| Assuming you have done your research and | | | | companies all day long, and that commercial that |
| discovered that the suspect may have a need for | | | | you left on the voice mail will be forgotten by |
| your product or service, how do you get past the | | | | lunch time unless you follow up with other |
| admin? Most sales reps treat the art of selling like | | | | outreach tools. |
| fishing with a single rod, they make contact with | | | | When you leave a message do not just throw |
| the most senior person in the organization and | | | | one fishing rod for one person in the organization. |
| start pitching the products. They treat the poor | | | | Cover multiple decision makers, finance, buyers, |
| executive assistants unprofessionally instead of | | | | CEO and end user. Leave a message for each |
| trying to make friends with the gate keepers. | | | | followed by an email to them as a group, |
| Selling a business requires a true small business | | | | restating the challenges that companies have been |
| plan, since the sales is the business itself. | | | | able to overcome with your products and |
| Before you even get to decision makers, you | | | | services in the respective industry. Let them |
| need to get past the admin, voice mail, spam | | | | know that you will not go away and disappear, |
| filters and various gate keepers in the | | | | and that you will follow up with them in a specific |
| organization. If you suspect an organization has a | | | | time frame, maybe in 3 days, to discuss how you |
| need for your product or services and they are | | | | can help them overcome challenges by using the |
| not aware of it, you should design a compelling | | | | best of industry methodology that you have been |
| message that will get them to return your calls | | | | able to accomplish for others in their space. |
| and contact you. The best way to accomplish this | | | | By contacting multiple individuals in the |
| is by example. Demonstrate to them that you | | | | organizations and using various communication |
| have achieved results for others in similar industry | | | | tools, from emails, voice mails to social networks, |
| without revealing the name of the customer or | | | | you force the prospects to collectively think |
| client. Most companies want to know the best | | | | about the answer. It forces them to discuss the |
| practices for their own industry and would want | | | | situation internally so they can justify to the boss |
| to hear this message. | | | | as to why they refused your offer to meet you. |
| The last thing a business decision maker wants to | | | | If they say no to your response ask them when |
| do is to spend time educating a newcomer to the | | | | would be a good time to follow up. |
| industry. Leveraging vertical business experience | | | | When they state to follow up in the future, ask |
| of others is the most effective way to open | | | | them when you should follow up again. Always |
| doors. Name dropping is great, but the best way | | | | cut the follow up time into half of what they |
| to open doors is to show credibility from day one | | | | stated and call to see if the client's needs have |
| demonstrating that you understand the business | | | | changed. Keep them engaged with your news |
| challenges that the suspect faces in his industry. | | | | letter and communications. This way you build |
| Getting past the admin and the voice mail is a | | | | credibility over time. Share case studies of others |
| challenge by itself. Most decision makers in an | | | | in the prospect's space and over time establish |
| organization spend many more hours at work | | | | your credibility and expertize in solving their |
| than the executive assistants that they hire. Use | | | | industry needs. |
| the company directory after hours to reach | | | | How else can you get in the door? Networking |
| them, or at lunch time when admin may be out | | | | and selling via partnership with other reps is one |
| for lunch. Call before the start of the regular work | | | | of the most effective ways to sell. I am honored |
| day to avoid the gate keepers. | | | | to carry the bags of another sales rep into a |
| Most sales reps are hesitant to leave a message. | | | | meeting with a client that is hard to reach. A face |
| I am convinced that this is because they find | | | | to face meeting even for a few minutes is the |
| nothing of value to say. I view the voice mail box | | | | most valuable sales tool. Making personal contacts |
| as a personal one on one commercial. This | | | | with decision makers should be highly valued. |
| commercial needs to be different than a standard | | | | Ultimately nothing is as good as word of mouth |
| sales pitch. In the day of sound bites you need to | | | | referral. If you get a contact or a referral do not |
| convey in 30 seconds or less why they should | | | | hesitate to follow up immediately. Make sure to |
| return your call. What has been demonstrated for | | | | thank the person that referred you to them for |
| others in the suspect's industry from your | | | | the lead and use his name to get your foot in the |
| organization and how did your product or service | | | | door. |
| impacted a similar business? If your sales rep | | | | Always remember that you're selling the interview |
| cannot convey this message in 30 seconds he | | | | not a product. The first call is not a pitch session |
| either does not understand the challenges of the | | | | for your services but an opportunity to establish |
| prospects business or the benefits or your | | | | your credibility as a subject matter expert and be |
| products or both. | | | | able to conduct an interview of the prospect's |
| If in the past a simple voice mail would have been | | | | needs. |
| enough for prospecting, now this needs to be | | | | Finally, remember that everyone prefers to work |
| combined with email, letter and even reaching the | | | | based on appointment. Be mindful and respect the |
| prospect through sites such as Bizcloud or | | | | time of your prospects and you will be treated |
| professional social media sites. Remember that | | | | with respect. Make sure you set a convenient |
| decision makers get approached by various | | | | time to conduct your meeting. |