Industrial Revenue Growth
Book 15 Min

The Five Buying Decisions™

Five sequential decisions a complex industrial buying committee makes before anyone picks a vendor.

Reps focus almost entirely on the last one. Deals die quietly at the second and the third, which is why no decision, not the competitor, is the most common outcome in complex industrial sales.

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Ungated. No form, no gate, no follow up sequence. Download it, or send it to whoever needs to see it.

5
Sequential decisions, only one of which is about you

Eight to twelve people on the average industrial buying team, and most of them never talk to a rep.

Your deals are not lost to competitors. They stall at a decision nobody was selling to.

Every complex purchase runs the same sequence. A champion commits resources to evaluate, asks the CFO for capital, gets the board or committee to approve it, watches the evaluation team set criteria, and only then does anyone choose a vendor.

Decisions two and three are where deals go to die: requesting capital and approving capital both happen inside the buyer's building, with no rep in the room, and usually with a champion who does not have what they need to win the argument.

Which is why arming the champion beats another demo. The first vendor contacted often wins, and most buyers prefer a rep free experience deep into the journey. Both facts point the same direction: the selling that decides the deal happens long before decision five.

Primary CTA · 15 Minutes · No Pitch · No Sequence

Want Ed to walk through it with you?

Fifteen minutes. Bring a deal that went dark. Ed will walk it back through the sequence and show you which decision it actually died at. No pitch, no proposal cycle, no follow up automation, and a referral if he is not the right fit.

An honest read on your sales team. In 15 minutes.

No pitch deck. No proposal cycle. No follow-up automation. Ed asks sharp diagnostic questions about your organic growth challenge and gives you an honest read on what's actually happening.

  • A clear next step, a better referral, or a few things you can do this week
  • Ed's read on whether your sales problem is people, process, or strategy
  • If Ed isn't the right fit, he'll tell you who is
Ed Marsh, industrial sales growth advisor, in a casual button-up shirt
Ed Marsh
Consultant · Speaker · Director · Author · Veteran
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