This document discusses how salespeople can improve their win rate by accessing key players. It notes that only 54% of sales reps currently can access key players, and those who do achieve 30% more revenue. It encourages salespeople to understand the political landscape of their clients' organizations in order to identify decision makers and influencers. Several tools and strategies are presented for mapping out buying roles, relationships, lines of influence, and vulnerabilities in order to improve access to the right people. The impact on customers of bad buying decisions is said to be greater than the impact on salespeople of lost sales.