When you’re pitching for new business, it is essential to identify who will make the ultimate buy decision, and who else will have a major influence on that call. There are usually only two or three individuals with genuine clout, and establishing who they are is key to a successful close. The person responsible for arranging the pitch may not be a key decision-maker, but if you’ve built a good rapport with them (see Building Rapport), they should be able to tell you who’s in charge.
Once you know who the decision-makers are, you need to find out as much about them as possible. Search for them on Google, LinkedIn and other social media platforms, and read their recent posts, articles and endorsements. Try to find out what they’re interested in, their views on relevant topics and what they are like as a person (see Personality Types). How decision-makers actually make decisions is complicated, and varies from one person to the next, but here are some of the factors that are often part of the mix, as illustrated here. The more you understand about the decision-makers, the better positioned you’ll be to develop a proposal that will appeal to them. If possible, arrange to meet them in person so you can get to know them, and use your listening skills to find out as much as you can about the areas illustrated above. If you don’t have a chance to actually meet them, talk to anyone who knows them and try to glean as much insight as possible. |