Identify Decision-Makers in 60 Seconds • 100-Point Authority Qualification Matrix
Never Present to Someone Who Can't Buy
NEVER present to someone who can't buy. This scoring system saves 50% of your time by identifying decision-makers in under 60 seconds.
The difference between a successful sales rep and an average one isn't technique—it's efficiency. Wasting time on influencers who can't approve decisions is the #1 reason sales cycles extend and deals fall through.
Score prospects on these 5 criteria during the first 2 minutes of conversation:
| Criteria | Weight | How to Assess | Points |
|---|---|---|---|
| 1. Job Title/Role Authority | 25 points | Ask: "What's your role at [Company]?" | 0-25 |
| 2. Budget Approval Power | 25 points | Ask: "Who approves technology investments?" | 0-25 |
| 3. Decision Speed | 20 points | Ask: "How quickly can you move forward?" | 0-20 |
| 4. Pain Ownership | 15 points | Ask: "Are you personally dealing with this issue?" | 0-15 |
| 5. Approval Process | 15 points | Ask: "What's your approval process for this?" | 0-15 |
TOTAL AUTHORITY SCORE
_____ / 100
25 pts: Owner, CEO, Managing Director, Sole Proprietor
20 pts: Partner, Co-Founder, Managing Partner
15 pts: Director, VP, C-Level Executive
10 pts: Department Head, Senior Manager
5 pts: Manager, Team Lead, Supervisor
0 pts: Staff, Assistant, Coordinator
25 pts: "I make those decisions" / "I approve the budget"
20 pts: "My partner and I decide together" (both available)
15 pts: "I have budget authority for this" (their department)
10 pts: "I can recommend and it usually gets approved"
5 pts: "I need to get approval from my manager"
0 pts: "I'll present to the board/committee"
20 pts: "If it makes sense, we can start immediately"
15 pts: "Within 1-2 weeks"
10 pts: "About a month"
5 pts: "Next quarter"
0 pts: "Next fiscal year" / "Just exploring"
15 pts: "I personally deal with this every day"
10 pts: "My team complains about it"
5 pts: "I've heard there are issues"
0 pts: "My boss asked me to look into it"
15 pts: "Simple - I review and approve"
10 pts: "Quick discussion with partner then go"
5 pts: "Need 2-3 quotes"
0 pts: "Procurement process" / "Board approval"
DECISION: Full Steam Ahead!
Action: Proceed with complete discovery and 30-minute demo
Close Probability: 60-80%
Time Investment: 60+ minutes - give them your full attention
DECISION: Conditional Proceed - Get ALL Decision-Makers
Action: Brief discovery, then schedule JOINT meeting with all decision-makers
Close Probability: 35-50% (only if all parties present)
Time Investment: 10 minutes now, 30 minutes with full group
DECISION: STOP! Don't Present. Find Real Decision-Maker.
Action: Qualify who the REAL decision-maker is
Close Probability: 10-20%
Time Investment: Maximum 5 minutes
DECISION: Exit Conversation. Send Info and Move On.
Action: Politely disengage
Close Probability: <5%
Time Investment: 2 minutes maximum
Ask these 5 questions within the first 2 minutes to score the lead:
Q1: "What's your role at [Company Name]?"
Assesses Job Title Authority (0-25 points)
Q2: "When it comes to investing in technology or systems, who makes those decisions?"
Assesses Budget Approval Power (0-25 points)
Q3: "If you see value in this, how quickly can you move forward?"
Assesses Decision Speed (0-20 points)
Q4: "Are you personally dealing with this challenge, or is it affecting another team?"
Assesses Pain Ownership (0-15 points)
Q5: "What's your typical approval process for this type of investment?"
Assesses Approval Process (0-15 points)
Total these scores immediately.
If 80+, proceed. If 60-79, get all decision-makers. If below 60, exit politely.
Cut out and keep at your desk for every call
| Criteria | Your Score |
|---|---|
| 1. Job Title/Role Authority | ___ / 25 |
| 2. Budget Approval Power | ___ / 25 |
| 3. Decision Speed | ___ / 20 |
| 4. Pain Ownership | ___ / 15 |
| 5. Approval Process | ___ / 15 |
| TOTAL AUTHORITY SCORE | ___ / 100 |
🟢 80-100: PROCEED - Full demo, close aggressively
🟡 60-79: CONDITIONAL - Get all decision-makers on call
🔴 Below 60: DON'T PROCEED - Exit politely, find real DM
Time to qualify a lead with 5 simple questions
Authority scoring dimensions that matter
Maximum score for perfect decision-maker
By filtering unqualified prospects early
Rule 1: Score in Real-Time
As you ask questions, mentally track points. By Q5, you know the score and can make an immediate decision about how to proceed.
