, as individuals. It's OK to contact the buyers using personal appointments, telephone, e-mail, fax, and snail mail. 

L= Learn as much about the buyers as possible.

Begin building relationships with each of the buyers immediately. Use your skills as an interpersonal relationship-building expert and match their personalities to generate trust and a desire to do business with you. Uncover their wants, needs, and goals, so that you can put the best spin on your product with each buyer. This will help you create a trusting relationship with them so that you'll have the support that you need to close the sale. 

O= Organize your sales strategy.

Once you have uncovered each individual's needs and goals, start tailoring your presentation. For example, if you have an analytical person on the buying committee, provide him/her with back up statistics, testimonial letters, white papers, and more. They may need to use or see a demo, visit one of your customer's sites, or conduct research on their own. They need detail, so be prepared!  

S= Set up successRally your supporters behind you.

Make sure that those who are most vocal will speak for you when you aren't in the room. You want the most outgoing decision makers your advocates so that they'll sell your product to their colleagues. The quieter people on the committee may support you, but they won't speak up for you.  

E= Energize your buyersMotivate the decision-makers by being consistent and congruent with exceptional follow up.

People do business with people they like and trust, so share your enthusiasm and desire to work with the buyers. Keep in mind the 80/20 rule. People like to hear themselves talk, so encourage your buyers to talk while you listen 80% of the time. If they like you, believe me, you'll get your turn!  

Finally, to close business with multiple decision makers, just remember the last time you bought a car and brought someone with you to check out the car's sound system, sink into the seats, and offer their opinion on the color. Your customers are going through the same process, so make it easy and enjoyable for them to buy from YOU!