It is important to understand the difference between decision makers and influencers. Many sales professionals often confuse the two wasting valuable time and energy by pitching the wrong person.
An influencer may hold a budget and in fact be able to sign a contract, however, depending on the size or nature of the proposed transaction may actually need to seek a higher authority before signing off on the deal. Always aim to speak with the person who has the final decision on your proposal.
Non decision makers cannot say YES, but they cannot say NO either!
Therefore, from experience, it is always best to adopt a top down approach when pitching your product to a potential prospect. When being referred down to another person within the organisation always ensure you use a process of qualification to ensure you are being referred to the correct person.
Through your research hopefully you will be able to obtain the direct or cell phone number for your prospect. This can usually be done by searching the prospects web site or searching the internet for publications and articles. Social media platforms or associations are also a useful source of contact numbers.