This article serves as the continuation of the series of articles that explains how to deal with decision maker. In the two previous articles, we found out who decision maker is and why this person is important for sales lead generation and examined how to find decision maker with the help of LinkedIn. In this article, we will discuss how to contact decision maker via LinkedIn.

Making the first contact with a decision maker is an essential step in pitching your product or service. It’s no secret that the first impression sets the tone for the further dialogue. Let’s be honest, it’s an absolutely crucial point that either opens the door (if positive) or closes it in front of you (if negative).

Before moving forward, make sure you read the first and the second article in the series.

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Making a great first impression   


As always, the first thing on the way to increasing B2B lead generation is concerned with the research. There’s no way to create a great first impression if you know nothing about the company and the decision maker person you want to reach out to.

Use LinkedIn company page to get prepared before you contact decision maker. Also, don’t miss the opportunity to learn more about the company from their website and links to the profiles on other social networks. LinkedIn will also help you to learn more about the decision maker person. From there you can go further and find more information on Facebook, Twitter, etc.

Remember, information is your main tool, and the most powerful one, so try to find as much as you can. When it comes to the personal information, it’s important to pay attention not only to the work concerned issues but also to the interests of the person you want to impress. It will help you to make an interesting conversation and catch the enthusiasm even of the top decision makers.

Making secrets work



1.First, aim at the establishing contact with the person, not selling itself. It’s never a good idea to start selling right from the beginning. Instead, focus on creating a meaningful connection. Make decision maker interested in your company and you as the specialist, and he would ask you to pitch your product or service.  

While establishing the connection, it’s important to ask more than talk about yourself (your company, your products, etc.). The more you know about the problematic issues the targeted company faces, the more ways of approaching the decision maker you have when pitching your product or service (and more chances for sales lead generation as the result).

2.Don’t be too focused on the “cold” ways when you get to contact decision maker (calls or emails). You can catch up with decision maker person on the offline meetings or in group discussions (on Linkedin or Facebook). It’s always better to initially contact decision maker in the less formal conditions.

To create a steady ground for further contact with decision maker, you can use additional tools like ProTop, the auto visit tool for LinkedIn that can draw the attention to your profile even of the top decision makers.  

3.If you aim at B2B lead generation, try to be helpful. I mean, really. If you have any tools on your mind that can help the targeted company and, particularly, decision maker, don’t hesitate to recommend them. It will give you more bonuses in the eyes of decision maker person and make your contact with decision maker more productive.

4.Tell stories. I mean real stories about your own cases of collaboration with the clients. It’s an extremely powerful way to show the way your product/service has helped other people and companies to do their best (which will definitely help you in sales lead generation if you make it right). People are all like that: we would rather believe in the success stories that sound real than in the abstract usefulness of anything.

5.Finally, it’s time to add more action to your communication with decision maker person. Ask whether there are any ways you can learn more about the problems his company faces so that you can come up with the possible solution. For sales lead generation, it’s very important to have a profound understanding of the problem.

If decision maker person chooses to tell you about the problems his company experiences, softly show him the way your product/service can help. Don’t push – make him interested. If everything goes great, the dialogue will be continued.

What can make you fail   



1.Being a Repetitive

The widespread problem of salespersons is that each of them starts a conversation the same way as others. That’s why their emails are often left without attention (are read not further than the first sentence) and their cold calls are hung up.    

The hint here is that effective B2B lead generation also needs you to be creative. Start your conversation differently when you contact decision maker – it will make him more inclined to carry on the dialogue.

2.Using manipulations

Don’t make the same mistake as others do. In other words, don’t use any tricks to fool those whom you want to become your clients. It, certainly, won’t give you a leg up in sales lead generation.

Honesty is the important premise of the long-term productive work relationships. Especially it’s important when you contact decision maker – the person who has the biggest impact on the buying process.

3.Lacking specific knowledge

I’ve already mentioned the importance of making research before making any contact with decision maker, and now it’s the time emphasize on this. Surprisingly, a lot of salespeople make the same mistake: sending cold emails or making cold calls without any initial research. They try to increase B2B lead generation every time the same way, which, in fact, diminishes their chances.

4.Reaching out at the wrong time

You may not know this one. The idea is that the top decision makers are dead busy between 9am and 6pm. Even if they are interested in what you pitch, they would try to postpone talking to you or responding to your message, which, all too often, doesn’t lead to any dialogue. That’s why try to reach out to the decision maker person out of the busy hours.    

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To contact decision maker with the positive result, you need to talk with the confidence (by conducting the initial research) and stay flexible for different ways of approaching the targeted person: from going to offline meetings to participating in group discussions to sending messages via LinkedIn InMail.

If you are still seeking the ways to draw the attention of the top decision makers, consider using ProTop, the auto visit tool for Linkedin. It’s the easiest way to get noticed and power your B2B lead generation.