Best Way to Get to the Decision Maker in Sales

Navigating the complex world of real estate requires not only a keen understanding of market trends but also an effective strategy for engaging with key decision-makers. Whether you are a real estate agent, developer, or investor, reaching the decision-maker can dramatically enhance the effectiveness and efficiency of your business dealings. This article will explore strategic approaches to connect with these influential individuals, ensuring that your real estate propositions get the attention they deserve.

Understanding the Decision-Making Process in Real Estate

Before attempting to reach real estate decision-makers, it is crucial to understand who these individuals are and how decisions are made in the real estate sector. Decision-makers can vary from property owners and corporate executives to development directors and investment trustees. They are typically individuals with the authority to make purchasing, selling, or development decisions. Recognizing the structure of the decision-making process within different real estate entities—be it a family-owned business, a corporate real estate firm, or a public sector organization—is the first step towards effective communication.

1. Building a Strong Network

When it comes to breaking through to decision-makers in sales, building a strong network is paramount. This fundamental strategy is universally applicable across various industries, including sales environments ranging from retail to high-tech B2B scenarios. Here’s a breakdown of how networking can help you reach decision-makers effectively:

Understanding the Role of Networking in Sales

Networking in sales is not just about collecting business cards; it’s about cultivating genuine relationships with key individuals who can influence decision-making processes or directly make those decisions themselves. This could include managers, directors, VPs, or C-level executives within potential client companies.

Tips for Building a Strong Sales Network

  1. Identify Key Players: Start by identifying who the decision-makers are within the target organizations. Use tools like LinkedIn to research and understand their roles and responsibilities. This helps in tailoring your networking efforts to the right individuals.
  2. Attend Industry Events: Just like in real estate, attending industry-specific conferences, seminars, and trade shows is critical in sales. These venues are ideal for meeting decision-makers face-to-face. When attending these events, have a clear strategy for whom you want to meet and what you hope to achieve from these interactions.
  3. Join Professional Groups and Associations: Participating in industry or professional groups can provide regular interactions with peers and higher-ups in your field. These groups often host events, webinars, and roundtables that attract decision-makers looking to stay ahead of industry trends.
  4. Leverage Social Media: Platforms like LinkedIn are invaluable for sales professionals. Regularly posting relevant content, commenting on posts made by industry leaders, and participating in group discussions can elevate your visibility. Connecting with decision-makers and then engaging with their content can keep you on their radar.
  5. Offer Value: Whether through insightful posts on social media or speaking at events, always aim to offer value. Share case studies, white papers, or industry insights that decision-makers will find useful. This establishes your credibility and can make you a go-to resource in your field.
  6. Ask for Introductions: Don’t hesitate to ask your existing contacts for introductions to potential decision-makers. A warm introduction can often open doors more effectively than a cold call or email.
  7. Follow Up and Nurture Relationships: After meeting a potential decision-maker, follow up with a personalized message referencing your conversation. Continue to nurture this relationship by sharing articles and insights that are relevant to their business challenges.

The Impact of Strong Networking

A robust network can significantly shorten the sales cycle by facilitating quicker and more direct access to decision-makers. By positioning yourself as a knowledgeable and reliable resource within your network, you’re more likely to be top of mind when decision-makers are ready to buy. Moreover, a strong network can lead to referrals and repeat business, which are invaluable for sustained success in sales.

2. Leveraging Social Media and Online Platforms

Leveraging social media and online platforms is an essential strategy for reaching decision-makers in sales across all industries. The ability to use these digital tools effectively can open up direct lines of communication with the people who have the power to make purchasing decisions, greatly enhancing your sales efforts.

Harnessing the Power of Social Media and Online Platforms

1. Choose the Right Platforms: While LinkedIn is universally recognized as the primary professional networking site, depending on your industry, other platforms like Twitter, Facebook, Instagram, or industry-specific online forums can also be valuable. For instance, Instagram can be powerful for visual products, whereas Twitter is excellent for rapid engagement and updates.

2. Build a Professional Profile: Ensure your social media profiles are professional and up-to-date. This includes having a clear, professional profile picture, a compelling bio, and ensuring that your work history and skills are accurately portrayed. Your profile should immediately convey your professional value and expertise to decision-makers.

