During ExecuNet’s monthly meeting of coaches and strategists, one strategist share an all too familiar story: Despite impressive experience, John was struggling to connect with decision-makers. As the strategist shared his situation, it was clear he was making the classic mistakes of leading with a generic message, focusing on what he wanted, and giving up too soon.
For executives looking to advance their careers or drive business growth, building relationships with key decision-makers is essential. However, many find it challenging to break through the noise and establish meaningful connections with top-level leaders.
If you’re struggling to connect with decision-makers, here’s one critical piece of advice: Lead with value, not just intentions.
Leading with Value Matters. Decision-makers are constantly bombarded with requests for meetings, introductions, and opportunities. They don’t have time for generic outreach or vague networking attempts. To capture their attention, you need to offer something valuable upfront—whether it’s a unique insight, a relevant solution to a problem they’re facing, or a connection that benefits them.
When you focus on delivering value first, rather than just seeking an opportunity for yourself, you immediately differentiate yourself from the crowd. This approach makes your outreach feel less transactional and more strategic, which increases the likelihood of engagement.
How to Lead with Value in Your Outreach
- Do Your Homework. Before reaching out, research the decision-maker’s current challenges, company goals, or recent initiatives. Look at their LinkedIn posts, press releases, or interviews to understand what’s important to them. This allows you to craft a message that is highly relevant and personalized rather than generic.
- Offer a Unique Insight or Perspective. Executives value conversations that challenge their thinking or provide solutions they haven’t considered. If you have industry expertise or a fresh perspective on a business challenge they’re facing, share it. Instead of asking for their time, demonstrate why your perspective is worth their attention.
- Leverage Mutual Connections. A warm introduction from a trusted contact is far more effective than a cold email. Look for shared connections within your network and ask for an introduction. When someone they trust vouches for you, decision-makers are more likely to engage in a conversation.
- Provide a Clear and Concise Message. Executives don’t have time for lengthy messages. Keep your outreach short, direct, and focused on value. A compelling opening, a clear reason for reaching out, and a simple next step can increase response rates.
- Play the Long Game. Relationship-building takes time. If a decision-maker doesn’t respond immediately, don’t give up. Continue engaging with their content, commenting on their posts, or sharing relevant insights. Consistent, value-driven interactions will keep you on their radar until the timing is right.
Struggling to connect with decision-makers is a common challenge. Shifting your approach is key. Instead of focusing on what you want, focus on what you can offer. Leading with value—through insights, connections, or solutions—sets you apart and makes top executives more likely to engage with you.
By consistently applying this strategy, you’ll build genuine, high-impact relationships that open doors to new opportunities, partnerships, and career growth.
