Approaching decision-makers
🔒Join free to watch this video lessonFree account · takes 30 seconds · no card neededJoin free & watchAlready a member? Log inSenior people are busy and protected. Learn how to earn their attention with relevance, warm paths, gatekeeper respect and multi-threaded outreach.
In this lesson you’ll learn to
- I lead with relevance and a trigger
- I look for warm paths first
- My cold message is short with a small ask
- I treat gatekeepers as allies
- I contact both senior buyers and champions
Earn the right to their time
Executives respond to relevance: a specific insight about their business, a peer’s result, or a timely trigger. Generic pitches are ignored.
Warm paths first
• Mutual connections who can introduce you.
• Existing customers in the same industry who will act as a reference.
• Events, webinars or communities where they already engage.
• Engaging thoughtfully with their LinkedIn posts before reaching out.
Going in cold
Keep the first message short: why them, why now, the outcome you deliver for similar companies, and a small ask (“Worth a 15-minute call next week?”). Mention the trigger you noticed.
Gatekeepers are allies
Assistants and receptionists decide what reaches the boss. Be polite, honest about why you are calling, and ask for advice: “Who usually looks after your phone systems
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