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Targeting Decision Makers Through a Business Mailing List


Posted by Brian Berg Google+

When you're selling to other businesses through a business mailing list, you need to pinpoint and then target the key decision makers as there is no point selling to someone who doesn't have the power to buy your product or service.

The main decision maker is often the individual who signs the purchase order or check but this won't always be the only person you need to convince.  Others may also play an important role in the buying process.

The size of a business will usually dictate who you need to address your sales pitch to for your product or service.  Purchasing decisions in smaller businesses are often made by the owner or a managing director.  In larger companies, you may need to target the head of a particular department, as well as the budget holder, if these are different people.

So when you're selling to other businesses, you need to identify these people and target them accordingly.  It is worth carrying out some research to ensure you know who to approach before you plan your pitch.   It's generally best to aim as high up the chain as you can.  The person at the top of the chain may put you through to the manager of a relevant department or ask you to send them an email or letter.  But at least the ultimate decision-maker will be aware of your presence.

There are a number of methods you can use to find out who the decision makers in your target business are.

  • Use the Internet - organizations often give biographies and contact details for key members of staff on their websites.  If you don't know their website address you can usually find it using a search engine.
  • Telephone the business to ask who's responsible for purchasing your particular product or service.  It is a good idea to have your sales pitch ready before you do this, in case the relevant person answers the phone when you call and wants to know why you are calling.
  • Keep an eye on the trade press - articles on potential customers will often include a quote from a senior manager.
  • Get hold of marketing literature - it can be a useful source of contact information.
  • Attend trade fairs and exhibitions and chat to staff on the stands of your target customers.  If you're lucky you may meet a decision maker and even if you don't, the people there should be able to point you in the right direction.

Use this information to formulate your targeted business mailing list.  Many business mailing list databases, including those you will find through BB Direct, can be selected by sales function and job title.  Pick the titles that you see come up most often in your searching.  Take these titles and contact BB Direct at (866) 501-6273.  We’ll take this information along with other important targeting selections and compile you a business mailing list of ideal targeted decision makers.