Sales success isn’t just about getting your message out—it’s about getting it to the right people, the decision makers. Sending off-target emails to the wrong contacts doesn’t just waste time; it can hurt your brand’s credibility and result in lost opportunities.
In contrast, when your outreach connects with actual decision-makers, you’ll see higher response rates, better engagement, and a more efficient sales process. So, how do you ensure your sales efforts reach the right people? It starts with understanding how buying decisions are made, identifying key stakeholders, and refining your targeting strategy.
Target the Right Decision-Makers: Understand the Buying Process
Every company has its own unique decision-making structure. Some have a multi-layered approval process, while others allow department heads to make direct purchasing decisions.
Knowing how a company evaluates and selects solutions can help you tailor your outreach effectively. Consider these common structures:
- Centralized Decision-Making: A C-level executive makes the final call, often relying on department heads to provide recommendations.
- Collaborative Buying Committees: Multiple stakeholders, from end-users to leadership, weigh in on purchasing decisions.
- Layered Approval Chains: Junior employees or analysts conduct initial research and pass recommendations up the chain.
Pro Tip: When prospecting, don’t overlook influencers in the buying process. Even if they aren’t the final decision-maker, they can be key allies in moving your solution forward.
Define Your Ideal Customer Profile (ICP)
You can’t connect with the right decision-makers without first defining who your ideal customers are. A well-developed Ideal Customer Profile (ICP) ensures your sales team focuses on businesses and individuals who are most likely to convert.
Your ICP should include:
- Industry and business type
- Company size and revenue range
- Job titles of decision-makers and key influencers
- Common pain points and challenges
- Budget and typical buying behaviors
Pro Tip: The more detailed your ICP, the easier it becomes to segment your outreach and tailor your messaging to resonate with your target audience.
Identify Key Decision-Makers by Role
Decision-makers vary by company size, industry, and purchasing structure. Knowing who holds the power to approve a purchase is crucial.
- C-Suite Executives – Often make final budget decisions for enterprise-level sales.
- Department Heads – IT, marketing, HR, and finance leaders drive decisions within their specific domains.
- Procurement Teams – Handle vendor selection and negotiate contracts.
- End-Users – While they may not approve the purchase, their influence can drive adoption within the company.
Example: If you’re selling cybersecurity solutions, your primary decision-makers will likely be CIOs, CISOs, or IT directors. But you’ll also want to engage security analysts or system administrators, since they will use the product daily and influence decision-making.
Pro Tip: Balance your outreach between decision-makers and influencers. Engaging end-users can create internal champions who advocate for your solution.
Improve Sales Success by Targeting the Right People
Reaching the right decision-makers isn’t always simple, but a strategic, data-driven approach can increase your success rates.
- Understand how each company makes purchasing decisions
- Develop a precise ICP to ensure you’re focusing on the right businesses
- Identify the key roles involved in decision-making and tailor your outreach accordingly
- Engage both decision-makers and influencers to build consensus
At Volkart May, we specialize in helping businesses connect with hard-to-reach decision-makers and generate high-quality, sales-ready leads. Need help reaching the right people? Contact us today and let’s build a strategy to drive more sales.