In business development and sales, it’s important to know who I am connecting with and where I’ll be punted. If I reach out to the top I’ll most probably be punted in the right direction.
This wisdom has come to me only after barking up the wrong tree one too many times. Sometimes, I would get in front of someone in a prospect company, and would passionately show our value proposition. Then there would be no response and I would scratch my head in bewilderment.
I would also take this cold shoulder behavior personally. In some cases, it might have been true that the other person thought I was too small a fish to fry. Mostly what happened, though, was that the other person was too busy with his/her own urgent tasks and had no time to think of added value at the organization level.
Typically, this business is more common at low and mid levels than at the higher levels in an organization. Most people at the top are wise enough to see the value. That being said, the people at the top are also the smartest people, so you cannot sell them what does not help them with their KPIs in a direct way.