Page 102 - Writing Winning Business Proposals

Analyzing the Buyers 93

A ratifier doesn’t exist in all selling situations, and when one does, the rati-
fier isn’t an official member of the selection committee. The ratifier is, however,
consulted by the economic buyer to approve or bless the selection committee’s deci-
sion. In the ABC situation, for example, there might be a ratifier at Consolidated,
an individual from whom Ray Armstrong normally would seek approval before
selecting a consulting firm. Even if Paramount Consulting were ranked highest
by ABC, Armstrong might want to have that choice blessed by the ratifier. And
the ratifier could say no—because she has a poor opinion of Paramount, because
she has a better opinion of one of the other competitors, or simply because she
wants to play it safe by going with a higher-profile or better-known firm. If the
ratifier refuses to bless ABC’s decision, the selection committee very well may
have to continue its deliberations.
In the role of blessing the recommendation of the economic buyer, the ratifier
wants to be certain that the proposed project (and the proposers themselves) meets
the ratifier’s broader political and/or personal objectives and desires. As such, the
ratifier is most concerned about the potential cultural or environmental conflicts
within the organization. He or she wants to know, as Figure 6.5 shows, whether the
project or proposers will cause conflicts with colleagues, with the organization’s cul-
ture and constituencies, or with other projects then being or soon to be undertaken.

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