Originally published on Forbes in Jan 2026. This article has been republished here.
How To Use Value-Driven Outreach To Open Doors With Decision-Makers
When expanding your business or launching a new product, how do you move past the gatekeepers and reach key decision-makers when cold calling and generic emails no longer cut it? Oftentimes, gaining access to executive movers and shakers is less about persistence and crafting the best sales pitches and more about building brand credibility before asking for attention.
To get you on a smarter path to becoming a reliable source for potential customers, below, the Forbes Business Development Council members each share their own ideas for gaining better access to executives who can broaden your reach and elevate your company’s network of allies.
1. Share Your Solution For A Current Business Challenge
You must tie your outreach to a current and pressing business problem they are facing. Offering a particular insight into their industry or business, leveraging a referral from another senior executive or creating a compelling reason to meet will increase your chances of success. – Ray Makela, Sales Readiness Group, a part of SBI
2. Ask A Trusted Mutual Contact To Refer Your Business
Lead with a warm intro: Ask a trusted mutual contact for a two-line referral that names the specific problem you solve and why it matters now. It beats cold outreach by a dozen miles. – Tomer Warschauer Nuni, PRIM3 Capital
3. Determine The Quality Of Your Data Intelligence
Evaluate data providers not just for contacts but also for context. Your success depends on reaching the right decision-makers at the right place and at the right time. That means finding a partner who doesn’t just sell you a prospect list, but has intelligent first-party data that reveals which buyers are in-market, what motivates them, and how best to activate their interest and keep them engaged. – Chris Vriavas, pharosIQ
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4. Nurture Your Network
Nurturing your network throughout the year—not just when you’re looking to access a decision-maker—builds your reputation and community of trusted connections. By investing your time and energy consistently, it becomes easier to ask for an introduction or referral when you’re in need of a helping hand. – Hayden Stafford, Seismic
5. Demonstrate Accountability For Delivery And Outcomes
Access to decision-makers comes from trust. The most effective way is to prove early that you take responsibility for outcomes, not just delivery. Senior leaders open the door when they feel you understand their risk and will stand with them if things get difficult. It shifts you from “another vendor” to someone worth engaging at the top level. – Anna Jankowska, RTB House
6. Share Something New
Bring decision-makers something they don’t already know—for example, market intelligence, a trend analysis or an opportunity they haven’t quantified yet. When value comes first, access follows. Once leaders trust you as someone who can guide them toward success and innovation, the probability of winning the deal increases dramatically. – Jonathan Levanon, Sapiens
7. Establish An Open Dialogue With Key Decision-Makers
You must maintain access and keep an open conversation with key decision-makers at all times—and not only when you “need” them. Remaining connected allows for casual and constant dialogue that is informative and creates a relatable opportunity to reach out when you do have business growth opportunities. – Jenny Nail, Oldcastle APG
8. Start With A Benefit Statement
With our average attention span of eight seconds, the adage, WIIFM (“What’s in it for me?”), is more relevant than ever. Practice kicking off your sales pitch with a benefit statement to gain attention. Then, complement it with storytelling, coupled with preemptive objection handling afterward. This approach becomes more beneficial in time-crunched meetings but still centers on key decision-maker value creation. – Mustansir Paliwala, Zomara Group
9. Write A Personalized Email Under Three Sentences
Leverage lead magnets: Send a personalized piece of analysis or a proprietary white paper (not generic content!) addressing the decision-maker’s specific company, role or top strategic problem. The email must be under three sentences: State the relevance to their role and offer it with zero immediate ask. This establishes executive influence and expert status, superseding vendor relationships. – William DeCourcy, AmeriLife
10. Explain Your Ability To Help Companies Save Time And Money
The best way to gain access to key decision-makers is to come with value, not with a request. When you show that you understand their goals, their market and can offer a solution that saves them time or money, doors open much faster. – Valeri Manziuk, UFIRST Production
11. Build Relevance To Close The Sale
The best strategy is to lead with value. Leaders aren’t going to want to listen to a sales pitch. Instead, in business development, it’s critical to show them that you understand their world and can offer a solution no one else can deliver quite like your company can. Warm introductions are great, but relevance is what closes the sale. – Wayne Elsey, Funds2Orgs
12. Earn The Curiosity Of Executives
Stop chasing executives—earn their curiosity. The best practice isn’t another email sequence or networking hack; a decision-maker will ignore a pitch, but they won’t ignore a perspective that makes them rethink their own strategy. – Adam Goff, Box, Inc.
13. Research Market Demand And Customer Needs
Successful products are born from market demand and customer needs. Thorough research ensures relevance before launch. When demand aligns with your solution, engaging key decision-makers becomes easier, sparking interest and driving participation in the journey. – Karn Srivastava, Amdocs
14. Ensure Your Brand Aligns With Their Priorities And Partnerships
Tap into partnerships and ecosystems your buyers already trust. Industry groups, aligned vendors and shared customers can open doors faster than cold outreach. When your expansion or product aligns with their priorities, warm introductions carry more weight and lead to real conversations. – Michael Fritsch, PMP, SavvyCOO
15. Educate People About Your Value In Under One Minute
Send executives short, friendly summaries: quick bullet insights, relevant benchmarks or even a 60-second video that breaks down a trend in their industry. If they can understand the value you bring in under a minute, you’ll get the follow-up. – Bryce Welker, The CPA Exam Guy
16. Ask Your Current Customers For Endorsements
Turning to existing customers for distinguished referrals remains the most graceful and influential path to senior decision-makers, as their trust becomes a powerful currency in your favor. Their endorsement ushers you into rooms that are otherwise inaccessible. “A referral is a conversation that begins already leaning toward yes.” – Praneeth Kudithipudi, Sacumen
17. Avoid Sales Speak
Identify a decision-maker’s most pressing challenge through thorough research and analysis. Frame your outreach (ideally through a warm introduction) by offering a highly specific, concise solution or insight that delivers tangible value. Don’t sell your product; sell the credible solution to their biggest headache. – Hashim Syed, Google