3. Create and Share Valuable Content: Regularly post content that is relevant and valuable to your target audience. This could include industry insights, articles, white papers, and case studies. Sharing and commenting on existing industry-relevant content can also enhance your visibility and portray you as an active participant in your field.

4. Engage with Industry Leaders: Follow and engage with industry leaders, influencers, and decision-makers. Comment on their posts, share their content with your insights, and participate in discussions. This not only increases your visibility but also helps in building relationships with these key individuals.

5. Utilize Advanced Features: Tools such as LinkedIn’s Sales Navigator can help you target decision-makers more effectively. These features allow you to filter potential contacts by their role, industry, company size, and more, making it easier to find and connect with the right people.

6. Direct Messaging: Once you have established a connection or mutual interest, use direct messaging judiciously to introduce yourself and your offerings. These messages should be personalized, respectful of their time, and direct in stating the purpose of your outreach.

7. Monitor Analytics: Most social platforms provide analytics on your posts’ performance. Monitor these to understand what type of content engages your audience the most. This can help tailor your content strategy to better attract the attention of decision-makers.

The Benefits of a Strong Online Presence

A well-managed online presence can significantly boost your ability to connect with decision-makers. It can:

  • Increase your accessibility: Decision-makers looking for information or solutions might find you through your online content or through search engines.
  • Enhance your credibility: Regularly posting insightful content establishes you as an expert in your field.
  • Facilitate warmer introductions: When you share mutual connections, comment on the same posts, or engage in the same groups, you have a natural inroad for a more personal connection.

3. Utilizing Referrals

Utilizing referrals is a potent strategy for reaching decision-makers in sales, applicable across various industries, including real estate, technology, finance, and more. The power of a referral lies in the trust and credibility transferred from one party to another, significantly enhancing your chances of making a successful connection with key decision-makers.

The Power of Referrals in Sales

Referrals act as a powerful endorsement of your products, services, and professional integrity. When a satisfied client or a trusted colleague introduces you to a prospective client, they’re essentially vouching for your credibility. This warm introduction can lower barriers that typically exist in cold outreach efforts, allowing you to start a relationship on a foundation of trust.

Strategies for Maximizing Referral Opportunities

1. Deliver Exceptional Service: The foundation of a good referral program is excellent service. Clients who are thrilled with your service are more likely to recommend you to others. Ensure that you consistently meet or exceed expectations to turn your clients into enthusiastic advocates.

2. Ask for Referrals: While some clients might refer you to others spontaneously, most referrals are the result of a direct request. Develop a comfortable and effective way to ask satisfied clients for referrals. Timing this request is crucial; consider asking after a successful deal closure or alongside a positive review.

3. Make It Easy to Refer You: Provide clients with simple tools and processes to refer you. This could include referral links, prepared emails they can forward, or even a brief form on your website. The easier it is to refer you, the more likely your clients will do it.

4. Offer Incentives: Incentives can motivate clients to refer you to their network. Consider offering discounts, service upgrades, or other perks for every successful referral that leads to new business. Ensure that any incentive is appropriate and valuable to your clients.

5. Leverage Social Proof: Share stories and testimonials from satisfied clients on your website and social media platforms. Positive reviews and case studies can enhance your reputation and encourage others to refer you to their contacts.

6. Acknowledge and Thank Referrers: Always thank those who refer you, regardless of the outcome. Acknowledging their effort reinforces the value you place on your relationship and can encourage future referrals.

7. Follow Up: Once you receive a referral, follow up promptly and professionally. Keeping the referrer updated on the progress can reassure them that their contact was treated with respect and care, encouraging continued referrals.

Benefits of a Strong Referral Network

  • Higher Conversion Rates: Referrals often have higher conversion rates than other sales leads because they come with a built-in level of trust and credibility.
  • Reduced Sales Cycles: Since trust is already established, the sales cycle can be shorter compared to cold leads.
  • Cost-Effective: Referrals can be a more cost-effective way to acquire new clients, as they often require less marketing and advertising spend.

4. Offering Solutions, Not Just Services

When you’re engaging with decision-makers in sales, it’s critical to shift the conversation from what you sell to how you can solve their problems or enhance their operations. This approach of offering solutions rather than just services is fundamental in establishing meaningful connections with decision-makers, who are often more concerned with outcomes than features.

