Part 8 of 8 – Guy Kawasaki small business advice series; Small business owners – don’t assume you know who the decision maker is.
In this video, Guy Kawasaki stresses the importance of enchanting all the influencers. When trying to acquire clients as a small business owner, don’t make the mistake of assuming who the decision maker is and focus solely on them – usually, the decision maker is not the person you assume it to be.
You need to deal with all the influencers in an area including those at the middle and lower levels of the company. You’ll have greater success getting through to the people that can really understand your ideas and propositions.