A client of mine recently debated the relative importance of decision makers and influencers from the perspective of helping their clients communicate to their respective target audience. It got me thinking that the same issues face companies selling professional services in the marketing communications industry.
Whether you’re a full-service ad agency or a printer, getting access to the right people at a desired prospect is no cake walk. In many cases the firm is so focused on getting through to the ultimate decision maker that they don’t leverage and value the aid they can get from an influencer. Never ever underestimate the power of an administrative assistant. He/she in many cases holds the keys to the door that will get you to the ultimate decision maker. These are the people who help manage the decision makers schedule and who they listen to on a daily basis. If you can make a compelling argument to the admin to help you get through to the decision maker you are halfway to achieving your goal. Once you’ve had that all important meeting with the decision maker don’t forget to thank the admin (influencer). Gratitude and sincerity can take you a long way.
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