Cold Calling? STOP Asking to Speak With the “Decision-Maker”
Published on January 26th, 2025
Introduction
Cold calling has long been a go-to strategy for salespeople seeking to connect with potential clients or customers. However, one traditional tactic—asking to speak with the “decision-maker”—is quickly becoming ineffective and even counterproductive. In today’s world of complex business structures and decentralized decision-making, relying on this old approach may lead to missed opportunities and frustration. Instead, a more nuanced strategy is required. Understanding the true dynamics of decision-making and building relationships can prove far more successful in the long run.
1. Why “Decision-Maker” is the Wrong Term
When salespeople ask for the “decision-maker,” they often fail to recognize that modern businesses have a more collaborative decision-making process. The term itself can sound overly transactional and impersonal. Moreover, it assumes there’s only one person in charge, which is rarely the case. Today, decisions are often made by teams or influenced by multiple individuals across different departments.
2. The Shift Toward Collaborative Decision-Making
In many organizations, decisions are made collectively. Multiple people, including managers, technical experts, and financial officers, may need to be consulted before a decision is made. Instead of targeting a single decision-maker, it’s more effective to identify stakeholders and influencers across the organization who might be involved in the decision-making process. This approach increases the chances of reaching the right person or group while avoiding the bottleneck of contacting just one individual.
3. Building Relationships with Gatekeepers
The “gatekeeper” role—often the receptionist or administrative assistant—can sometimes be the most important contact during a cold call. Rather than bypassing these individuals, take the time to build rapport and value their position. By cultivating positive relationships with gatekeepers, you can gain valuable insights into the decision-making structure and potentially secure introductions to the right people within the company.
4. Focusing on Problem-Solving Instead of Titles
Rather than obsessing over titles or trying to speak with a particular person, focus on the problem you can solve for the business. When you demonstrate a clear understanding of their needs and how your product or service addresses those needs, you’re more likely to capture the interest of the right people—whether they are the “decision-makers” or part of a broader team.
5. The Power of Personalization and Relevance
In the age of information overload, personalization is key. Rather than a generic cold call asking for the “decision-maker,” tailor your approach based on the company’s current challenges or goals. Research the organization and its priorities, and use that knowledge to craft a compelling reason for them to engage with you. A well-crafted, relevant message is far more persuasive than a simple request to speak with someone based solely on their title.
Conclusion
Cold calling doesn’t have to rely on outdated strategies. By abandoning the narrow focus on the “decision-maker” and embracing a more thoughtful, relationship-driven approach, salespeople can better navigate today’s complex business structures. Identifying the right stakeholders, building rapport with gatekeepers, and offering relevant solutions will not only improve your chances of success but also create long-term, valuable connections with your prospects. Adapt your approach, and you’ll see far better results in your cold calling efforts.
