Great Business Ideas: Always Deal with Decision Makers

Great Ideas for your Small Business: Always Deal with Decision Makers

the entrepreneur’s challenge is always to operate at the highest level possible; present proposals to the top decision maker, not the gatekeeper; elicit a prompt response; and move on quickly if the answer is “no.” Even when our company was based in the den of my sub- urban Los Angeles home, and later in a converted garage, we always resolved to deal directly with the very top people.

Sure, it raised eyebrows because most of our consulting clients were Fortune 100 companies, but they wanted to work with us because they were eager to sell into the fast- growing entrepreneurial market.

I am convinced we have been so successful because we’ve insisted on dealing with the top decision makers or managers with high-level access. No matter who you are, you can practice this approach. You can write directly to the president or chairman. Briefly outline your product and what you can do for his or her company. In many cases, the top person, or an assistant, will make a note on the letter and direct it back down through the ranks. That notation carries weight.

There are, of course, other ways to make the initial con- tact. Voice mail is a terrific tool for getting through to the person in charge. Most executives have a direct line. Ask to be put through by the receptionist. Call early in the morning or late in the evening—they often work longer hours than their secretaries. Try phoning during the lunch hour, too.

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I should warn you that the “easier at the top” strategy does have pitfalls. Even if the top person signs off on your project, middle managers will sometimes exercise their powerful veto power. And at times they’ll try to sabotage you.

After one project I had nurtured nearly to completion died a slow death from lack of middle management support, I learned that any outsider proposing a new idea to a major corporation must be very aware of the “not invented here” syndrome. It’s a deadly corporate virus that can wipe out a good idea in no time. I share that not to discourage you, but to emphasize how critical it is to have solid support from the decision makers.

That said, be persistent—e-mail a provocative message describing your product. I’m living proof that it pays to start at the top and deal with whoever is signing the checks.