How Social Media Can Get You in Front of Hard-to-Reach Decision Makers

For years getting to decision makers meant spending an enormous amount of time getting past point people, gate keepers, and order placers. And for years that was the route taken.

Today the playing field has changed because of technology. We’ re all more connected, we’re all more accessible, and we’re all more informed.  But make no mistake about it, getting in front of these hard-to-reach decision makers still require a lot more listening, creativity and persistence.

So let’s look at how using listening, creativity and persistence with social media can position you in front of hard-to-reach decision makers.

  1. Listening. I said it before and I’ll say it again, “listening is what social media is all about.” We live in a world where everyone is talking but few are listening. Sales people are talking, business owners are talking, speakers, bloggers, recording artists, politicians, and almost anyone with something to say or sell is talking. So I recommend you use Box Offices. Places you simply listen into conversations about the hard-to-reach decision makers that interest you. For example, you can have search columns in HootSuite that monitor mentions of both their name and company from social media platforms.
  2. Creativity. Creativity plays an important role because you don’t want to listen for the things that everyone else listens for: business, ratings, or stock prices. You want to listen for things that help you figure out what’s important to that decision maker — outside of work. Maybe you learn they’re involved in charities, community organizations, or the boards of other companies. Instead of trying to go head on with presenting your product and services, focus on helping your target decision maker with the things they love and enjoy outside of work.
  3. Persistence. If you’re not prepared to do the work on a regular basis, don’t begin.  “Nothing in this world can take the place of persistence. Talent will not; nothing is more common than unsuccessful people with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated failures. Persistence and determination alone are omnipotent.” – Calvin Coolidge 


2 thoughts on “How Social Media Can Get You in Front of Hard-to-Reach Decision Makers

  • I always enjoy and find your posts very thought provoking. As I’m not in marketing, but I know I should at least read about it and heed much of the advice, if I want my books to sell. I have always been selective about what to use which pertains to my situation. Your posts give me so much to ponder and they don’t take all day to read. Keep it up.

  • Thank you Heather for your encouragement and comment! I always love feedback. Yes, if you want to sell books marketing is going to be key. I always laugh because they call it “best selling author” not “best writing author”.Just as some nuggets for you as an aspiring author:

    1. Build your platform now. Your platform is your audience and you’ll need the ability to influence them to buy your book but only after they trust you, enjoy writing that ‘s free, and like you. So I would start blogging.

    2. Some people work on the craft of writing rather than on the value of the content. Being a great “writer” in terms of grammar and technique is wonderful but not likely to create a name for you. Popular authors like John Maxwell, Seth Godin, Chris Brogan and Jim Collins are not known for their mastery of the English language but for the focused content they present.

    3. Write every day.
    Writing is like any skill – it improves only with practice. The more you write, the better your chances of improvement. Have dedicated times for your writing – donʼt try to just cram it in “when it suits” or when you are all caught up on everything else you need to do. Make it a priority.

    Set aside regular time to write, not just when it suits or when you have everything else completed. If you write just one page a day, in one year you will have a book.

    I encourage people to start with what I call “Zero-based Time Planning.” You have 168 hours in a week. This is one of the real road blocks people see with not being able to write. “I don’t have the time,” they say.

    Start with 168 hours. Simply deduct the time you commit to other things such as work, sleep, eating, church, community, mom or dad. Figure out whatever those things take and carve out of the remaining time, those precious minutes, for four or five hours a week. You can accomplish a lot as a writer, but you have to do that consistently.

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