Rule 2: Never Adjust Scores
Your gut feeling about "this person seems important" doesn't change the math. Stick to the rubric. The 100-point system is designed to remove bias.
Rule 3: Communicate Clearly
Your tone changes based on the score. 80+? You're excited and prepared for a full demo. 40-59? You're professional, but you're not investing 60 minutes.
Real estate companies don't buy software—they buy OPERATIONAL TRANSFORMATION and COMPETITIVE ADVANTAGE. Master the psychology of C-suite decision-making to close enterprise deals.
1. LEAD LEAKAGE: Lost deals between channels
The Pain: Leads from Facebook, Google, LinkedIn, website all tracked in different systems (or spreadsheets). 30-40% slip through cracks. No visibility on conversion rates by source.
Your Angle: "We've audited 50+ real estate companies. You're losing $15-30K/month in lead leakage. SGC TECH AI consolidates all lead sources into ONE system with real-time funnel visibility."
Psychology Applied:
Quantify the loss (money they didn't know they were losing) = Loss aversion triggers fast action. CFO immediately calculates: "$20K × 12 months = $240K/year in lost revenue." ERP ROI suddenly obvious.
2. TEAM FRAGMENTATION: No shared workflows
The Pain: Sales team uses one CRM. Operations uses another. Finance tracks revenue differently. No single source of truth. Constant "What's the real pipeline?" arguments.
Your Angle: "Your team is working with 4 different versions of the truth. Sales thinks you have $5M pipeline. Finance sees $2M. Operations doesn't know who to follow up with. SGC TECH AI unifies everything."
Psychology Applied:
Pain of disorganization resonates emotionally (everyone in the room has felt it). Shows you understand their chaos. ERP = restoration of order and control.
3. OPERATIONAL BOTTLENECKS: Manual processes killing productivity
The Pain: Contracts manually created. Follow-ups manually tracked. Reports manually compiled. COO spends 30% of time on admin instead of strategy.
Your Angle: "You're paying your COO $150K/year. 30% of her time = $45K/year on manual data entry. AI automation eliminates that. Pays for itself immediately."
Psychology Applied:
CFO math is immediate. ROI calculation becomes obvious when you show cost of current inefficiency. Budget approval accelerates.
4. SCALING CHALLENGES: Can't grow without adding headcount
The Pain: To 2x revenue, they think they need to 2x team. Hiring is slow. Onboarding is slow. Payroll explodes.
Your Angle: "Our clients scale 40-60% revenue growth with only 15% team growth. AI + ERP automates repetitive work. Your existing team handles 3x volume."
Psychology Applied:
CEO's dream scenario: 2x revenue without 2x costs. Shows competitive advantage. Competitors still hiring while they're automating.
5. VISIBILITY & FORECASTING: Flying blind on KPIs
The Pain: No real-time dashboards. Pipeline forecasts are guesses. Can't predict quarterly revenue. Board meetings are "surprise" moments.
Your Angle: "SGC TECH AI provides real-time visibility into every metric: pipeline, conversion rates, lead sources, team performance, revenue forecasts. Never be surprised by your own numbers again."
Psychology Applied:
Control = power. Real-time data = confidence. CEO can now lead proactively instead of reactively. Board confidence in leadership increases.
THE CFO: "Show me ROI. Fast."
What They Care About: Cost, ROI, cash flow impact, payback period
Their Fear: Bad investment that tanks budget, blame lands on them
Your Script: "Implementation cost: $4,999 (one-time). First month savings: $8,500 in automated processes. ROI positive by week 4. Full payback in 3 months. Plus: $180K annual savings in operational efficiency."
Psychology:
CFOs respond to NUMBERS and CERTAINTY. Show exact ROI math. Give them a financial forecast they can present to the board. They become your internal champion.
THE COO: "Will my team adopt this? Will it work?"
What They Care About: Implementation, adoption, team productivity, zero downtime
Their Fear: Team resistance, failed implementation, loss of productivity during transition
Your Script: "14-day implementation window. Phase 1: Data migration (3 days). Phase 2: Team training (2 days). Phase 3: Go-live with support (2 weeks 24/7 onsite support). Zero disruption. 95% of our clients report productivity UP within 30 days of launch."
