The most critical aspect in any business process is making a decision – the right decision.
In a lead generation campaign, reaching the decision makers’ direct phone lines and being able to speak with them is a hurdle. More than that, one has to be keen to listen and understand if the person he speaks with is able to decide with a “yes” or a “no” to get your proposal on the boss’ table.
But it doesn’t really have to take Mr. Sherlock Holmes’ detective expertise to be able to identify a key decision maker in a lead generation campaign. All you need is the right questioning such as “What is your role in the decision-making process for this project?”
Here are the three (3) possible key decision makers in a lead generation campaign:
A recommender is someone who makes a suggestion to do something. This person is most likely to be the consultant in the company, whose thoughts are highly valued and trusted by the higher management like the executive or board level officers. His suggested ideas will be considered to be brought into the discussion table for evaluation.
The evaluator is able to characterize the following points to positively impact the business:
1. Identify the value or significance of the proposed product or service to the need of the business. His decision should address concerns like: “Would the new application resolve the challenges hurdled by company”, “Would it bring in the targeted ROI and lessen operational costs”?
2. Foresee the worth of the project on a long term goal and not just temporary bandage to the problem.
3. Skillfully appraise the balance between goals and actions of the company. He should have a fair justification of presented facts and figures to answer questions such as: “Would the proposed action or actions like purchasing new software, outsourcing a service, or collaborating 2 processes become instrumental to achieve target results?”
Generally speaking, a person in charge is someone who was given the authority by a higher management to oversee a certain group and roll out tasks at a period of time. In businesses, the length of term of this role is dependent on the organization’s status. Note that talks with a PIC may cause delay in the decision making process and would even likely to lead the discussion to a parking lot, as PICs may not have full authority on the matter.
Decision makers are like keys. Sometimes you can grab a handful of them; at times they slip from your pocket and eventually lose them. Be on guard, once you get hold of them, chain them up in a key holder of sensible discussion – use them to unlock potentials in the business.
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