Identifying the decision maker in 2024 requires a strategic approach that leverages technology and thorough research. Start by analyzing the organizational structure of the target company, which can often be found on their website or through platforms like LinkedIn. Look for titles such as CEO, COO, VP, or department heads that align with your product or service. Utilize social media and networking sites to engage with potential decision makers and understand their roles and responsibilities. Additionally, employ tools like customer relationship management (CRM) systems and data analytics to track interactions and gather insights about key stakeholders. Conducting informational interviews or asking existing contacts for introductions can also provide valuable insights into who ultimately makes purchasing decisions. By combining these methods, you can effectively pinpoint the right individuals to approach for your sales efforts.
What is a decision maker?
A decision-maker is an individual responsible for making important strategic choices within an organization. They possess the authority and skills to assess available options, evaluate the potential consequences, and make decisions that align with the organization’s goals and objectives. Their role is critical in guiding the direction and success of the business.
Who Make the Decisions in a Company?
In any company, the decision maker is the individual who ultimately determines whether to invest in your proposal. Typically holding a top management title, they have the authority to make financial commitments without needing approval from others. Presenting to the decision maker is crucial in B2B sales, as they are the only ones who can truly say "yes," while others may only have the authority to say "no." Engaging with someone who is not the decision maker, such as an administrative assistant, can be frustrating for sales agents, as it often leads to wasted time.
Understanding who the decision maker is allows you to tailor your presentation accordingly. For example, a finance executive might prioritize cost-cutting, while a marketing director may focus on revenue growth. Additionally, it's important to recognize that multiple decision makers may be involved in a single purchase, making it vital to identify and engage all relevant stakeholders.
9 Approaches for Identifying Decision Makers in 2024
You now understand what a decision maker is, but how can you locate one? If you don't know where to begin, you run the risk of wasting time prospecting rather than presenting. As a result, there is one place you should always begin:
1. LinkedIn
Professionals today employ a variety of tools and platforms. However, LinkedIn is the gold standard. It is known as the world's "business hub." If Facebook is the social network for friends and family, LinkedIn is the social network for business-to-business transactions.
There are two basic approaches to using LinkedIn to find decision-makers:
Use Your Connections - If you already have a connection with the decision maker on LI, all you need to do is send them a message. If you are connected with someone in another department of the same organization, you might ask them who the decision maker is.
Look for Titles - If the above strategy fails, you can search the company on LI for specific job titles that tend to be decision-makers. You'll most likely find the right person, or at least narrow your search.
2. Make a Phone Call
It may sound archaic, but calling the decision-maker is sometimes the best option. The person who answers the phone will gladly advise you who you should contact.
3. Conferences and events
Attending business events and conferences might help you find key decision makers. These events allow you to meet individuals in person and network with the right people in your business. Furthermore, if you attend these events on a regular basis, you will begin to develop long-term relationships with key decision makers, which could be a useful asset in the future.
4. Cold emailing and cold calling
You can't always identify who makes the decisions based on their job titles. For example, the individual with ultimate decision-making authority isn't always the CEO. If you can't reach them through other routes, try cold emailing/calling the company and asking them personally. This could also be a smart alternative for tiny businesses with limited web information.
5. Blogs/Newsletters
Reading industry blogs and newsletters might help you identify decision makers. Experts are frequently portrayed as key decision makers, providing insight into their methods and experiences.
6. Knocking on the door
You can also go to businesses in person to find what you're looking for. Although this may take more time, it has the potential to be quite powerful if done correctly. Instead of asking the receptionist broad questions, ask who the best person to speak with for your needs is. You'll have direct access to the decision maker and save time looking for them this way.
7. Professionals/Experts
Professionals and specialists in your field can also help you identify decision makers. Consultants, lawyers, and accountants frequently have direct access to important decision makers in the firms for which they work. So look for professionals who work for companies in your chosen industry and contact them for assistance in selecting the ideal candidate.
8. Decision-Making Groups
A purchasing decision at the B2B level frequently involves more than one decision maker. This is especially true if your product will need to be implemented across multiple departments.
Furthermore, for morale reasons, decision-makers with ultimate purchase approval may prefer to involve others as decision-makers. Few account executives want to risk introducing a new tool or policy that irritates their personnel.
Companies may even have a policy requiring committee approval for particular purchases, such as those affecting critical business systems or exceeding a predetermined monetary amount.
When there are several decision-makers, as in the examples above, it might be difficult for the seller. You may obtain a commitment from one of the decision-makers just to have someone else say no.
9. Influencers
You should also be aware of company influencers. These persons lack the authority to make decisions. They do, however, influence the decision maker with their comments.
Influencers such as secretaries (sometimes known as "gatekeepers") might boost or decrease the salesperson's chances of presenting to the decision maker in the first place.
Why Are Job Titles Insufficient?
Job titles are a great heuristic — or shortcut — for locating decision makers. Consider the fact that your prospects are often CEOs. Attempting to get an appointment with the CEO is usually the best course of action.
However, don't use job titles as your sole prospecting metric. Searching solely for job titles results in missed opportunities. You may end up ignoring organizations that do not have that specific job listed. Alternatively, you could contact someone with the ostensibly correct title only to realize that they are not the decision maker.
Other Methods for Identifying Decision Makers
What other information can you use to identify decision makers if job titles aren't the be-all and end-all? The following information can help you determine who you should recruit for:
Organizational Structure - What is the company's hierarchy? Is it a flat organization that makes decisions collaboratively? Or are the majority of decisions made by a small group of people?
Company Size - A large corporation with 1,000 or more employees has more decision makers. A startup with 20 people is likely to have only one or two.
Different industry standards and laws can influence who the normal decision makers are.
Questions to Ask to Find the Decision Maker
If you believe you have the decision maker on the phone, you must confirm it. Otherwise, you risk having to present to new decision-makers. Here are some qualifying questions to ask to identify every decision maker involved in the purchase:
Who else is a part of this decision?
Who will be the product's end user?
Which criteria do the other decision makers use to assess the purchase?
What was your most recent purchase in this category? What did you find appealing about it? What didn't you like about it?
What is the typical buying process for this type of product?
Who else will be engaged in this decision, besides you?
Customers, in my experience, frequently bring in (job title) to weigh in on this decision. Is that the case in this instance?
What other departments, except (x), will use or benefit from the product?
What must occur in order for this purchase to be fully approved?
Who else should I show this solution to if they have a say in the ultimate purchase?
I want to make certain that all parties are properly informed. What are the names of the others who will have a say in this decision?
I need everyone involved in the decision to be on the phone for my presentation. As a result, there will be no confusion about the product and what it does. Who else could it be?
In my experience, (job title) always wants to have a voice when purchasing a product like this. Do you think we should consult with them before making a decision
Implementing solutions like these can be difficult. Let's make sure everything runs as smoothly as possible. Who else should we enlist to make sure this happens?
Are you the sole decision-maker, or are you part of a committee?
What part do you play in approving this decision?
How can I assist you in communicating this to your other stakeholders?
Last Thoughts
You can't make a sale until your proposal reaches a company's decision maker. However, in B2B, finding the decision maker necessitates strategic planning and probing inquiries. So, make sure you use the techniques above to cut down on prospecting time and streamline your overall sales process.
We hope that helps!