There’s nothing more essential in B2B sales than reaching the right person. Even if you have a top-producing sales team, it won’t matter unless they’re able to talk to a decision-maker — someone who holds buying power over the sale you’re pitching.
Companies that excel at the sales process are the ones that can get in front of the right individual who calls the shots and has the authority to commit to an offer.
Most B2B organizations know this, yet few have the tools to map out and identify who the key decision-makers are.
We’ll share some proven methods that help make reaching decision-makers easier so you can focus your efforts on closing more business. Let’s get into it.
1. Know who to look for
Start by identifying what decision-makers across your target companies have in common. You can do this by creating decision-maker personas (DMPs) for your ideal leads. Take the data you already know about your current clients (like their industry classification and title) and make a comprehensive list of their similarities.
Look for common threads between these DMPs and design a blueprint around what your typical targets look like. The more accurate the decision-maker persona, the more successful you will become at identifying who on your prospect list likely holds the buying power.
2. Do preliminary research
You’re not the only one vying for attention, and prospects are good at putting up walls to evade irrelevant outreach from salespeople who haven’t properly curated their lead lists.
In addition to making sure a contact fits your ideal DMP, learn all you can about their organization, like company size and revenue. Then impress them with your research from the very first interaction.
3. Find advocates within an organization
Your advocates are the professionals tasked with finding practical solutions to present to C-level executives and other decision-makers.
Likely candidates are assistants, department heads, or senior managers within an organization. They can determine if your product would benefit the company, which gives you an opportunity to make them an advocate for your services.
Though limited in purchasing power, these people can make a strong case to CEOs and founders who make key decisions on behalf of the business.
4. Use channels that influence the process
Find out which channels your ideal decision-maker persona prefers.
Offline events like industry conferences and business meetups work well, especially if you can become a speaker or sponsor one of them.
Stay abreast of shifting roles, new hires, mergers, acquisitions, and even IPOS—without having to dig for the information on LinkedIn.
Subscribing to industry newsletters to learn of trending developments will also give you a competitive edge.
6. Tailor messages and keep them short
Craft a winning pitch that matches the goals and interests of key decision-makers and advocates, with an emphasis on your product’s unique value proposition. And don’t forget to keep it short, but dynamic.
7. Use direct lines of communication
Find direct-dial phone numbers and get ahead of the game when cold calling.
Having a conversation with a VP is 147% more likely to happen if you phone a direct line. Get past gatekeepers and increase the flexibility of calling windows.
8. Reach decision-makers faster with a B2B prospecting tool
BizLeads, an industry-approved online prospecting tool, provides the resources you need to get straight to a decision-maker’s direct dial or inbox faster.
Because the platform is powered by American City Business Journals, BizLeads subscribers get access to industry intelligence, including private company data and self-reported, accurate information on 30 million companies and 80 million business professionals nationwide—that’s the most first-party data provided by any prospecting platform currently on the market.
Using its intuitive, 14+ search filters, you can search BizLeads in seconds to create and download targeted lead lists based on job title and seniority, as well as other information like company size and yearly revenue.
Oh! And when we say contact information, we mean direct decision-maker emails, phone numbers, and LinkedIn profiles, all regularly validated and refreshed by ACBJ.
Schedule a 15-minute BizLeads Demo and start discovering your ideal prospects today.