Psychology:
COOs fear disruption more than they fear the system itself. Show them your implementation PROCESS is bulletproof. Offer on-site support during critical days. They relax when they see you've handled this 50+ times.
THE CEO: "Will this give us competitive advantage?"
What They Care About: Growth, competitive advantage, market position, strategic progress
Their Fear: Competitors move faster, losing market share, being disrupted
Your Script: "Your closest competitor is likely 6-12 months away from ERP automation. Right now is your window to gain 18-month advantage. Early adopters in real estate AI systems are capturing 35% market share growth. Later movers are fighting for scraps."
Psychology:
CEOs respond to COMPETITIVE ADVANTAGE and FIRST-MOVER BENEFIT. Scarcity of early adopter status triggers urgency. They want to lead, not follow.
Tactic 1: ANCHOR WITH INDUSTRY BENCHMARKS
Don't start with your price. Start with what they're currently wasting.
"Industry benchmarks show real estate companies lose 30-40% of leads due to CRM fragmentation. At your volume, that's $400K-600K annually. Our solution: $4,999 implementation. Recovery: Month 1."
Why it works:
They anchor on the loss ($600K/year) not the solution cost ($5K). Suddenly your price is invisible compared to savings.
Tactic 2: THE PILOT PROGRAM (Reduce Risk Perception)
Don't ask for full commitment. Offer a 30-day pilot on ONE department.
"Let's do a 30-day pilot with your sales team only. Zero risk. If we don't show 25%+ efficiency gain, you pay nothing. If we do, we expand company-wide. Committee vote: 30 days, one team, measured results."
Why it works:
RISK REVERSAL. You take the risk, not them. Committee approves pilots easier than full rollouts. Once pilot works, expansion becomes a "no-brainer" because they've seen proof.
Tactic 3: MULTI-TIER PRICING (Something for Everyone)
Give them choices to feel control.
Bronze: $4,999 - Implementation + Basic 3-month support
Silver: $7,999 - Implementation + 12-month support + 2 training sessions
Gold: $11,999 - Implementation + 24-month support + Custom training + Dedicated account manager
Why it works:
Committee members each gravitate to different tiers (CFO picks Bronze for budget, CEO picks Gold for advantage, COO settles on Silver). They feel they chose it = buy-in increases.
Tactic 4: SCARCITY OF EARLY-ADOPTER PRICING
Create urgency around decision timeline.
"Q1 pricing is locked at $4,999 for implementation. Q2, we move to $6,999 as we scale more clients. We wanted to offer you the founder rate. Decision window: 14 days to lock it in."
Why it works:
LOSS AVERSION. They'll lose the lower price if they delay. Creates internal pressure to approve faster. Combined with CEO competitive advantage angle = approval momentum.
Enterprise presentations are won before you step into the boardroom. Master the preparation, overcome your psychological barriers, and you'll exude the authority that makes CFOs/COOs/CEOs say "yes."
STEP 1: Deep Research Their Business (3 hours)
Psychology Applied:
Decision-makers can SMELL when you've done homework. Specific knowledge of their business = immediate credibility. "You're not just selling us—you understand OUR situation."
STEP 2: Customize Your Deck (2 hours)
Psychology Applied:
Custom > Generic. A deck made FOR them (not FOR everyone) shows respect and intentionality. They feel like you came to HELP, not to SELL.
STEP 3: Prepare Committee-Specific Talking Points (1 hour)
Psychology Applied:
When you speak THEIR language (ROI for CFO, operations for COO, strategy for CEO), you become the person who UNDERSTANDS them. Buy-in increases exponentially.
STEP 4: Mentor Mindset Shift - You're Not Selling, You're SOLVING (30 minutes)
Wrong Mindset: "I need to close this deal to hit my quota."
Right Mindset: "This company is losing $600K/year. I have the solution. My job is to help them see it and implement it."
Wrong Mindset: "These executives are intimidating and will judge me."
Right Mindset: "I've implemented this 87 times. I know more than they do. I'm the expert here."
Wrong Mindset: "If they say no, I failed."
Right Mindset: "They'll say yes when they're ready. My job is to make sure they have all the information. Timing is their decision."
Psychology Applied:
Desperate energy (needing the deal) RADIATES and KILLS sales. Solution mindset (helping them succeed) RADIATES and CLOSES deals. C-suite can feel the difference in 30 seconds.
STEP 5: Physical Confidence Activation (20 minutes morning-of)
Psychology Applied:
Your body language shapes YOUR psychology (not just theirs). Power pose increases confidence hormones. Slower speech = sounds more credible. Firm handshake = they unconsciously feel you're strong.
