Who decides, by type
| Business | Usually decides |
|---|---|
| Trades (plumber, roofer) | the owner |
| Clinics (dental, chiropractic) | the owner-doctor; sometimes the practice manager |
| Law and accounting firms | a named partner or the administrator |
| Restaurants | the owner or general manager |
| Agencies | the founder |
| Startups | the founder or CEO |
| Creators | the creator or their manager |
Each industry page lists who decides in that niche.
Where to find their name
- the About, Team or Contact pages on the website
- schema data in the website code
- Google review replies signed by the owner
- LinkedIn company pages and Facebook "About" sections
- professional licence listings
Prospect Cheap does this research automatically and returns the owner's name, title, a confidence score and the evidence it found.
When the gatekeeper answers
At clinics and firms, a receptionist screens calls and emails. Be honest and specific: "I sent Dr. Lopez a short note about the practice's Google profile — who is the best person to talk to about marketing?" Often they'll tell you exactly who decides.
Influencers vs deciders
An office manager might not sign the cheque, but they can champion you. Treat them as allies: give them something useful to pass on.
Multi-location businesses
For groups and franchises, decisions may be made at head office. Check whether locations share a website and email — that usually means central decisions.
Related: how to find business owner names