Getting Appointments with Decision Makers

By July 1, 2018 No Comments

Now, we need to build the database deeper. Once you have identified the target verticals, you should understand which industry professionals to reach out to.

The more that you understand your target buyer, the better that you can then tailor your message to meet their needs and speak to their individual pain points.

What Roles Should I Target?

The simplest way to get appointments with decision-makers is by identifying who the power user of your product or service would be and what roles they typically have.

For example, if you are selling a high-tech HR management solution, you would begin by asking yourself, “who would be the primary individual using this product?” We know that individuals with the title “HR Manager” or “Director of HR” would benefit from using a powerful HR management solution, so our starting point would be targeting to those two roles.

By doing this early on, you won’t spend as much time during your outreach bouncing from department to department in a wild-goose chase to find the right person.

Getting Appointments with Decision Makers - Buyer Personas

Sales Personas

Now that you have identified the specific titles and roles, you can break down your persona into three categories:

  • evaluator
  • influencer
  • decision maker

It’s important to know that each persona has a unique role in the overall decision-making process. Depending on which persona you are talking to, your SDR team will want to tailor their messaging to resonate with the end user.

Each persona is going to have different needs and priorities and it’s the SDRs job to identify what those are. One thing that SDRs forget to do is to consider all the internal dynamics that go into the purchasing decision.

In order for us to identify the needs of the end user, we need to understand what makes the three sales personas unique:


  • This is the 1st touch point and main point of contact through most of the appointment setting outreach.
  • They might be tasked to find a new product or service by the VP or Director.
  • The evaluator will deliver their research and findings to the Influencer and/or Decision Maker.
  • Depending on the size of the organization, this persona is typically held by a Manager or Specialist-level employee.


  • The influencer receives feedback from the evaluator either indirectly or directly.
  • They are not the end-user of the product but the decision-maker will consult them on the perceived benefits or drawbacks.
  • Often Influencers are a Director of the same or adjacent department as the Decision Maker.

Decision Maker

  • Controls the budget, and has the final say on whether the purchase should be made.
  • May not even see the product, but relies on the influencer and the evaluator to identify the value in the product or service for them.
  • The decision maker typically delegates the evaluation and research to the Influencer and Evaluator.
  • Typically a VP or C-level Executive.

Keep in mind there is a direct relationship between average-selling price and decision-making power.

In other words, if the ASP is low, then the individual with the final say is of lower rank. For example, if you’re selling a low-cost license product, then the company most likely won’t need to get upper-level management’s approval and the decision maker might be a manager or director.

In contrast, an expensive larger-enterprise solution will likely need to be approved by a C-level executive or by Decision-Makers and Influencers from multiple departments. Keep this in mind as you tailor your message and begin your outreach efforts. You may actually be talking to the evaluator AND decision-maker depending on the company size.

For this reason, it’s important to understand how companies typically run in your particular industry.

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