STEP 6: Internal Narrative Anchor (Read 3 minutes before entering)
"I am the expert in the room. I've implemented ERP for 87 real estate companies. I know what works and what fails. This company needs what I'm offering. My job is to help them see it clearly. If they say yes, great. If they need time to think, that's fine too—I'm here to educate, not pressure. My value is worth the investment. They're lucky we're presenting to them."
Read this out loud. It rewires your brain from "hope they buy" to "they should buy." Your energy will be COMPLETELY different.
Challenge 1: IMPOSTER SYNDROME ("They're richer/smarter than me")
The Problem: You're intimidated by the room. You think they know more. You shrink your value.
The Solution:
Challenge 2: TECHNICAL QUESTIONS YOU CAN'T ANSWER ("What if they ask something I don't know?")
The Problem: CFO asks about API integration. You don't know. You panic. You lose credibility.
The Solution:
Challenge 3: TOUGH OBJECTIONS FROM EXPERIENCED CFOs ("Your price is 2x what we budgeted")
The Problem: They throw price objections. You panic and offer discounts immediately. You train them to negotiate harder.
The Solution:
Challenge 4: COMMITTEE INERTIA ("We need to discuss internally and get back to you")
The Problem: Multiple decision-makers have conflicting priorities. Committee delays become months. You never hear back.
The Solution:
Challenge 5: COMPETITOR COMPARISON ("How are you different from Salesforce?")
The Problem: They compare you to market leaders. You feel small. You lose confidence.
The Solution:
| ✓ Research complete (company, competitors, pain points) | ✓ Deck customized with their logo + specific challenges |
| ✓ Committee-specific talking points prepared | ✓ Case study + ROI data ready (similar company example) |
| ✓ Top 5 objections prepped with responses | ✓ Implementation timeline clearly communicated (14 days) |
| ✓ Pricing options ready (Bronze/Silver/Gold) | ✓ Pilot program offer prepared as risk reversal |
| ✓ Power pose done (2 min in bathroom) | ✓ Breathing exercise completed (4-7-8 × 10) |
| ✓ Suit/appearance executive-level | ✓ Anchor statement read (expertise mindset) |
| ✓ Handshake ready (firm, 3 sec, eye contact) | ✓ Decision timeline ready to propose |
| ✓ Mindset: Expert in room, here to solve | ✓ Phone on silent, notes ready |
1. ANCHORING - Set the Mental Baseline
The first number mentioned becomes the psychological reference point.
✓ Why it works:
Their mind anchors on the higher $850k-$950k range, making $789k feel like a bargain. They're thinking "savings" rather than "cost."
2. SCARCITY - Create Urgency Without Pressure
People fear missing out more than they enjoy gaining something.
✓ Why it works:
FOMO (Fear Of Missing Out) triggers faster decisions. They know others want it, which validates its value. 48 hours creates urgency without aggression.
3. SOCIAL PROOF - "Everyone Like You" Is Buying
People trust the decisions of people like themselves.
✓ Why it works:
They see themselves reflected in previous buyers. Identity-based selling is more powerful than feature-based selling. It appeals to WHO THEY ARE, not just what they BUY.
4. AUTHORITY - You're the Expert, They're the Student
People follow experts and defer to authority figures.
✓ Why it works:
You're not selling—you're recommending. Authority removes doubt. Your track record becomes their confidence.
5. RECIPROCITY - Give Value First, Sales Follow
When you give, people feel obligated to return the favor.
✓ Why it works:
You've given value before asking for anything. They're now more likely to work with you, view your properties, and seriously consider your recommendations.
6. LOSS AVERSION - Fear of Losing > Joy of Gaining
People feel loss 2x stronger than equivalent gains.
✓ Why it works:
Instead of "gain $300k in appreciation," you frame it as "lose $20k if you wait." Loss triggers faster decisions than gain.
7. EMOTIONAL STORYTELLING - Paint Their Future Life
Stories create emotion. Emotion drives decisions.
✓ Why it works:
You're not selling a property—you're selling a LIFESTYLE and a FUTURE. Emotions matter more than facts in decision-making.
Emotion: Fear, Anxiety, Distrust
Your Script: "Here's why you can trust this price. [Show comparable sales]. [Show market data]. [Show appreciation history]. These three data points prove this isn't just fair—it's strategic."
