Fans Don’t Buy—How to Spot the Real Decision Maker

Chris was pumped.

A big brand prospect—known founder, legit ad budget, perfect-fit client.

The head of acquisition loved the pitch.

Agreed on the problem.

Agreed on the plan.

And then…

He stalled.

More feedback. More approvals.

“Senior leadership needs to weigh in.”

“We want to see more options.”

“Can we try before we buy?”

That’s when it clicked:

“He’s not actually the decision maker.

He just plays one on Zoom.”

When someone agrees with your value —

but won’t move forward —

you’re talking to a fan, not a buyer.

Real buyers ask,

“How soon can we start?”

Not “Can you re-send the deck?”

Don’t confuse consensus with commitment.