Step 1) Leveraging Common Connections on LinkedIn
Use LinkedIn to find out if you or any of your colleagues have a common connection at your targeted company. If you’re lucky enough to find one, ask for an introduction to someone at said company who is or knows the decision maker. You may be able to avoid outbound all together!
Of course, most deals aren’t going to be that easy. If you don’t have any common connections, move to Step 2.
Step 2) Mapping the Organization
Now it’s time to start mapping the org. If it’s a public company, take a look at their 10-K filing. If it’s a private company, it’ll take little more work. Using advanced searching, Sales Navigator and visiting profiles, you’ll be able to make an educated guess on the likely decision makers and begin reaching out.
If it’s a particularly large company and you have a dozen or more potential decision makers but can’t decide who to pursue, proceed to Step 3.
Step 3) Narrowing Down by Visiting Profiles
With your narrowed list of leads, it’s time to start diving into each individual profile. There are two main things to look for.
Length of Service: Look at how long target prospects have been in their current positions. For example, if a VP has only been at that company for two months but a Director has been there for three years, chances are the Director has more influence and buying power.
Skills and Endorsements: Looking at this can give you a sense of who is qualified to make this type of decision. For example, you can look at tools they use, management skills they possess (like coaching), or the tactical skills someone must have to really understand your product.
Step 4) Starting an Outbound Campaign
By this point, you should have a great idea of who to target, but if you still don’t no problem. Either way, it’s time to start your outbound sales campaign.
There are two approaches you can take: top-down and bottom-up.
Ethan Stark
