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What are the best ways to identify key decision makers in a new technical sales market?

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If you are a technical sales professional, you know how important it is to reach the right people in your target market. But how do you find out who they are, what they need, and how to convince them of your value proposition? In this article, we will share some of the best ways to identify key decision makers in a new technical sales market and increase your chances of closing the deal.

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Liz Cross

Busines Development Consultant in Financial Services at Liz Cross Consulting: Support in Development &Financial…
Marcel Sim

Growing Dash0 - Empowering Developers by making o11y easy - Observability & OpenTelemetry Enthusiast | ?? max insights…
Ammar Khan

Helping High Achievers Turn Their Stories into Lasting Impact – From Writing to Worldwide Reach

1 Research the market

Before you start contacting prospects, you need to do some homework on the market you are entering. What are the main trends, challenges, and opportunities in the industry? Who are the major players, competitors, and influencers? What are the common pain points, goals, and expectations of the customers? You can use various sources of information, such as industry reports, trade publications, social media, forums, blogs, podcasts, webinars, and events, to gather relevant insights and identify potential leads.

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Umar Lateef

Head Replicant @ Replicate.so (Bug Reporting) | Co-Founder @ Earlybird.so (Lifetime Deals)
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When entering a new technical sales market, comprehensively research the competitive landscape, buyer personas, and trends shaping that industry. Review recent funding patterns, merger activities, regulatory shifts and innovation whitepapers that indicate priorities. Identify key venues, associations, conferences, and publications that bring influencers together. Progressively compile intelligence to map the ecosystem of everything impacting and connecting decision makers.

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Lola Gallardo

Consultora empresarial /??/ Asesora de ventas
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La experiencia me ha llevado a la conclusión de que para realizar una venta, sea del producto o servicio que sea, lo que marca la diferencia es conocer las necesidades y deseos del cliente. Si realmente llegamos al fondo de su motivación y el coste está dentro de su alcance, la venta está prácticamente hecha.

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2 Segment your prospects

Once you have a list of prospects, you need to segment them based on their profile, behavior, and needs. You can use criteria such as company size, location, industry, revenue, growth, budget, technology, and purchase history to group your prospects into different categories. This will help you tailor your message, offer, and approach to each segment and focus on the most qualified and promising ones.

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Umar Lateef

Head Replicant @ Replicate.so (Bug Reporting) | Co-Founder @ Earlybird.so (Lifetime Deals)
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Segment potential prospects by company size, technical sophistication, role responsibilities and primary business objectives. This differentiation reveals variance in key purchasing drivers - security, scalability, TCO etc. Targeted positioning and messaging then resonates better with each distinct subgroup versus one-size-fits-all.

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3 Map the decision-making process

After you have segmented your prospects, you need to understand how they make decisions and who is involved in the process. You can use tools such as LinkedIn, ZoomInfo, Hunter, or Apollo to find out the names, titles, roles, and contact details of the decision makers and influencers in each organization. You can also use questions, surveys, referrals, or social proof to verify and validate your findings. You want to map out the decision-making process, such as who initiates, evaluates, approves, and signs off on the purchase, and what are their criteria, preferences, and objections.

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Umar Lateef

Head Replicant @ Replicate.so (Bug Reporting) | Co-Founder @ Earlybird.so (Lifetime Deals)
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Visually map the decision journey by identifying all technical and business approval stakeholders involved. Interview them to diagram internal selection processes - requirements gathering, budget approvals, compliance sign-offs, PO issuance. Expose any hidden organizational landmines early in the sales cycle.

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4 Build rapport and trust

Once you have identified the key decision makers, you need to establish a rapport and trust with them. You can use various channels, such as email, phone, social media, or video, to reach out to them and start a conversation. You want to show that you understand their situation, challenges, and goals, and that you can offer a solution that meets their needs and expectations. You also want to demonstrate your credibility, expertise, and value by sharing relevant content, testimonials, case studies, or demos.

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Umar Lateef

Head Replicant @ Replicate.so (Bug Reporting) | Co-Founder @ Earlybird.so (Lifetime Deals)
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Establishing authentic rapport and trust with unfamiliar prospects in nascent markets requires consultative questioning, industry insights sharing, and solution fit validation through proof-of-concept trials rather than feature selling alone. Patiently earn influence.

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5 Nurture the relationship

Finally, you need to nurture the relationship with the key decision makers until they are ready to buy. You can use tools such as CRM, automation, or analytics to track and manage your interactions and follow-ups. You want to provide consistent and personalized communication, education, and support throughout the buyer's journey. You also want to overcome any objections, address any concerns, and handle any negotiations that may arise. You want to move the decision makers from awareness to interest to desire to action.

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Marcel Sim

Growing Dash0 - Empowering Developers by making o11y easy - Observability & OpenTelemetry Enthusiast | ?? max insights ?? all the fun and a lot of sleep ??
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Sorry to say but from my pov it is as easy as it will sound and is able to be described in one word: ASK <-?? Just ask it and the one on the other side will tell you or not. If not find the reason and ask again how to get the info and from whom. With this you also qualify relationship and get to your goal in lightning speed.

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Umar Lateef

Head Replicant @ Replicate.so (Bug Reporting) | Co-Founder @ Earlybird.so (Lifetime Deals)
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Nurture executive relationships in new markets through regular value exchanges - share articles on emerging industry trends, facilitate insider peer advisory groups, host executive roundtables and VIP events to lock in privileged CXO access. Earn trust through insight and access generosity without hard selling.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Liz Cross

Busines Development Consultant in Financial Services at Liz Cross Consulting: Support in Development &Financial Training
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It's important to be aware of not just the product area an individual works in, but to understand what the required or desired skill set can accommodate. For example: a specialist in cash flow modelling may be able to add a new dimension to the next meeting, for example able to explore a change of direction for a client, maybe investing in learning a new skill via a new visual system, which identifies client needs ...

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Ammar Khan

Helping High Achievers Turn Their Stories into Lasting Impact – From Writing to Worldwide Reach
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All of the above criteria are perfect one thing I wanna add into: Just ask Qualifying questions that sit! And Create buyer personas For example: You can say something... Can you walk through your company's decision making process when it comes to solving a problem like this?

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Liz Cross

Busines Development Consultant in Financial Services at Liz Cross Consulting: Support in Development &Financial Training
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Think about what you would want from an adviser if you were the client, having prepared pre meeting data & other relevant information gathering.Remember, empathy is key to mavaging any successful relationship

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What are the best ways to identify key decision makers in a new technical sales market?

1

2

3

4

5

6

1 Research the market

2 Segment your prospects

3 Map the decision-making process

4 Build rapport and trust

5 Nurture the relationship

6 Here’s what else to consider

Technical Sales

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What are the best ways to identify key decision makers in a new technical sales market?

1

2

3

4

5

6

1 Research the market

2 Segment your prospects

3 Map the decision-making process

4 Build rapport and trust

5 Nurture the relationship

6 Here’s what else to consider

Technical Sales

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