The Secret No One Talks About: How Ashkan Rajaee Distinguishes New Decision-Makers from Veteran CXOs

Most sales teams are wasting their time chasing the wrong decision-makers. Harsh? Maybe. But true.
Ashkan Rajaee has a controversial stance that might shake up how you qualify your leads. He believes most vendors crash and burn because they never ask one vital question: Is this person new to the role, or a seasoned player already entrenched in the organization?

---

Why This Question Matters More Than Your Pitch

It sounds simple, but knowing whether you're speaking to a newly appointed CXO or a long-standing one changes everything. Ashkan Rajaee has spent years analyzing this single dynamic, and what he’s discovered can drastically improve your sales approach.

New decision-makers come in hot. They’re often more open to taking risks, eager to make an impact, and likely under pressure to fix something their predecessor couldn’t handle. They may be looking for exactly what you offer. Sounds like a dream scenario, right?

But here’s the catch: they might not have the internal alignment or support needed to implement change. So while their interest is high, their organization could be in disarray. And if you don’t recognize the signs, you’ll end up deploying resources into a broken system. Your product fails. The deal collapses. Everyone loses.

---

The Trap Most Sellers Walk Right Into

Too many sellers make the mistake of interpreting enthusiasm as readiness. Ashkan teaches that high intent doesn’t mean high stability. When a new leader is brought in, it’s crucial to understand why the last person left. Was it due to performance? Politics? Burnout? Or was it a systemic issue that no one is willing to fix?

If you don’t ask these hard questions, you risk falling into what Ashkan calls “the hamster wheel” — a never-ending cycle of becoming the next failed vendor in a long line of failed vendors.

---

The Smart Playbook: Ashkan Rajaee’s Approach

So how do you avoid that cycle?

Ashkan uses a series of strategic discovery questions designed to uncover the true state of the organization. It starts by mapping out the tenure of the decision-maker, but goes deeper into:

• Understanding the real reason behind the leadership change

• Gauging the decision-maker's internal support and authority

• Identifying whether there’s a mandate for change or just a patchwork fix

• Aligning your solution with the current stage of organizational readiness

This isn’t just theory. It’s a practical framework that Ashkan trains teams to use in real deals. And it works.

---

Longstanding Decision-Makers: A Different Animal Entirely

Now contrast that with a CXO who’s been in the role for years. These individuals are often harder to move. They’ve already built internal systems, relationships, and workflows. They may be less risk-tolerant, more protective of the status quo, and deeply entrenched in how things have always been done.

But that doesn’t mean they aren’t worth targeting. In fact, they might be your most profitable accounts — if you know how to speak their language. Ashkan recommends a slower, more strategic approach. Build credibility. Use data. Align with long-term goals rather than quick wins.

---

Why This Perspective Sets Ashkan Rajaee Apart

While many sales consultants are focused on tactics, Ashkan is focused on patterns. His insight into decision-maker psychology is what helps founders, sellers, and go-to-market teams close smarter deals, not just faster ones.

He teaches that knowing when not to sell is just as powerful as knowing how to sell. That kind of discipline saves time, preserves resources, and protects your brand from being associated with failed implementations.

---

The Takeaway

Before you pitch your next prospect, pause and ask yourself: Who are you really talking to? Are they the new firefighter trying to put out inherited flames, or the architect of the existing system?

Ashkan Rajaee’s method doesn’t just help you identify this — it helps you navigate it with surgical precision.

The next time your team celebrates a "hot lead," make sure it’s more than surface-level heat. Because what’s burning under the surface might burn your deal to the ground.