GREAT 1 IDEA: Always Deal with Decision Makers

An entrepreneur's goal is to operate at the highest level possible. You'll increase the odds of making a deal if you pitch the decision maker, whether that person is another business owner or a corporate executive. Your mission is to get to the person who writes the checks and move on to the next opportunity if the answer is “no.”

Even when The Applegate Group Inc., my multimedia communications and consulting company, was based in the dining room of our suburban Los Angeles home, I resolved to always deal directly with the top person. My strategy raised eyebrows, but as a financial writer, I was interviewing and profiling decision makers every day. Companies claim to empower employees and work collaboratively, but the truth is, someone has to say “yes” or “no.”

It took courage to quit my prestigious job at the Los Angeles Times to write a weekly small business column, write books, and consult with big companies selling products and services to small business owners.

I was very lucky. My first client was American Express. The corporate card group wanted to sponsor a weekly small business report on National Public Radio. I was upset when NPR turned us down, because they already had a corporate sponsor for small business coverage, but we took the idea to CBS Radio. My syndicated Succeeding in Small Business report aired for about four years and launched my speaking and consulting career.

We've flourished through the years by pitching marketing concepts, television programs, business events, and independent films to the people who can “green light” a project. You might be thinking, “Well, it's easy because you are Jane Applegate and people know who you are.” Not so. No matter who you are, it's worth aiming high. You have nothing to lose by sending a short and focused handwritten note (not e-mail) to the founder, president, or chairman of a company you want to do business with. Worst case, your note will be read by an assistant and may forward it to the appropriate person down the chain of command.

I know everything is moving online, but letters cut through the clutter. I once sent a story pitch via Priority Mail to the executive producer at 60 Minutes. Two days later, his assistant called me. She said my letter was the only piece of mail on his desk. He read it and asked a producer to call me right away. (They passed on the story, but I know it was considered, which impressed my client.)

And don't be shy about using all your contacts—even personal ones. For example, I was chatting with a neighbor who is executive vice president of a big bank. I mentioned that I was looking for companies to give this book away to small business customers. He passed along my pitch to his business banking team. No matter what happens, I know my proposal got to the right person, with a note from a top executive.

Remember, you have only a few seconds to make your pitch to a busy person. Focus on how your service, idea, or product can help their company beat the competition. If you don't get a response to your letter, call the company's main number early in the morning or after 5 pm. Ask the receptionist to connect you to the person's direct line. Powerful executives usually work longer hours than their subordinates and assistants. I've reached many top executives working at their desks during the lunch hour, too.

I should warn you that this “easier at the top” strategy has pitfalls. Even if the top person signs off on your project, middle managers may feel threatened. They will most likely sabotage your project. I've encountered this resistance to my projects many times, but most of the time, things work out if you keep the lines of communication open.

The “not invented here” issue can kill a good idea. I share this not to discourage you, but to emphasize how critical it is to have open and constant support from the decision maker who hired you. Keep in touch with that person and make sure they know how things are going.

Be creative and persistent. Find someone who knows your prospect and ask them to introduce you. Remember, people do business with people they know and like.