Via Business Insider:
High-level decision-makers are harder than ever to reach. If you are looking to develop strong connections to the most senior people in big companies, then consider NOT SELLING to them. Connect with them first. Bring them value on neutral ground and see if that opens the door for a business opportunity.
So, how do you do that? Well, every industry is looking for insight and best practices. Why not reach out to the marketplace leaders in your target-customer industry and ask for their opinions? It’s a good way to honor them and it lets you start off your relationship with greater parity.
Points:
- “If your company or industry trade association has a newsletter, you have a great opportunity to be a guest journalist and interview someone for that publication.”
- “Call the decision-maker directly and ask his or her advice on a key industry matter.”
- “Invite your potential contact to participate [on a panel] and then offer to be that person’s host for the day.”
- “Use these [white paper research] for your benefit by reaching out to your possible decision-maker contact to get a quote to be used later.”
- “…[Ask] what the contact believes are the best practices for three specific business areas and the best examples of those practices.”