The Courage to Reach Decision Makers

Most salespeople believe that pushing to reach a decision maker risks being too aggressive. They fear upsetting their contact or losing the relationship.
But here’s the truth: the difference between average and elite salespeople often comes down to knowing it is their responsibility to reach decision makers.

Make a Mindset Shift

Weak mindset:

• “I don’t want to go over anyone’s head.”
• “I don’t want to upset my contact.”
• “They said they’ll share my proposal internally.”

Supportive mindset:

• “It’s my job to reach the person who can decide.”
• “Real progress happens when we’re talking to the right person.”
• “It’s not pushy to seek clarity; it’s professional.”

This isn’t about politics or skipping steps. It’s about fulfilling your role, helping the buyer’s organization make the right decision efficiently and confidently.

If what you sell creates value, getting in front of the person who can say yes is the key to succeeding.

How to Reach Decision Makers (Without Burning Bridges)

• Ask the Right Question
  “Can I join the next discussion when your leadership team reviews options?”
  Simple, respectful, and confident. It signals professionalism, not pressure.
• Lead with Value
  Decision makers care about outcomes, not features. Frame your ask around what they gain:
  “I’d like to walk through how this impacts ROI and production timelines with your leadership.”
• Enlist Allies, Don’t Bypass Them
  Treat your contact as a partner.
  “Would you be comfortable introducing me to the person who makes the final decision?” Builds collaboration, not tension.
• Normalize Executive Access
  Speak as if reaching leadership is standard practice, because it is for top performers.
• Detach from Being Liked
  The goal isn’t to be liked, it’s to be respected. Decision makers respect confidence and clarity.

Real-World Example

A rep at an industrial services company built strong relationships with maintenance managers but rarely closed enterprise deals. After reviewing his pipeline, we found the issue-he never engaged with operations or finance executives.

We made “reaching the decision maker” a required milestone before proposals.
He began asking for introductions early, positioning his request as a way to clarify ROI and reduce delays. Within two quarters, his deal size doubled and his close rate improved by 40%. The change wasn’t in his pitch; it was in his belief.

Key Takeaway

• Reaching decision makers isn’t aggressive; it’s responsible.
• Buyers respect professionals who know where decisions happen and dare to go there.
• When you move from “I don’t want to be pushy” to “I’m responsible for leading this process,” you stop chasing approvals and start driving outcomes.

What you’ve read here is just the surface. Inside the Strategic Sales Council, we go deeper, exploring the mindsets, scripts, and peer coaching moments that help reps confidently and tactfully reach the people who decide.

Learning why decision makers matter is apparent. Learning how to reach them it’s mastery.