Finding The Decision Maker is Critical
A number of times during the TRAFFIC conference, I was asked how I am able to close end user deals. I would never claim to be exceptional at this because I don’t do deals with end users in large quantities, I have had good luck reaching end user prospects to at least get an answer for them. I’ll share a few tips for how I find out the decision maker.
In my opinion, sending highly targeted emails is the way to go and worth the extra time. There are people out there who send hundreds of emails to a huge prospect list, but I can’t imagine that has a high success rate on a good quality domain name. If I was looking to sell Speechwriter.com, I wouldn’t send emails to speech recognition companies just because they share the word “speech.” I would send emails to companies that offer speech writing services.
Similarly, I don’t like to send general emails to companies and hope they are routed through to the right decision maker. I do research before sending emails so I can find out who the most likely decision maker is. I would always rather guess wrong about the decision maker than send an email to a general mailbox since the person I target will likely pass my message along, but a customer service agent may not do the same. I have found this research to be well worth the time.
When trying to sell a domain name to a large company, it’s likely that you’ll want to speak with a person who holds one of the following job titles:
- Chief Marketing Officer (CMO)
- Chief Technical Officer (CTO)
- Online Marketing Manager
- Marketing Manager
- Business Development Officer
- VP of Sales
Some companies have positions that are similar to these positions, but I have found that these people are generally the decision makers for large companies.
When trying to sell a domain name to a small or medium sized company, it’s likely that you’ll want to speak with a person who holds one of the following job titles:
- Director of Marketing
- Marketing Manager
It’s very important that you are able to get in touch with these people directly. You can possibly email the wrong person and still be put in touch with the right person, but I don’t always find that to be the case, especially with a large company. When an email is routed through the customer service channel, they sometimes delete it like they would likely delete all of the spammy SEO emails that come through on a daily basis.
My feeling is that the extra time researching prospective buyers is well worth it. I might not sell a huge volume of domain names, but my success rate in contacting the right person at a company is pretty good. I attribute it more to the effort I put into contacting prospects than anything else. Unfortunately, I don’t think there are automated tools that can do this.
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