Successful dialogue plays an indispensable role in the sales strategy. In other words, the way you communicate with a decision maker totally determines the outcome of the process of decision making on his side – whether selling happens or not. That’s why it’s crucially important to understand the basics of effective communication.

In this article, I will guide you in a step-by-step fashion through the process of making dialogue that is definitely worth all the sales. Don’t hesitate to make notes even if you think that it sounds quite straightforward – you will need them later.

This is the last article in the series that encompasses the tools and approaches for establishing a successful connection with the decision maker. Make sure you’ve checked the previous ones.  

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Get prepared


In marketing and sales, everything begins with the preparation. If you want to make a great impression, there’s no way to go without it.

1.Choose how to contact

Of course, before taking any measures, you need to know the way you are going to contact the decision maker (take a look at the previous article in this series to learn more): face-to-face talk, phone call, email or Linkedin chat.

The way you will contact the decision maker determines the rest of the preparation steps. So try to pick the most appropriate way regarding the status of the person and the level of your familiarity with him (common colleagues and/or friends may help). Aim at getting as close as possible, meaning that primacy should be given to personal meetings.

Establishing connection isn’t the easiest thing especially regarding that the decision maker person usually sits on the top stages of the company’s ladder. That’s why usually it requires a gradual approach (so that you don’t go directly to the decision maker).

Also, it’s a mark of good taste to set connection with the decision maker by phone call or chat, and only after you can move to meeting him personally. Therefore, the most common algorithm is to start with the most formal ways and finally reach face-to-face communication.  

2.Set the goal

After you decide how exactly you will contact decision maker, it’s time to figure out what you want from this talk. Think of how perfect outcome may look like (interest in your services, invitation to continue the discussion, purchase, etc.). From there you need to create a map between first general words to the result you need.

What do you need to tell the targeted person to turn the process of decision making in your favor? You won’t be able to answer this question before you learn more about this person. And it’s another important part of the preparation and overall sales strategy.

3.Conduct the research

Before making any attempts to talk to the decision maker, you need to conduct your research and find out as much as possible about the person. Google and social networks will help you to learn more about his interests, preferences, and priorities.

When it comes to marketing and sales, don’t underestimate any information, even if it doesn’t look like something potentially useful. Finally, all the pieces will make up the whole picture and help you to develop the best sales strategy and efficiently communicate with the decision maker.


Armed with the knowledge you might have acquired, you can start practicing. Yes, you do need to try out different scenarios before you actually get to contact the targeted person. Here are the most widespread responses you may get:

-the person isn’t available

-the person isn’t interested

-the person turns out to be not responsible for decision making

-the person can’t respond right now, you need to wait

-the person is interested and would like to carry on the dialogue

Try to practice your reaction to the scenarios listed above. These responses are not the only possible ones you can ever get, though the most common. The proper reaction to the first “No” is crucial as it can turn around everything and give you an advantage in the end.

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When talking

  • Make sure you look professional but feel comfortable in your outfit. It’s an essential component of feeling and behaving in a confident way, which you definitely should take into consideration.
  • Start by introducing yourself and remind the decision maker that you have already talked via phone call or chatting (regarding that you’ve previously laid the ground for the dialogue).

Don’t expect the decision maker to recognize you intuitively.

  • Create engagement. It means that talking solely all the time shouldn’t be your aim (though it’s one of the most widespread mistakes of salespeople). In contrary, the best evidence of effective communication is the active participation of all sides.
  • Balance your emotions, but don’t avoid them at all. Of course, abundant gestures and extremely festive tone of voice aren’t the best practices in business communication. On the other hand, it’s important to keep the balance and not to look like a mummy. Relevant and sly humor, your own view of the problem, and friendly facial expression have always been advantageous in the communication concerned with sales and marketing.
  • When it comes to the price issues, tell your proposal and observe the reaction. If you notice doubts, don’t hurry to change anything – let the decision maker weigh all pros and cons. In such case, it’s extremely important to keep the pause.
  • Don’t forget to thank the decision maker for devoting time to talking with you. You need to leave the great impression, which is impossible without been polite.


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The process of decision making is extremely dependent on the effective communication with the salespeople. That’s why keep in mind that underestimating communication part can damage whole sales strategy.    

In this article, we have discussed the best practices of effective communication with the decision maker. It’s the last article in this series.