Dark Psychology Applied: Authority + Data = Trust
Emotion: Uncertainty, Regret Avoidance
Your Script: "Smart buyers ask this. Here's what I've tracked: [Show 10-year neighborhood trends]. The area has appreciated 8% annually for the last decade. That's not luck—it's demographic trends. Young professionals are moving here deliberately."
Dark Psychology Applied: Social Proof + Authority
Emotion: Overwhelm, Decision Paralysis, Responsibility
Your Script: "That's exactly why we break it into steps. [Show decision framework]. First, we confirm this matches your needs. Second, we verify the numbers. Third, we handle logistics. You don't need to make one big decision—you make 3 small ones."
Dark Psychology Applied: Chunking (reduce overwhelm)
Emotion: Regret, Self-Doubt, FOMO (Forward-looking)
Your Script: "Let me flip this: What's the regret if you DON'T buy? In 5 years, you could be paying $150k more for the same property. Or worse—someone else owns your dream home. That's the real regret."
Dark Psychology Applied: Loss Aversion + Future Pacing
PHASE 1: RAPPORT (5 minutes) - Build Trust & Connection
Goal: Make them feel understood and safe
"I work with a lot of buyers like you. Before I show anything, I want to understand what matters most to YOU. Not the property—you. What does your ideal weekend look like? What neighborhood makes you feel at home?"
Psychology:
People buy from people they like and trust. Mirror their language, show genuine interest, validate their concerns.
PHASE 2: CONTEXT (3 minutes) - Anchor Their Mind
Goal: Set price & value anchors
"Here's the market context: Properties like this are selling for $850k-$950k. Comparable homes in this neighborhood with these features average $920k. This one? $789k. It's actually $130k underpriced."
Psychology:
Anchoring effect sets their mental baseline. Everything after this feels cheaper/better by comparison.
PHASE 3: PROPERTY WALK (15 minutes) - Show Benefits + Paint Picture
Goal: Connect features to THEIR lifestyle
"This master bedroom gets morning light. You mentioned you love coffee at sunrise. Imagine your morning ritual here. [Pause - let them imagine]. The home office overlooks the backyard—you can watch your kids while you work. That's not just a feature—that's freedom."
Psychology:
Don't list features. Tell stories. Make them see THEIR LIFE in the property. Emotional involvement = stronger commitment.
PHASE 4: HANDLE OBJECTIONS (5 minutes) - Turn No → Yes
When they say: "I need to think about it"
You say: "That's smart. Most buyers think about it. Quick question: Of everything you saw today, what specifically are you thinking about? Is it the price? The location? Or something else?"
Why it works: You're not pushing—you're understanding. Once you know the REAL objection, you can address it.
PHASE 5: CLOSE WITH SCARCITY (2 minutes) - Create Urgency
Goal: Move from "I like it" to "Let's do it"
"I want to be direct: We have 2 other qualified offers coming in this week. Interest rates might move. Inventory is tightening. If this feels right to you—and I think it does—we should move your offer in the next 48 hours. Can we get that started today?"
Psychology:
Scarcity + Urgency + Social Proof = Faster decision. This isn't aggressive—it's honest about market realities.
| ✓ DO THIS | ✗ DON'T DO THIS |
|---|---|
| Ask questions first, pitch second | Launch into features immediately |
| Let them imagine their life in the home | Rattle off square footage and specs |
| Use data to support emotion | Use data without emotion |
| Address objections head-on | Avoid or dismiss concerns |
| Create urgency with facts (competing offers, rate changes) | Create fake urgency or pressure |
| Follow your decision framework 80-100-60-40 | Skip qualification steps because you "like" them |
| Give value (comps, market data) before asking for commitment | Keep information hidden to "move fast" |
| Let silence work (pause after close) | Fill silence with nervous talking |
| Listen 70%, talk 30% | Monologue about the property |
| Show them you've worked with buyers like them (social proof) | Make them feel like they're your first real client |
Script 1: The Assumptive Close (Assume they'll buy)
You're not asking IF—you're asking WHEN. Psychology: Assumes yes = more likely to be yes.
Script 2: The Urgency Close (Loss aversion)
Reframes cost from "buying" to "not losing." More powerful than any positive benefit.
Script 3: The Social Proof Close (Authority + Proof)
Shows consequences of hesitation + success of action. Humans learn from others' stories.
Script 4: The Ethical Dark Psychology Close (Best of both)
Direct, honest, combines authority + urgency + emotion. Ethical but powerful.
Master the authority framework, dark psychology for B2B, enterprise negotiation tactics, and C-level presentation mastery. Your close rate with real estate companies will multiply.
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