How do I get past gatekeepers to reach decision-makers?

The most effective approaches include: 1) Befriending the gatekeeper rather than trying to bypass them, 2) Calling early or late when the decision-maker might answer directly, 3) Using multiple contact channels simultaneously, 4) Leveraging referrals and warm introductions, and 5) Providing specific, legitimate business reasons for your call that the gatekeeper can understand.

What's the ideal number of touchpoints before giving up on a decision-maker?

Research suggests that 8-12 touchpoints across multiple channels provide the optimal balance. Most salespeople give up too soon (after 2-3 attempts), while decision-makers often don't respond until the 6th or 7th contact. However, these should be value-adding touchpoints, not just repetitive follow-ups asking for a meeting.

Should I focus on reaching the CEO or other C-suite executives?

It depends on your solution and the company size. For enterprise companies, the CEO rarely makes purchasing decisions except for strategic initiatives. You're often better targeting the specific functional leader (CTO, CMO, CFO) whose department will use your solution. In smaller companies, the CEO may be directly involved in more purchasing decisions.

How can I tell if I'm reaching the right decision-maker?

Ask qualifying questions like: 'Who else is typically involved in decisions like this?', 'How have similar purchasing decisions been made in the past?', and 'What would the approval process look like if you decided to move forward?' Their answers will reveal whether they have decision-making authority or if you need to expand your contacts within the organization.

How to Find and Connect with Decision-Makers in Target Companies

Frequently Asked Questions

Comments (2)

Rebecca Taylor

February 11, 2024

This is gold! The section on mapping the Decision-Making Unit was particularly helpful. We've been focusing too much on just the economic buyer and missing the influence of technical buyers in our sales process.

Daniel Brown

February 12, 2024

Great article. I'd add that timing is crucial too. We've had success reaching out to decision-makers during specific trigger events like funding announcements, leadership changes, or after quarterly earnings calls when they're more open to new solutions.