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.
- 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.
- 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.
- 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