If you’re new to B2B sales, your ability to build relationships with high-level employees will be key to closing deals. But how do you actually determine the right executives to foster connections with? And once you do, how do you build those relationships effectively?

• First and foremost, do your research. Gather vital background information on LinkedIn to help you craft a personalized message to your prospect. 
• Don’t underestimate the power of allying with people lower down on the org chart — like assistants and middle managers. While they may not be able to make the final decision about your product or service, they can help you get in contact with the person who can. Remember, it’s not about going over other people’s heads — it’s about working with them.
• If reaching out directly isn’t working, or if you’re having a hard time finding the right person, consider who might be able to refer you. You might know someone who can’t connect you themselves, but who can share some useful intel or give you an endorsement.
• Don’t give up — research shows that 44% of initial sales meetings require six to 10 touches to set up. Referrals, assistants, and middle managers can help, but sometimes, success just takes persistence.