Understanding the Needs of Decision-Makers

Decision-makers are typically inundated with sales pitches that focus heavily on product features or service details. To differentiate yourself, you need to focus on understanding and addressing their specific business challenges and goals. This involves listening carefully to their concerns, asking insightful questions, and doing your homework to understand their industry and company.

How to Offer Solutions Effectively

1. Research and Preparation: Before meeting with a decision-maker, gather as much information as possible about their company, the industry trends, and their competitors. This background knowledge will help you tailor your presentation to address their specific needs and concerns.

2. Listen Actively: During your interaction, listen more than you speak. Pay attention to the decision-maker’s words and underlying needs. This will give you the necessary insights to tailor your solutions effectively.

3. Identify Pain Points: Use your understanding of their business to identify key pain points. For example, if a company is struggling with inefficient processes, you can focus on how your solutions can streamline operations and increase efficiency.

4. Tailor Your Pitch: Customize your pitch to show a clear connection between your services and the benefits they can deliver to the decision-maker’s specific situation. Avoid generic sales pitches; instead, use specifics from your research and conversation to make your case compelling.

5. Use Case Studies and Examples: Demonstrate the effectiveness of your solutions with case studies or examples where you have successfully solved similar problems for other clients. This not only validates your capability but also helps the decision-maker visualize the potential impact on their own organization.

6. Communicate Value, Not Features: Emphasize the benefits and value of your solutions, rather than just listing features. For instance, instead of simply stating that your software automates tasks, explain how it can free up time for their staff to focus on more strategic activities.

7. Anticipate Objections: Be prepared to address potential objections or concerns. By anticipating and preparing for these, you can maintain a constructive dialogue and reinforce the value of your solutions.

8. Close with a Clear Call to Action: End your meeting with a clear call to action that proposes a specific next step, whether it’s a trial of your service, a follow-up meeting with a broader team, or an assessment of their current systems.

Benefits of a Solution-Focused Approach

  • Builds Stronger Relationships: By focusing on solving problems rather than selling a product, you position yourself as a partner rather than just a vendor. This can help build long-term relationships.
  • Enhances Credibility: Demonstrating an understanding of their business and challenges enhances your credibility and positions you as a trusted advisor.
  • Increases Sales Efficiency: A solution-focused approach can lead to higher conversion rates as it aligns more closely with the customer’s needs and decision-making criteria.

5. Conducting Thorough Research

Conducting thorough research before approaching a decision-maker in sales is essential to understanding their business environment and specific needs. This preparatory step is a crucial component of a strategic sales approach, enabling you to tailor your communications and proposals to resonate more effectively with the decision-maker’s priorities and pain points.

The Importance of Research in Sales

In-depth research gives you a competitive edge by providing a clearer picture of the decision-maker’s challenges and opportunities. It shows that you value their time and are committed to offering genuine solutions, not just pushing a product. By being well-informed, you can engage in more meaningful and focused discussions, which are likely to be more productive and appreciated by busy decision-makers.

Steps to Conduct Effective Research

1. Gather Information about the Company: Start by exploring the company’s website, particularly sections like “About Us,” “News,” or “Press Release.” These can offer insights into the company’s history, culture, strategic goals, and recent achievements or changes. Look for their annual reports and blogs for deeper insights.

2. Use Industry-specific Databases: Depending on your sector, industry-specific databases and tools can provide detailed information on company performance, key personnel, financial status, and market positioning. For instance, in real estate, platforms like Zillow or offer insights into market trends and company activities in the property sector.

3. Analyze Competitors: Understanding who the company’s main competitors are and how they are positioning themselves can give you clues about industry standards, gaps, and opportunities. This knowledge can help you position your offering more strategically.

4. Leverage Social Media: Check the company’s social media profiles for recent activities and the kind of content they share. LinkedIn is particularly useful for getting information about key personnel and company updates. Twitter and Facebook can inform you about the company’s brand voice and customer engagement.

5. Understand Current Projects and Initiatives: If possible, find out about ongoing projects or new initiatives the company is undertaking. This might come from press releases, news articles, or public filings. Understanding what projects are currently underway can help you identify how your products or services can add value.

6. Identify Decision Makers and Influencers: Use platforms like LinkedIn to identify key people in the company, especially those who are likely to be decision-makers or influencers in the buying process. Understanding their roles, backgrounds, and interests can help personalize your approach.

