Tips For Identifying Key Decision-Makers

The right target, matched with the right message, can bring sales success say these Twin Cities professionals.

By Barbara K. Mednick, Star Tribune Sales and Marketing

Last update: January 3, 2007 - 9:26 AM

When it comes to identifying key decision-makers, time is of the essence.

"Identifying key decision-makers early in the sales cycle improves the probability of success because more doors open when the seller is introduced to the key decision-maker," says Dave Barczak, president, Global Tier in Minneapolis. "During a recent sale, we had the backing of the president of a multi-million dollar equipment manufacturer, which enabled us to close the sale in less than four months versus the usual six months."

Identifying Decision-Makers

Marlys Tamte, president, The Prosper Group in Minneapolis, believes the right target matched with the right message and approach brings success. "If any of the elements are out of sync, the process isn't maximized," she says.

"The Internet and other public information sources make it easy to identify key company personnel, but the primary challenge is getting access to the key decision-makers," says Barczak. "

Double-Edged Sword

Workplace technology is a double-edged sword. While caller ID, voice mail and e-mail can improve productivity, they can also make it more difficult to establish direct contact with the key decision-makers.

"E-mail addresses are usually cryptic and protected, and many executives rarely answer their own phone," says Barczak. "These days, traditional mass sales letters are rarely effective with key decision-makers." Tamte has a different perspective. "The toughest challenge is to understand how purchasing decisions are made in different industries and companies. These days, the trend is to involve the procurement department, and in larger purchasing decisions, the CFO. However, C-level executives may bypass purchasing guidelines altogether when seeking a critical service," observes Tamte.

Successful Strategies

Considering these challenges, what success strategies are effective in identifying key decision-makers?

"Use your network for introductions to current or former employees, suppliers or customers of the targeted company. Information gained through primary research will reveal the true decision-makers and differentiate you from your competition, who may only read the website. Also, leverage your network and existing customer base for referrals," says Barczak. "If you want to learn more about this approach, check out the book titled 'Beyond Selling Value.'"

Study Business Patterns

Tamte recommends finding out how many similar but non-competitive products or services are sold to target companies and who makes the buying decisions for those purchases. "Create a profile of the customers with whom you've had the most success. Identify the qualities they have in common such as the business model, whether they use Six Sigma, and how they make purchasing decisions. Look for patterns and then find other companies that fit the profile that you've developed. If they follow the same pattern as your profile, it's likely that their purchasing decisions might be made the same way, too."

Other success strategies from Barczak include reading industry trade publications of your prospects and attending trade shows and registering for the sessions. "You'll quickly learn who is interested in what and it's easier to introduce yourself to buyers when they're away from the piranhas on the exhibition floor."

Barbara K. Mednick is a Twin Cities marketing PR/communications consultant and freelance writer.

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