Are You Selling Wide Enough? Why More Contacts = More Sales
One of the most overlooked strategies in sales is simple – expand your contact map.
We all know the classic advice: “Sell to the decision maker.”
And yes – ultimately, someone has the authority to sign off on your solution.
But in reality, the decision-maker is rarely alone. Buying decisions, especially in B2B, are increasingly collaborative.
In Miller Heiman’s Strategic Selling model, we’re reminded there are multiple buying influences in any organisation:
- The Economic Buyer (Decision Maker) – the one who signs the cheque.
- The Coach – your internal champion, who gives you insight and advocates for you.
- The User Buyer – the person or team who lives with your solution every day.
- The Technical Buyer – the gatekeeper who checks fit, risk, and compliance.
Now, think about one of your current clients or prospects – say, a medium-sized manufacturing company. You’re talking to one person – the Operations Manager.
Great.
But here’s the reality:
In that business, there are potentially 10 or more stakeholders who could influence, block, or accelerate your deal.
Here’s an example of possible contacts:
|
Role |
Why they matter |
|
Owner / CEO |
Sets strategy and budget priorities |
|
Operations Manager |
Oversees efficiency and processes |
|
Warehouse Manager |
Manages logistics and stock |
|
Production Manager |
Focuses on output and quality |
|
Marketing Manager |
Cares about customer perception |
|
Sales Manager |
Needs tools to sell more |
|
Customer Service Manager |
Delivers customer experience |
|
Finance Manager |
Approves spend and ROI |
|
Office Manager |
Keeps admin and support running |
|
IT Manager |
Ensures systems work and data is secure |
If you only have one contact, you’re leaving at least 9 opportunities on the table.
Why does this matter?
Because every one of these stakeholders:
- Has a different pain point your solution might solve.
- Could advocate for you in internal discussions.
- Could introduce you to others you wouldn’t otherwise meet.
When you map out and engage across the organisation, you:
- Build trust and familiarity with the whole team.
- Reduce risk if your single contact leaves.
- Unearth more opportunities (cross-sell, upsell).
- Gain real insight into how decisions are made internally.
Your Action Plan:
- For each client or prospect, list all the possible relevant stakeholders.
- Use LinkedIn, CRM notes, and discovery calls to identify their names and roles.
- Set a target: Aim to build relationships with at least 3-5 contacts per account.
- Customise your message for each – speaking to their specific priorities.
If you’re only talking to one person, you’re not selling a solution – you’re hoping for a miracle.
So, go wider. Go deeper. And watch your win rates climb.