Where do you start? How can you find the right person to contact?
Check out the company’s website and you may discover information
on the top-level corporate officers, but still don’t have a clue
who’s in charge of making decisions for your product or service.
When you’re really clear on who you’re targeting, it’s time to
start digging. It often takes multiple contacts to identify the
exact person you want to see so don’t get discouraged if you run
into dead-ends at first.
The First Contact
When you make the first phone call, treat the screener as you
would the customer. This person determines whether or not you’ll
even have a chance to speak with the buyer. Gather as much
information as you can from whomever you are able, prior to
speaking with your prospect; busy decision makers get bored when
they have to answer your basic qualifying questions.
Have a reason for needing to speak with the decision maker, and be
prepared to sell this to the screener. They’re asking, “Does this
person have anything of interest, or of value for the boss?”
And, the higher up your decision maker is in an organization, the
more skilled and experienced is the screener at reading the
importance of sales callers.
If leaving a message on voice mail, or with a screener, be sure
your message offers a hint of a benefit that sparks curiosity, but
doesn’t talk about products/services.
Are you Talking with the only Decision Maker?
Have you ever heard this from a prospect - “I’ll need to present
this to our Board of Directors.”
It may happen after you have made a great presentation, including
your product’s features, benefits and solutions. And you thought
you were talking with the only decision maker.
So, what do you say next?
First: It is very important to find out at the beginning of
the process - if anyone else will be involved in the
decision-making process. You can ask: “Who else will have input on
this decision?”
But - back to the original response (“Ill need to present this to
our board of directors.”)
Ask the prospect an important question.
When They Are Going to Present Your Product to Someone Else
It’s important to get the prospect’s answer to this question: “Are
you going to be recommending it when you talk to them about this?”
And then don’t say a word until you get a response.
But what happens if they answer: “Well, I don’t know. I’m not
sure.”
Ask this question: “What haven’t I covered yet that’s important to
you?”
And again, don’t say a word until you get a response.
An Unusual Tactic
You have spent the time on this account and you deserve to know
how they feel about what you have presented. In some situations
you may need to bring up objections yourself.
This could be risky, but if you’re not getting much feedback, you
could raise concerns, answer them yourself, then if her/his
superior asks questions s/he hasn’t thought of asking you, s/he is
prepared to answer. So, you might consider saying,
“Before we talk the next time, it could be that you or someone
else might have further questions. I’ll mention a few of these and
then you can tell me if you would like more information.”
. . . or “If I were in your situation, I’d consider looking
at...”, and then offer suggestions.
At the very least, find a way to continue the dialogue after this
call by determining what the next step toward the purchase will
be: “What is going to happen next on your end? When?”
The most successful sales people I know are also very successful –
and pleasantly persistant - at finding ways to get to the decision
maker.
Ann Barr is a consultant and sales coach who has written eight
books on sales and marketing. Email Ann at
Ann@SellingSupplies.com Get a free E-book when you sign up
for her free Weekly Sales Tips e-mailed newsletter at
www.annbarrblog.com
