Getting in front of procurement teams in traditional industries like minerals, fertilizers, or manufacturing can feel impossible. These sectors often rely on long-standing relationships, strict gatekeepers, and slow decision cycles. If your goal is to grow market share or land big contracts, understanding how to navigate these channels is crucial — but not obvious.
Why This Matters
For many B2B companies, the real challenge isn’t the product, but access. If you can’t get past procurement gatekeepers, your sales pipeline stalls. These industries move slowly, and decisions often depend on trust, technical validation, and personal relationships rather than just price or features.
Most businesses underestimate how much outreach in these sectors depends on strategic positioning. Hitting the right channels—beyond cold calls or generic outreach—can make all the difference in shortening sales cycles and building credibility.
How to Approach This Challenge
The key isn’t just reaching the decision-makers. It’s about establishing credibility and fitting into their existing procurement process. That often means shifting your approach from “sell” mode to “connect and validate.”
Focus on targeted relationship-building and technical validation. Demonstrate your understanding of their industry, supply chain, and specific pain points. Use channels that procurement teams trust—referrals, industry events, or even technical papers—and be patient.
Another overlooked tactic is partnering with industry influencers or existing supply chain players. These allies can open doors and lend credibility that cold outreach never will.
Actionable Tips for Breaking In
- Research deeply: Understand their supply chain, pain points, and procurement cycle.
- Build credibility: Share technical insights, case studies, or data that resonate with procurement priorities.
- Leverage relationships: Network through industry events, referrals, or local trade associations.
- Use trusted channels: Industry-specific directories, supplier platforms, or technical journals.
- Offer value first: Provide insights or solutions without immediate sales pitches.
- Be patient: Building trust takes time; don’t rush the process.
Closing deals in these markets requires strategic patience and understanding of the decision-making landscape. It’s about building credibility and fitting into their existing process — not just pushing a product.
In Summary
If you want to get in front of procurement teams in old-school industries, focus on relationship-building, technical validation, and trusted channels. Remember, patience and persistence pay off more than quick outreach.
Start by understanding their world, then align your outreach to meet them there. This approach will help you move past gatekeepers and open doors that are usually firmly closed.