How To Find Todays Real Decision Maker

Reaching the Decision Maker.  A message focused on your customer and recognizing the diffusion of decision-making power are key. [Redmond Channel Partner, Scott Bekker]

A huge challenge faced by industrial business to business marketers today is reaching real decision makers, not only communicating with them directly but working with their unique decision making process.  It seems every office is different.

Even worse technology is used to block access to key executives, committees distribute decision making now creating multiple layers of presentation for the complex sale.  Communications have become less personal too.

If what used to work doesn't anymore, what can be done to identify decision makers and reach them more effectively?

Brian Carroll points out how finding the decision maker is more a two-part task.  One part is finding the particular individual, the second is reaching them.  Regular readers will already know what's suggested next ... it's designing communications around the buyers interest.

One of the reasons I want to point out Brian's contribution here is because he's the author of the upcoming "Lead Generation For The Complex Sale" (available from McGraw Hill.)

This book project is something I've known about for a while, and from talking with Brian in the past I believe it's going to be a useful resource.  He was interviewed for the article referenced here ... if you're not already reading his blog on business to business lead generation, I recommend that too.

Take the two step approach in finding and reaching today's real decision maker.  First identify the true decision maker (which includes having a clear understanding of how your buyers makes decisions around your product or service) then craft a message so relevant it is pull right through communications barriers.

For some unique ideas on lead generation I encourage you to request the course "17 Easy Ways To Generate Leads And Get More Customers" and also get a copy of "Lead Generation For The Complex Sale" when it's available.