A: This has nothing to do with marketing services to service companies. You could be marketing products to product companies. You could be marketing antimatter at a Star Trek convention. Whatever you’re selling, you have to get to the ultimate client, that special person we usually call the decision maker.

Decision makers are in the position of decision making because they are leaders in an organization. They’re trying to solve problems and they’re trying to build a better future. They have many different priorities and are trying to focus on the greatest impact, and the greatest return challenges to tackle. So they’re not avoiding you! You’re just not getting through to them. Or when a support staff gets your message to them, they say “You handle it. Doesn’t seem like it’s something I need to put on my radar screen.”

My advice in this case:

1. Keep trying to get on their radar screens. Email them. Call them. Send them letters.

2. Appeal to their need and the impact your service will have. They’re looking to spend their time on conversations and avenues that will make a difference. If it’s important enough, they’ll pay attention. If it’s not important enough, perhaps you should sell something else.

3. Perhaps it’s important enough, but your message or communication vehicles don’t convey how important it is. I’d suggest you get professional help getting the message across.

4. Don’t settle for being sent down the food chain. Don’t let yourself be relegated to levels below those that can influence, or directly purchase, your services.

5. Build your brand in the market. Sure, this is a long-term, heavy-investment, high-energy, high-commitment activity. But those that do it succeed, and those that don’t always fight the “best kept secret” battle in the marketplace. That’s usually no fun.