What to Say When You're Not Talking to the Decision Maker

What to say when you're not talking to the decision maker can turn a "wrong person" into a champion or a warm intro. Most reps give up or leave a generic voicemail. The ones who advance the deal ask for an introduction, qualify the path, and use the contact as a potential internal advocate. Here's the playbook.

Why This Isn't a Dead End

Champions matter — The person who answers may influence the decision or control access
Warm intros convert — A referral from a colleague converts 5× higher than a cold outreach (Salesforce)
They might be a buyer — "Not the decision maker" can mean "I'm not the only one" — they may still be in the process
They know the landscape — They can tell you who to talk to, what matters, and how decisions get made

The Framework: Qualify, Ask, Advance

1. Qualify Their Role

"Who typically handles decisions around [topic]?"
"Are you involved in the evaluation, or is it someone else's domain?"
"When you've made similar decisions, who else was in the room?"

2. Ask for an Introduction

"Would you be comfortable introducing me? I can send a brief note you could forward."
"Would it make sense for the three of us to jump on a quick call? That way I can answer their questions directly."
"Is there someone on your team I should talk to? I'd love an intro if you're willing."

3. Create Value for Them

"I'm happy to share what we're seeing in the market — might be useful for you too. Would an intro to [decision maker] make sense?"
"If I send you a one-pager, could you pass it along with a note that you thought it was relevant?"

Word-for-Word Responses

The Intro Request

"Appreciate you being upfront. Who on your team typically handles decisions around [problem area]? I'd love an intro, and I'm happy to position it as something you flagged as relevant."

The Champion Response

"Even if you're not the final decision maker, your perspective matters. Would you be open to a quick call where I share what we're seeing? If it resonates, an intro to [decision maker] would be incredibly helpful."

The Path Response

"No problem. Can you point me in the right direction? Who would I talk to, and what's the best way to reach them?"

The Group Call Response

"Would it be helpful to schedule a group call where I can answer questions from the full team? That way everyone hears the same information and you can make a faster decision."

What Not to Say

"Okay, thanks" and hang up — You've learned nothing and advanced nothing
"Can you transfer me?" — Puts them on the spot. Ask for an intro instead.
Dismiss their role — "I need to talk to someone who matters" — They may block you entirely

Practice Gatekeeper and Authority Scenarios

Reaching the right person is a skill. Practice gatekeeper scenarios and authority objections with AI to refine your approach before live calls.

Practice reaching the decision maker →