The Salesperson’s Nightmare

Imagine this. You’ve spotted a dream account. The company is expanding. The timing is perfect. You know your solution can add immense value.

But here’s the problem…

• The company website? Only a generic info@company.com.
• LinkedIn? Hundreds of employees, none with relevant titles.
• Calls? Straight to voicemail or reception with no clarity.

You’ve just hit the wall every salesperson fears: How do you find the right decision-maker when they are invisible?

This is where many give up. But the best salespeople? They know how to crack the invisible maze.

The Wall Every Salesperson Hits

A few years ago, a client of mine, let’s call him Arjun – he was chasing a large logistics deal in the oil & gas industry. He had done his research, prepared his pitch, and even mapped the company structure. But when he tried connecting, the company website listed only generic emails like info@company.com. LinkedIn showed hundreds of employees but none tied directly to operations.

Frustration set in. Weeks passed with no progress. Finally, Arjun realized: the problem wasn’t lack of information, it was lack of strategy to navigate the invisible web inside companies.

This is where most salespeople get stuck. But the truth is: decision-makers are rarely visible online. You have to learn to find the invisible paths to reach them.

Instead of giving up, Arjun took another route. He built rapport with a junior admin staff through a polite inquiry, asking, “I may have the wrong person—could you guide me to who usually handles XYZ?”

That admin quietly handed him the name and direct line of the real decision-maker. Six months later, Arjun closed a Million dollar contract, all because he knew how to find the invisible contact.

Why This Matters

In B2B sales, the person you’re selling to is rarely the one you see online. If you don’t know who holds the pen of authority, you’ll:

• Waste weeks with gatekeepers.
• Pitch to people who can’t say “yes.”
• Lose to competitors who cracked it faster.

Finding the right contact isn’t just about resourcefulness, it’s a test of your sales creativity, persistence, and emotional intelligence.

Mapping the Invisible Org Chart

Before you act, pause and imagine: If I worked in this company, how would the buying decision for my solution likely happen?

Every industry has typical buying influencers:

• IT Solutions → CIO/IT Director as decision-maker; Finance, Operations, HR as influencers.
• Healthcare Equipment → Procurement as decision-maker; Doctors, Nursing Heads, Finance as influencers.
• Construction Services → Project Director/Procurement as decision-maker; Site Managers, Sustainability, Finance as influencers.

The trick? Don’t chase the ultimate buyer first. Start with likely influencers who can become your internal advocates.

The Hidden Pathways Playbook

Step 0: Finding Your Entry Point

Before you can build an internal chain, you need to enter the chain. Practical routes include:

• Leverage your network: Ask peers, alumni, LinkedIn connections if they “know someone inside.” Lower the ask—aim for a conversation, not a sales intro.
• Walk the front door: Dropping off materials or politely asking reception “Who should I leave this with?” often reveals names.
• Events & associations: Look for their team at trade shows, panels, or industry forums. These contacts may not buy but can direct you.
• Suppliers & partners: Vendors and partners usually know who manages what inside.

Once you have a thread, move to Step 1.

Step 1: The Internal Chain Method

Start with anyone close to the department. Ask for guidance instead of pushing a pitch.

Example: A healthcare rep secured the Head of Operations by first building trust with a junior assistant.

Step 2: Cross-Function Sleuthing

When procurement isn’t visible, knock on adjacent doors, Finance, IT, or Operations. They often know who really signs.

Example: A SaaS rep asked Finance about invoicing. Ten minutes later, he had the IT Director’s email.

Step 3: Network Intelligence

Don’t push for introductions. Instead ask, “Can you help me understand how decisions are made at your company?” Process insights often reveal names.

Example: One salesperson secured a Fortune 500 account after a college alumnus explained the decision flow.

Step 4: Indirect but Effective Routes

Industry events, vendor networks, or even reception calls (if respectful) still work. 👉 Example: A construction supplier got connected to the procurement head after asking the receptionist, “Who would new suppliers usually speak with?”

What NOT to Do ❌

• Don’t spam info@company.com with generic pitches.
• Don’t guess titlea, What’s “Head of Business Development” in one firm could be “Client Relations” in another.
• Don’t bulldoze gatekeepers, they are the very people who can unlock doors if treated with respect.

A Simple Memory Hook: P.O.I.N.T.

When lost, remember to make your POINT:

• People-first (any contact is better than none)
• Outreach across functions
• Inquire about process, not names
• Network smartly
• Try indirect touchpoints

In My View

The real test of a salesperson is not how well they pitch when in front of a decision-maker… but how creatively they find that decision-maker in the first place. The maze isn’t designed to keep you out, it’s designed to test your patience, persistence, and intelligence. If you can navigate it, you don’t just win the deal, you win trust.

Over to You

👉 What’s the most unconventional way you’ve reached a hidden decision-maker?