Finding the Real Decision Maker

Reaching decision makers is actually a three-part task. One part is finding them, another is reaching them, last but not least, is creating relationships based on mutual respect.

The temptation to rush out and buy a database of names to call can be overwhelming, but the first step is to turn the focus on yourself. The biggest treasure trove of information on the kind of decision makers who will actually want to buy your services or products is probably in your database of information.

Make a list of your top 10 target prospects or the prospects in your current pipeline. Get together with your network and start making inquires about who, what, where, etc. Rank your prospects in order of revenue, profitability and ease of doing business, which is especially important. Determine who should be involved, who was involved in past buying processes? Determine what you can offer them not only from a business standpoint but also personally. When I say personally I mean, what can you offer to help your target decision makers:

Sleep better at night-Have more security-Personally make more money-Create more free time-Get promoted- The list can be endless but you have to be able to put yourself in the decision makers shoes from a personal standpoint, not just be able to state your marketing value proposition.

You need a broad understanding of the way things have changed within corporate America -- and that some of the sales wisdom from the old days doesn't hold up in today's business environments. Reaching decision makers is different now from the old days.

Many would say committee-based decisions are much more common now. This makes sales easier in some ways, and harder in others. It's harder to figure out who to talk to because there's not always one person with all the power. On the other hand, it can be easier to instigate a productive conversation, because there might be a dozen people who can influence your sale. That also means sales are more complicated. You can't just convince one person. Your relationship with the decision maker has to be one of mutual respect.

It is important to understand your prospects process for evaluations.
* How are decisions made at the company?
* Do they have a specific process and is a committee that's involved?
* Is there an outside consultant involved? Do they have a bias?
* What departments and people are on the committee?
* Who has the title and who has the tenure?

Next, get down to specifics at your prospect's organization. There's something else that's different from 20 years ago: you've got the Internet as a research assistant. The Web is a great way to go deep into a company, finding as many contacts as you can. There is no need to call up and request an annual report, it's just a few mouse clicks away.

If that doesn't offer you enough of the information you need and want, research other organizations that have done business with your prospect. Call the sales people that have already sold to the company and ask them questions. While you are finding out valuable information about your prospect, you are also building your network. Soon you will understand how decisions are made for every prospect you have, know who is typically the ultimate decision maker and hopefully what their professional and personal pains might be.

Now when you call on them you will be able to differentiate yourself from all the other sales people trying to sell them something. You will be armed with prospect knowledge, not just product knowledge. This is your first step in creating a relationship based on mutual respect and to be viewed as a trusted advisor to the real decision maker.