This is the conclusion of a two-part series on how to effectively segment your target audience in order to increase the efficiency and ROI of your marketing and business development team. Read Part 1 here.
Once you’ve identified your high-potential companies, the real work begins: connecting with the decision-makers inside those organizations. At the end of the day, businesses don’t make buying decisions—people do. And understanding the unique goals, challenges, and motivations of those individuals is the key to turning prospects into partners.
The People Behind the Decisions
Every decision-maker has their own personality, preferences, and priorities. Knowing how to tailor your approach to these nuances can make all the difference. Here are two common types of decision-makers you might encounter:
- The Analyst:
- This individual thrives on data and logic. They want hard evidence, case studies, ROI calculations, and detailed explanations of how your offering solves their problem.
- To connect with them, you need to focus on facts, provide measurable results, and avoid overhyping your solution. Instead, let the numbers do the talking.
- The Visionary:
- This person is drawn to big ideas and innovation. They want solutions that will not only solve a problem but also make them look good to upper management. They value creativity, storytelling, and a sense of inspiration.
- With this type, you want to present your offering as a game-changer. Highlight bold ideas and strategic benefits, and give them talking points they can use to champion your solution internally.
How to Build Relationships
- Do Your Research:
- Use platforms like LinkedIn to learn about the person’s background, professional interests, and recent achievements.
- Tailor Your Communication:
- Adjust your messaging and delivery style based on their personality and goals.
- Provide Value:
- Offer resources, insights, or advice that demonstrate your expertise and willingness to help—even before a deal is on the table.
- Follow Up Thoughtfully:
- Stay in touch with personalized updates, relevant content, and check-ins that add value rather than feeling pushy.
Why This Matters
Building relationships isn’t just about closing a deal; it’s about establishing trust and positioning yourself as a long-term partner. By understanding the human side of decision-making, you’ll not only increase your chances of success but also create meaningful professional connections.
Need help?
Over the course of my career, I’ve helped businesses, nonprofits, and collegiate athletics programs enhance their marketing and business development efforts by adopting these relationship-focused strategies. If your organization could benefit from this expertise, I’d love to hear from you—I’m actively seeking my next opportunity to drive growth and build meaningful partnerships. Connect with me on LinkedIn!