7. Check for Mutual Connections: While researching, look for any mutual connections who might provide introductions or insights about the company and its culture. A personal referral can greatly enhance your credibility.

Benefits of Thorough Research

  • Tailored Communication: Armed with detailed information, you can customize your communications to address specific business needs, challenges, or opportunities relevant to the decision-maker.
  • Increased Credibility: Showing up well-prepared demonstrates professionalism and respect for the decision-maker’s time, which can help establish your credibility.
  • Strategic Insight: Understanding the broader industry context and the company’s position within it can help you align your pitch with their strategic goals, making it more relevant and compelling.

6. Persistence and Follow-up

Persistence and follow-up are crucial tactics in sales, particularly when targeting decision-makers who are typically inundated with responsibilities and communications. Knowing how and when to follow up can make the difference between closing a deal and missing out on an opportunity. The key is to balance your tenacity with tact to ensure you maintain a positive and professional image.

The Role of Persistence in Sales

In sales, persistence is not merely about making repeated contact; it’s about strategically reinforcing your value proposition while showing respect for the prospect’s time and circumstances. Effective follow-up strategies can demonstrate your dedication and interest in forming a genuine business relationship.

Effective Follow-Up Strategies

1. Timing Your Follow-Ups: The timing of your follow-up can significantly influence its effectiveness. Wait a few days after your initial contact to give the decision-maker time to review any materials you’ve sent. If you’ve had a meeting, a follow-up within 24 hours while the discussion is still fresh is advisable.

2. Use Multiple Channels: Diversify your follow-up methods. If your initial contact was via email, consider a follow-up call for the next step, or use LinkedIn messages if you’ve connected there. Varying the communication channel can keep your interactions dynamic and less intrusive.

3. Provide Additional Value: Each follow-up should add value—include new information, a relevant case study, or an article that speaks to their business needs. This approach keeps the conversation moving forward and demonstrates your commitment to meeting their needs.

4. Keep It Concise and Focused: Be respectful of the decision-maker’s time. Your follow-up should be concise and to the point, reiterating your value proposition briefly and clearly.

5. Schedule Your Follow-Ups: Use tools like CRM software to schedule your follow-ups and keep track of all interactions. This will help you maintain a consistent follow-up cadence without being overwhelming.

6. Accept and Adapt to Feedback: If a decision-maker provides feedback or expresses specific concerns or objections, address these in your follow-up. This shows that you are attentive and adaptable to their needs.

7. Know When to Pause: Recognize when it’s time to take a step back. If a decision-maker indicates they need more time or are not interested, respect their decision. You can ask for permission to contact them again in the future or inquire about a more appropriate time to resume discussions.

The Benefits of Persistent Follow-Up

  • Keeps Your Proposal Top of Mind: Regular, thoughtful follow-ups keep your proposal in the forefront of the decision-maker’s mind without being overbearing.
  • Builds a Relationship: By following up, you show that you are not just interested in a one-time deal but are looking to build a lasting relationship.
  • Differentiates You from Competitors: Many salespeople fail to follow up effectively. Persistent, smart follow-up can set you apart from the competition.

7. Mastering the Art of Communication

Mastering the art of communication is essential in sales, especially when engaging with high-level decision-makers. Effective communication not only involves conveying your message clearly but also actively listening and responding appropriately to your counterpart’s needs and concerns. Here’s how to hone these skills and make every interaction count.

Key Aspects of Effective Communication in Sales

1. Clarity and Conciseness: When communicating with decision-makers, it’s crucial to be clear and concise. These individuals often have limited time, so delivering your message efficiently without unnecessary jargon or elaboration is essential. Get to the point quickly and ensure your message is easy to understand.

2. Active Listening: Effective communication is as much about listening as it is about speaking. Pay close attention to what the decision-maker is saying and, equally important, what they are not saying. This can provide valuable insights into their priorities and concerns, which you can address directly in your responses.

3. Tailoring Your Message: Customize your communication based on the specific needs and interests of the decision-maker. This means adjusting your language, tone, and content to suit the cultural and corporate norms of their organization, as well as their personal preferences, if known.

4. Emotional Intelligence: Be perceptive to the emotional tone of the conversation. Recognizing and responding to emotions—both yours and the decision-maker’s—can help in building rapport and trust. This involves being empathetic, managing your emotions, and maintaining a positive, confident demeanor.

