Think about it. No matter how powerful, all decision makers need their organizations' cooperation for a decision to take effect. So the simple rule of always pushing for the highest ranking official, isn't necessarily best. All things considered, that is.

Isn't management the best place to start at least? That all depends on the situation. Sometimes the organisation is experiencing troubles that the decision maker isn't aware of or deems unimportant. In that case, talking to the people in charge first doesn't get you anywhere, does it? The point is that any decision you make prior to contacting an organisation, will limit you in getting the most out of the situation you may encounter.

Am I suggesting you start at the bottom then? That wouldn't guarantee the best results either (see also 'Bottom Up').

Here is what you do. Who ever you happen to talk to first is your best contact: whether that leads up, down or sideways in the organisational chart. Do they know more about their organisation then you do? You better believe it. Will they help you? That depends on your intentions. If you solicit their cooperation and ask questions relevant to them, they will (see Questioning). If they don't have an appropriate answer they will know who does. That is a promise.

And then... Step by step you unravel all the aspects relevant to this organisations buying process. Thus a picture is painted of the best possible outcome for them and you. One that each can relate to. All things considered!