Getting to the Top
By Justin Gittelman
Accessing the ‘real’ decision maker in any organization is what separates average sales performers from true sales professionals. Similar to climbing to the peak of any mountain top - getting to the decision maker’s office requires that you are equipped with the right plan, a map of how to get there, the right information, and necessary tools to make your journey concise and effective.
How many of you have climbed to the top of a mountain? I have and let me tell you something, it wasn’t easy. It requires a level of discipline and focused desire to achieve the result you’re looking for. Getting to the decision maker in any company requires these exact same techniques.
Two years ago I made it imperative for my company to attain new corporate customers and achieve greater market share. With the turn in the economy already breaking into headlines, the consumer was going to feel the restraint of expenditures much sooner than the corporations. Last winter I picked up a Book of List and began hunting for new corporate customers.
One call, to a local wireless telecommunication conglomerate, was directed at the company president. This guy is in charge of 10,000-plus people and was not expecting a call from me that day. I called his 800 number, asked for him by name and was forwarded to his office. His phone rang a few times and went to voice mail, and I left him a message.
Within 30 minutes, my voicemail was forwarded to his executive administrator; she called me back and told me who I needed to speak to within the organization. On top of that, she forwarded my voicemail to the correct person and would encourage a meeting with me and this department. By the time I met with the department, they were ready to work with me because the direction had come from their boss. This organization is now a customer and I’m looking forward to creating a long term relationship, as are they.
What’s it take to close the sale in a timely effective manner? Are you selling high enough on the food chain? Most salespeople are scared to get to the real decision maker. Having the right conversation at the wrong level will never produce a revenue generating result. Start at the top and work your way down. It works wonderfully every time.
Here are seven noble paths that will get you to the decision maker in any organization:
#1 - A Map: this involves an understanding of the organizational chart. The ‘who’s who’ inside any company. Most online business references can provide some of this information for free. The Book of List and Hoovers.com will cost you a few dollars, but well worth the investment. The data in these two sources is current and relatable to the information you need to find the decision makers contact information.
#2 – Persistence: Whatever campaign you choose – phone, direct mail, email – may not work the first time around. That’s OK! Remember no just means not yet, or that you haven’t given them what they need to say yes! Follow up is the key to any successful long term relationship.
#3 - Wish List: It’s holiday time and ‘Tis the season. Write the list of 25 new customers you want and make it happen. Do the research. Go after them. Some may take a year to land, some may take a day. With the list, it will make hunting that much easier.
#4 - Sales Chutzpah: This is a Yiddish term for "gall, brazen nerve, effrontery, incredible 'guts'. You have to have the audacity to move past the norm to get to the top box. Customers and potential customers will appreciate the effort. After all, how do you think they got to their position?
#5 - Expert Information: No one knows as much about your service as you. Take the next step and study and research the latest news in your industry. Lead with that value. Being perceived as an expert in your field starts with your own internal belief of how you view yourself.
#6 – Commitment: This is what separates the average sales person to the professional sales man or woman. How committed are you to get the attention of this person? On a list of 200 things to accomplish, you’re number 201. Making it to the short list is priority. Get there and stay there through effective, consistent communication.
#7 – Respect: Tell every customer and potential customer that their picking up the phone is appreciated, and make it brief. This sets the tone and conveys immediate courtesy and respect.
Never fear calling the CEO directly. An employee is used to taking direction from the boss. When the president introduces you to the purchaser, it comes more direct and the purchaser is wondering “Who is this person?” and “How much should we buy from you?”
This is easier than convincing the purchaser that the company needs the product. Once the purchaser is convinced, he or she must pitch to the president, who is thinking about the big picture – cost, internal dilemmas, etc. Don’t let your pitch get trapped in that. Call the president directly and make yourself part of the solution instead.
Justin Gittelman, a “sales mastermind” with Jeffrey Gitomer’s TrainOne and a Gitomer-Certified Speaker. To book Justin Gittelman for your next event, visit www.GitomerCertified.com or contact the friendly folks at Buy Gitomer via email or by calling 704-333-1112.
Re-posted with written permission from the author.
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