How many times have you built great rapport with a contact, only to find out they’re not the one calling the shots? It’s frustrating to realize you’ve invested time and energy only to learn you’re pitching to someone who doesn’t have any decision-making power. In many cases, decision-makers are C-level executives, and depending on the size of the company, you may need to involve numerous people to get the “yes” you’re after.

That’s why Cognism’s Joe Barron says learning how to identify decision-makers is such an important skill. When you can quickly uncover the people who can say “yes,” you avoid dead ends and build stronger connections with the right people. What are the best ways to find these decision-makers? We share some of Barron’s top tips in this issue of PromoPro Daily.

  1. Research the company’s website. This is a quick and accurate way to find information about decision-makers. Go beyond just the “About Us” page and browse the leadership team and press releases. Some companies also list department directories, which can give you direct insight into the decision-makers you want to reach.

  2. Use LinkedIn. Start by searching the company’s page, then look at the “People” tab to filter employees by title, department or location. Pay attention to job titles like “director” or “VP,” as they’re often the ones with purchasing power. You can also check recent activity or posts to see who’s actively engaging on behalf of the company. A thoughtful connection request or personalized message can go a long way toward opening the right doors.

  3. Track job changes. Barron says pay attention to when a company appoints a new executive. This means you can start building relationships with them and get in front of your competitors. He says that, on average, new executives decide where to spend 70% of their budget within their first 100 days. So, the sooner your reps get them on a cold call, the better.

  4. Use intent data. With intent data, Barron says you can identify which prospects are actively researching your products or services or those of a competitor. These insights allow your sales team to call those people and qualify them. And when you use intent data and buying signals together, he says your team will know exactly who is ready to buy and when to reach out.

  5. Enrich your prospect list. After you put together your initial list of decision-makers within a company, Barron recommends spending time on lead enrichment. This involves filling in the gaps, like finding direct phone numbers and updated email addresses. The purpose is to make your prospect list more reliable so you don’t reach out to the wrong people or use outdated information.  

Rather than trying to cast a wider net, aim to be more precise with your outreach. Pay attention to job changes and company news. Just an hour of research can save you from hours of wasted energy and resources and get you in front of decision-makers faster.

Compiled by Audrey Sellers
Source: Joe Barron is the senior content manager at Cognism.