In today’s competitive business landscape, establishing genuine, long-lasting relationships with prospects and clients is essential for sustained success. When aiming to foster strong ties with a company or business, many people focus exclusively on high-level decision-makers, hoping to land a deal by building rapport with top executives. While it's natural to target decision-makers, one of the most powerful ways to secure long-term relationships and success in prospecting is by cultivating connections with low-level employees first.
In this blog, we'll explore why engaging with entry-level and frontline employees is a critical strategy and how it can lead to better results in prospecting.
Why Start with Low-Level Employees?
1. They’re the Foundation of Company Culture
Low-level employees are often the ones who experience and reflect the company’s culture firsthand. By connecting with these employees, you gain insights into the organization’s values, day-to-day challenges, and unspoken rules. This knowledge can be invaluable when tailoring your messaging to resonate with the broader organization.
Establishing rapport with them helps you understand the true needs of the business, which can later be leveraged to make a compelling case to higher-ups. When you understand the company from the inside out, your pitch becomes less about selling and more about offering a meaningful solution.
2. They’re Gatekeepers and Influencers
While low-level employees may not directly influence purchasing decisions, they often have access to decision-makers and can play a critical role in introducing you to the right people. A positive relationship with them can make them advocates for your product or service internally, giving you a warm introduction when the time is right.
For example, if you’re trying to reach the head of a department, having a positive relationship with someone who works directly under that leader can lead to introductions or endorsements that are difficult to achieve otherwise.
3. They Offer Insights You Won't Find Elsewhere
Low-level employees handle day-to-day tasks and are more familiar with operational challenges than most higher-level executives. By building relationships with these employees, you’ll gain access to a goldmine of information that may be overlooked in high-level discussions.
Understanding these operational pain points allows you to refine your pitch to address specific issues, making your offering more relevant and valuable. In other words, you can demonstrate that you’re not just offering a generic solution—you’re solving a real problem they face every day.
4. They’ll Remember You
Employees at all levels of a company may change roles, get promoted, or move to different organizations. Low-level employees you connect with today might become decision-makers tomorrow, either within the same company or somewhere else.
By building relationships early on, you’re establishing a network of contacts who may one day be in a position to influence decisions directly. When they eventually step into leadership roles, they’ll remember you as someone who took the time to engage with them from the beginning.
5. It Shows You Value the Entire Organization
When you take the time to build relationships with employees at all levels, it shows that you respect and value everyone’s role in the organization—not just those who hold the power to make immediate purchasing decisions. This inclusive approach can build trust and reinforce the perception that your organization cares about fostering genuine, long-term partnerships.
Executives notice how their employees are treated by external vendors. If low-level employees speak highly of you, it can positively impact decision-makers’ opinions of your company.
How to Build Relationships with Low-Level Employees
Now that we’ve explored why it’s beneficial to connect with low-level employees, here are some actionable steps you can take to build meaningful relationships:
1. Engage on Social Platforms
Follow and engage with employees on LinkedIn or other professional platforms. A simple like or comment on their posts can open doors to further communication. This shows that you’re genuinely interested in their perspective.
2. Personalize Your Outreach
Rather than sending a generic message, make your outreach relevant and personal. Mention any mutual connections or shared interests, and let them know you’re interested in learning about their role and any challenges they might face.
3. Ask for Insights, Not a Sale
In your initial interactions, focus on gathering information rather than pitching. Ask about their experience with current solutions and what they would change if they could. This allows you to position yourself as a learner, which can build rapport and make them feel valued.
4. Attend Industry Events
If possible, attend events where you can meet employees from different levels within the company. Casual, in-person interactions can sometimes create bonds faster than virtual ones. Use this opportunity to establish common ground and listen to their experiences.
5. Provide Value Without Expectation
Send relevant resources or industry insights that might help them in their role. Whether it’s a whitepaper, a case study, or a recent article, sharing valuable content shows that you’re invested in their success and are not merely focused on making a sale.
Conclusion
Building deep, meaningful relationships with companies requires more than just targeting the decision-makers. By engaging with low-level employees, you gain valuable insights, establish a network of future leaders, and show that you respect and value all levels of the organization. This approach not only strengthens your pitch but also builds the foundation for long-term success in your prospecting efforts.
In the end, success in prospecting is not only about closing deals; it’s about creating connections that last. By starting with low-level employees, you’re planting the seeds for stronger relationships, more trust, and better results. Embrace this approach, and you may be surprised by the positive impact it has on your business relationships and your prospecting outcomes.
Why Building Relationships with frontline team members is Key to Prospecting Success