| Direct Connections | | | | You might get right through. If asked what it's |
| If you needed something or wanted to sell | | | | regarding, you can say one of two things, what |
| something to someone, would it be better to go | | | | it's about or, that it's a personal matter. The latter |
| through an intermediary or would it be better if | | | | is true as it's personal between the two of you. |
| you could talk with a decision maker directly? | | | | If you get through to the Big Cheese and you are |
| | | | then told to call down the line, it's still much better. |
| In business, intermediaries are those such as | | | | When you call the employee that the boss told |
| executive assistants or mid-level managers and | | | | you to, you are coming from the top down and |
| above. One of their jobs is to protect the decision | | | | you'll get a much better reception. |
| makers from people who would like to ask | | | | If you are told in no in no uncertain terms, no. |
| decision-making questions. You know, like sales | | | | Continue on. Ask if he/she knows of any peers |
| people. | | | | that they might suggest who might find value in |
| If you're not in sales, hold on. If you've been a | | | | your offer. Surprise! Sometimes, just to get rid of |
| subscriber for awhile, you may have read me | | | | you, they'll give you a name AND number. |
| say, "Everyone is in sales." We just sell different | | | | Regardless of the answer, do this, hardly anyone |
| things. | | | | else will. Send that person a thank you card, |
| Why don't most people go directly to the decision | | | | thanking them for their time and hopefully, their |
| maker? One reason: | | | | order or whatever they've agreed to. If they said |
| INTIMIDATION. Here's how to conquer that. . . | | | | no or where even rude, do it anyway. |
| Of course, if you've read my book on | | | | Several years ago, when I owned part of a |
| overcoming rejection, How To Take No For An | | | | multi-million dollar company complete with my own |
| Answer And Still Succeed,you'd also know that | | | | gatekeepers, a very determined ad specialties |
| fear of rejection is the most likely culprit. | | | | salesman finally got through to me. I was busy, |
| The intermediaries often see their jobs as | | | | tired of hearing from him and I'm afraid I was |
| gatekeepers. I'll suggest some ways to get right | | | | more rude than I should have been. I quickly |
| through or at least the most likely ways. It won't | | | | ended the call saying we had no need for his |
| always work but it will always be worth it. | | | | stuff. A few days later I got a card. No sales |
| Contact the decision maker directly and first. | | | | pitch, just a thank you for at least taking his call. I |
| Q: But what if that makes him/her mad? | | | | was already feeling guilty for being so abrupt. |
| A: Even if it does, you might get through and | | | | That guy eventually got a nice order from me. |
| accomplish your mission. | | | | And, it was a win-win. He had good products and |
| Here are three possible scenarios in attempting to | | | | they worked for us. |
| get to the top directly: | | | | Here are some other quick tips: |
| He/she actually answers the phone and either | | | | Do a Google or other search, using the name of |
| buys from you or takes your offer under | | | | the person, their company and the area code for |
| consideration. | | | | where the office is and this; "ext" You can also |
| You get a very able assistant who won't let you | | | | do variation of the search, using the full name, |
| in. | | | | and terms like, member, club, charity, foundation, |
| You get to him/her eventually and get a | | | | board member, etc. You may not get a direct |
| resounding, NO! | | | | number, but you might find out other interests he |
| You may have to do a little research first. The | | | | she has and bring those up when you talk. |
| amount of time you take should be in direct | | | | If this person is in your industry you probably |
| proportion to the potential value of your outcome. | | | | know others who also know him/her. Ask around, |
| Be sure that you know the name of the person | | | | request an introduction. |
| you're calling. It's amazing but some people ask | | | | If you can't get through, write a letter on your |
| for "the president" or the CEO but don't find out | | | | letterhead. Mark it personal. Do a professional |
| the name. | | | | heading, and make the salutation familiar by |
| If it's a large company and you're calling the CEO, | | | | writing, Dear (first name), I look forward to |
| which you should feel free to do, call the main | | | | speaking with you next week. I'll phone promptly |
| number. If you get a virtual response with | | | | at 10:00 A.M. Once again, I appreciate your time. |
| prompts such as, "If you know your party's | | | | Be on the watch, you might get a direct call back |
| extension. . ." etc. Wait, just in case there is an | | | | from your intended or the gatekeeper. Be sure to |
| employee directory. If there isn't, try 411. If that | | | | call exactly on time. You might be pleasantly |
| doesn't work, dial "0." | | | | surprised. |
| Once you get an operator, say that you've got | | | | Never lie. Don't say things like, "he's expecting my |
| to take another call but that you can't find (his | | | | call." or, "We met before. . ." etc. |
| her name's) extension and ask for it. If you get it, | | | | Go to and get his book, "To Be Or Not To Be |
| great. Write it down and call back. If you can't | | | | Intimidated." It's full of AHAs! |
| dislodge it, then just say thanks and hang up. | | | | Yes, you might not get through; you might even |
| If you didn't get the extension, call back and see | | | | feel embarrassed if you get caught not |
| if the prompts give you a clue as to extensions | | | | You'd be surprised how many times persistence is |
| or departments. Call any one, when you get a live | | | | appreciated and acknowledged from the top. |
| person (hopefully) explain that you must have the | | | | That's usually how they got to that position. Keep |
| wrong extension. Ask them for your decision | | | | your awareness high enough to know when to |
| maker's extension. Use first and last name, not | | | | stop, slow down or change tactics, but not too |
| Mr. or Ms. | | | | soon either. |
| If, when you call the extension, you get a | | | | Keep on keeping on. If your goals and ideals are |
| gatekeeper, say this, being firmly but casually; | | | | worthy to you, you will. If they aren't. . .well, what |
| "This is ___, for (their first name only) please. | | | | do you think? |