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How To Identify Decision Makers In A Company For Your Sales

Struggling to find decision makers of the company for your sales? Our comprehensive article shows you how to identify and connect with key decision makers to improve your sales strategy.
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Published on
June 25, 2024

Who Are Decision Makers?

Who Are Decision Makers?
Who Are Decision Makers?

Decision makers are the people in a company who have the access to make strategically important decisions and choices. In addition to decision makers, it's important to consider the end user, who will actually use the product or service daily.

Importance of Identifying Decision Makers

Finding the right decision maker is crucial for your business development and sales. Here’s why:

Efficiency: Directly contacting decision makers saves time. For example, if you’re selling a new software solution, speaking with the Chief Information Officer (CIO) or decision maker is more effective and save time than discussing it with a junior IT employee who cannot approve the purchase.

Additionally, understanding the organization and end user’s needs and concerns can help tailor your product to be more end user--friendly and practical.

Better Sales Strategy: Understanding who makes decisions allows you to tailor your sales pitch to their specific interests and concerns. If your product can save money, emphasize this when talking to financial and business decision makers first.

Increased Success Rate: Engaging with the right person increases the likelihood of closing a sale. Research shows that salespeople who identify decision makers early in the sales process, are 50% more likely to succeed.

10 Methods to Identify Decision Makers To Increase Your Sales

10 Methods to Identify Decision Makers To Increase Your Sales
10 Methods to Identify Decision Makers To Increase Your Sales

1. Leverage LinkedIn Sales Navigator

LinkedIn Sales Navigator is a powerful tool to find decision makers.

  • Use LinkedIn to Find Decision Makers: Search for job titles like "CEO," "Co-Founders," "Head of Marketing." Also check for phone numbers if provided.
  • Identify Key Decision Makers on LinkedIn: Look at mutual connections and company pages to spot decision makers.

2. Mapping the Organization

Understanding the structure of a company helps you identify decision makers.

  • Understand Job Titles and Their Roles: Different titles have different levels of decision-making power. Know who holds the key roles.
  • Identify Key Stakeholders and Their Influence: Stakeholders involved in the decision-making process can provide valuable insights.

Mapping employees within the organization helps in understanding the buying process of employees and identifying the key decision makers and employees involved.

3. Attend Events and Conferences

Events and conferences are great places to meet other decision makers too.

  • Use Networking to Find Decision Makers: Introduce yourself and your product to potential decision makers.
  • Engage with Executive Assistants and Key Stakeholders: Executive assistants often manage the schedules of decision makers. Building relationships with them can help you secure meetings.

4. Utilize Job Titles and Descriptions

Knowing job titles helps you target the right people.

  • Research Job Titles to Identify Decision Makers: Look at the company's website or LinkedIn page to see who holds key positions.
  • Create Accurate Decision Maker Persona: Develop profiles that describe the decision maker’s role, challenges, and needs. This helps tailor your approach effectively.

5. Cold Emailing and Calling Techniques

Reaching out directly can be very effective.

  • Craft Effective Cold Emails to Reach Decision Makers: Write clear and concise emails that explain why your product or service is valuable.
  • Use Qualifying Questions to Identify the Right Person: Ask questions to confirm if you are speaking to the right person. For example, “Are you responsible for making purchasing decisions?”

7. Leverage Company Resources

Company resources can provide valuable information.

  • Use Company Websites and Publications to Find Decision Makers: Many companies list their leadership team on their website. Annual reports and press releases also provide useful information.
  • Research Financial and Purchasing Decisions: Understanding past purchasing decisions can give insights into who the decision makers are.

8. Use CRM and Sales Tools

Sales tools can streamline the buying and selling process because of identifying decision makers. Sales tools can streamline the buying process by helping you identify decision makers more efficiently.

  • Use CRM Data to Identify Decision Makers: Customer Relationship Management (CRM) systems store valuable contact information and role descriptions.
  • Leverage Sales Tools for Better Insights: Tools like Salesforce and HubSpot help track interactions and identify decision makers efficiently.

9. Build Relationships within the Company

Relationships are key to sales success.

  • Identify and Engage with Key Decision Makers: Building relationships takes time but is worth the effort. Regularly engage with decision makers to build trust.
  • Establish Connections with the Right Prospects: Ensure you are connecting with people who have the authority to make decisions.

Building relationships within the company is crucial for understanding and navigating the buying process.

10. Tailor Your Sales Pitch

A tailored pitch can make a big difference. When tailoring your pitch, consider the end user's daily workflow and how your product can improve their experience.

  • Present the Perfect Pitch to Decision Makers: Focus on the benefits that matter most to the decision maker. If they care about cost, highlight how your product saves money.
  • Address Concerns and Objections Effectively: Be prepared to answer any questions or concerns they might have. Showing that you understand their needs builds trust.

