Don’t misunderstand, we need to sell at all levels of an organization. However, what a salesperson does need to hear is a definitive Yes or No. How much time is spent trying to attain the slow No, e.g. when a non-buyer has a vested interest in making us believe that he/she is part of the qualifying process. Unfortunately, non-buyers may have influence but they cannot make the purchase decision; and they don’t respect the resource drain they’re inflicting upon your sales team. Identifying the true buyer ensures that we focus our resource time on qualification and presenting our value proposition. We may need to contact the influencing non-buyer but we avoid allowing them to direct our sales process. Avoid selling to the non-buyer.