5. Professionalism: Regardless of the mode of communication—be it email, phone call, or in-person meeting—maintain a high level of professionalism. This includes using polite language, appropriate greetings and sign-offs, and a respectful tone.

6. Persuasive Communication: When making your case, be persuasive yet respectful. Highlight the benefits of your proposition in terms that matter most to the decision-maker, such as return on investment, efficiency gains, or risk mitigation.

7. Feedback and Adaptation: Be open to feedback during your interactions. If something in your approach isn’t working, be prepared to adapt your strategy. This flexibility can be critical in maintaining the interest and engagement of the decision-maker.

Techniques for Improving Communication Skills

1. Practice Makes Perfect: Regularly practice your sales pitches and communication strategies with colleagues or mentors. Feedback from these sessions can be invaluable in refining your approach.

2. Study Successful Communicators: Observe and learn from successful salespeople and communicators. Analyzing their techniques can provide insights into effective strategies and help develop your style.

3. Continuous Learning: Engage in ongoing training and education to improve your communication skills. This can include formal sales training, communication workshops, or even online courses.

4. Role-Playing: Simulate sales meetings with a colleague acting as a decision-maker. This can help you prepare for different scenarios and improve your ability to think and respond quickly.

8. Being Prepared for Meetings

Being thoroughly prepared for meetings with decision-makers is a critical factor in successful sales engagements. This preparation demonstrates your professionalism, commitment, and understanding of the decision-maker’s needs, setting a positive tone for the meeting and increasing the likelihood of a favorable outcome.

Importance of Preparation in Sales Meetings

In any sales context, especially when dealing with decision-makers, the impression you make in meetings can be decisive. Well-prepared sales professionals exude confidence and reliability, traits that can significantly influence the decision-making process. Moreover, detailed preparation allows you to anticipate questions and objections, enabling a smoother, more effective conversation.

Steps to Prepare Effectively for a Sales Meeting

1. Research the Decision-Maker and the Company: Before the meeting, spend time understanding the decision-maker’s background, role, and their company’s history, culture, and current market position. LinkedIn and the company’s website are invaluable resources for this purpose.

2. Understand Their Business Needs: Align your offerings with the specific needs and goals of the company. This may require deeper research into industry trends, competitors, and potential challenges the company is facing.

3. Prepare Your Materials: Organize all relevant documents such as market research, case studies, testimonials, product sheets, and pricing structures. Tailor your presentation to address the specific interests and needs of the decision-maker directly.

4. Develop a Clear Agenda: Having a clear, structured agenda helps manage time efficiently and ensures all critical points are covered. Share this agenda with your prospect ahead of the meeting, if possible, to set expectations and prepare them for the discussion points.

5. Anticipate Questions and Objections: Based on your research, anticipate potential questions or objections the decision-maker might have. Prepare clear, concise, and factual responses. This preparation shows that you are thoughtful and have considered the decision-maker’s perspective.

6. Practice Your Pitch: Rehearse your pitch to ensure that your presentation is polished and professional. Consider practicing in front of colleagues or mentors who can provide constructive feedback.

7. Plan for Technical Requirements: If you are using digital presentations or need internet access, ensure everything is in working order beforehand. Always have a backup plan, such as printed copies of your presentation, in case of technical issues.

8. Arrive Early: Being early allows you to set up, compose yourself, and review your materials one last time before the meeting starts. It also shows respect for the decision-maker’s time.

Benefits of Being Well-Prepared

  • Boosts Confidence: Knowing you are well-prepared can significantly boost your confidence, making you more effective and persuasive in your delivery.
  • Enhances Credibility: Demonstrating thorough knowledge of your prospect’s business and industry shows that you are serious and professional.
  • Increases Efficiency: Preparation ensures that the meeting runs smoothly and that time is used efficiently, which is often appreciated by busy decision-makers.
  • Improves Outcomes: The more prepared you are, the better you can handle unexpected turns in the conversation, increasing your chances of a successful outcome.


Reaching decision-makers in the real estate industry is no small feat, but with the right strategies, it is certainly achievable. Networking, leveraging online platforms, utilizing referrals, offering tailored solutions, conducting thorough research, being persistent, mastering communication, and preparing meticulously for meetings are all critical steps in this process. By employing these strategies, you can improve your chances of successfully engaging with decision-makers and advancing your real estate projects.