In Sweden, Brits are known for their politeness, their love of understatement, and their knack for diplomacy. For an egalitarian-minded Swede, understanding how decisions are really made in the Land of Hope and Glory is not always straightforward.
What can be especially confusing for those used to Valhalla-style consensus-seeking meetings, where everyone has a say, is a business culture that is much more hierarchical. And there is a hidden order of things that is not always clear from the outset.
In the UK, even if stakeholders in the Decision-Making Unit (DMU) are consulted, it is usually only one or two individuals who drive the decision forward, with an executive sponsor making the final call on which company goes forward.
HOW TO SPOT THE EXECUTIVE SPONSOR
Clue 1: In whose interest is it?
Try to establish who benefits the most professionally if the project succeeds.
Clue 2: Follow the money
Usually, the person responsible for funding the investment holds significant decision-making power. The challenge is that they may not be involved in vendor meetings but still have considerable influence over the final decision.
Clue 3: Find the internal champion
Try to identify who is driving the project forward and coordinating other stakeholders. This can be a strong indication that the person holds significant influence in the decision-making process.
Clue 4: Observe who has the most influence
The person asking the strategic questions in meetings is often likely to have considerable interest and clout when it comes to decision making. Look out for questions around business impact, strategic fit, and long-term value. These can be clues that this person may be the real decision maker. Others may defer to their opinion before decisions move forward.
Clue 5: Mind the gatekeepers
There are stakeholders who may not be part of the senior team but who still wield significant influence over who wins the contract. Gatekeepers can often determine which vendors are even considered in the first place. Examples include executive assistants who control diaries and filter information to their boss. Procurement staff can also have significant influence over who reaches the decision maker.
Within privately owned SMEs, gatekeepers can have substantial informal power that is not reflected in a formal job title. Their instinct and judgement about whether they want to work with you can tip the balance.
Good reads:
Guide to Cross-Cultural Communication by Sana Reynolds & Deborah Valentine
This article is written by Christina Brattwall and first appeared on Kaliber Marketing & Communications Substack