Enhance The Decision-Making Process For Your Sales

Typical Purchasing Process in Companies

Typical Purchasing Process in Companies
Typical Purchasing Process in Companies

The typical purchasing, buying power, and selling process for buying power used in companies follows several common steps:

  1. Identify Needs: The company recognizes a need, such as new office supplies or a better software solution.
  2. Research Options: They look into different products and compare them.
  3. Identify Decision Makers: The people with the authority to make the final choice are identified. These key decision makers could be managers, department heads, or even the CEO, depending on specialized role and the company size.
  4. Evaluate Options: Decision makers review the options based on cost, quality, and vendor reliability.
  5. Make the Purchasing Decision: The best option is selected, and the purchase is made.

Understanding these steps helps you target the right people at the right time in your sales process. Enhancing the purchasing decision-making process involves understanding and optimizing the buying process.

Influence the Decision-Making Process

Influencing the Decision-Making Process
Influence the Decision-Making Process

To succeed in sales, you need to influence the business decision makers call-making process effectively. Facilitating open communication between business decision makers and end users can help address any conflicts and find a middle ground:

Build Relationships: Connect with the decision makers. Show how your product or service meets their needs.

Use Data: Provide statistics, research, case studies, or testimonials to support your claims.

Understand Decision Makers: Know who the key decision makers are and what they care about. For example, the IT manager might focus on technical features, while the finance manager looks at cost savings.

Ask Qualifying Questions To Decision Maker

Ask Qualifying Questions To Decision Maker
Ask Qualifying Questions To Decision Maker

When talking to a potential customer, ask qualifying questions to ensure you’re speaking to the right person:

“Who in your company makes the purchasing decisions?”

“What is your typical purchasing process?”

“Are there other departments or other committee involved in the department or decision-making process?”

“Can you describe the key decision makers responsible for making this type of purchase?”

“What criteria do the decision makers use to evaluate new products or services?”

“How does your company typically approach the financial and purchasing decisions?”

“Who else should be included in our discussions to make sure all key business stakeholders are on board?”

“What are the main concerns or priorities of the decision makers in your company?”

“How does the company size influence the decision-making process?”

“What is the role of executive assistants in the decision-making process?”

“Do you use tools like LinkedIn Sales Navigator to research potential vendors?”

These questions help you quickly determine if you're to talk to the right person. Or decide if you should be spending time to engage and talk with someone else in the company.

Engage with Executive Assistants and Key Stakeholders

Engage with Executive Assistants and Key Stakeholders
Engage with Executive Assistants and Key Stakeholders

Executive assistants, sales reps and other key sales reps and stakeholders can be very helpful in the sales process:

Executive Assistants: Be polite and professional. Explain how your product or service benefits the company. They can pass this information along to the decision maker.

Key Stakeholders: These are people who have a vested interest in the purchase. Their opinions can significantly influence the final decision maker. For example, an IT specialist might not sign off on a new software purchase, but their recommendation can sway the decision maker.

Tailor Your Approach to Company Size and Structure

Tailor Your Approach to Company Size and Structure
Tailor Your Approach to Company Size and Structure

Different companies have different structures. Tailoring your approach can help you connect with decision makers more effectively.

Small Companies: In smaller companies, the only decision maker, might be the owner or a senior manager. They usually have the final say on purchasing and making decisions themselves.

Large Companies: In larger companies, there are multiple decision makers involved. You might need to engage with several key stakeholders or individuals specialized roles with to get approval.

How To Overcome The Common Challenges

How To Overcome The Common Challenges
How To Overcome The Common Challenges

1. Handling Multiple Decision Makers

Decision makers in smaller companies vary widely based. You often deal with different department or multiple decision makers from different department. This can be tricky, but it's important to handle it well:

  • Identify All Decision Makers: Ask early on who is involved in the decision making process.
  • Understand Their Roles: Each decision maker might have different concerns. Some may focus on cost, others on features.
  • Address Each Concern: Tailor your message to meet the needs of each key decision maker.

2. Avoiding the Wrong Person

Presenting to the wrong person wastes time.

  • Ask Qualifying Questions: Questions like "Who in your company makes the purchasing decisions?" help you find the right person.
  • Use Job Titles: Look at the person's job title. Does it match the role of a decision maker?
  • Verify Information: Confirm with other stakeholders involved that you are presenting to the right person.

3. Addressing Concerns and Objections

Every decision maker has concerns.

  • Listen Carefully: Understand their worries. Is it about cost, time, or resources?
  • Provide Data: Use data to show how your product solves their problems. Share examples and case studies.
  • Reassure: Explain how you will support them after the purchase.

4. Dealing with Committee Involvement

Sometimes, a committee makes the decision. Here’s how to deal with it:

  • Identify the Committee: Find out who is on the committee and what their roles are.
  • Prepare for Meetings: Tailor your presentation to address each member's concerns.
  • Follow Up: After meetings, follow up with each committee member to address any additional questions or concerns.


Finding the right prospects and engaging with the right decision makers is key to successful sales. By understanding the typical purchasing process, asking the right qualifying questions, and engaging in relationships with key stakeholders, you can effectively navigate the decision-making process.

Engage with executive assistants and other stakeholders involved to get a clearer picture of the company's decision-making structure.

Build strong connections, understand your own business, customers, and prospects' needs, and present your business or product as the best solution. This approach will help you close more deals and achieve your sales goals.

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