Maveryck Marketing: Reaching the Decision Maker – First Episode

Small business owners come to me all the time asking how to get the decision maker on the phone so they can present their offering. There is no trick for success, but I can tell you from personal experience after haven spoken to and actually sold services to key decision makers at some of the largest corporations -there is a method to the so-called “madness”.  The best way to reach the person who has the power to say “yes” and the budget to back it up, is to do your research before you even try to contact “that person”. For instance, it is sometimes better to speak with that person’s assistant and get a feel for what is going on in the company and specific department so that you will have an internal perspective and can tailor your presentation accordingly.  If you are responsible for business development or sales at your company, please understand and never forget, the switchboard operator, the administrative assistant, and many other individuals- commonly known as the “gatekeeper” should be your best friend.  The same applies to lower-level functional titles such as analyst, representative, specialist and coordinator.  These titles are even better because they provide insight to the “ground level” of their organizations.  Now don’t get me wrong, I am a proponent of the “top-down” sales approach.  By that I mean, you can save a tremendous amount of time and effort by connecting with someone with an executive title such as Vice President or, in some companies, a Director – and be referred down to a subordinate.   This is the best option simply because directives handed by upper management to subordinates become priorities for those subordinates.  With that stated, good preparation before a call with an executive is essential.  The value of relevant business and market data cannot be measured and in many cases, a lower-level staff member can provide some good insight to your preliminary research efforts.   When used properly, the information you have learned about the company and the ecosystem in which exists, can yield you instant credibility with decision-makers and others you have conversations with.  Do not be surprised if you know more about the company than who you are speaking with.  Usually, a gatekeeper will hand over the right contact information once you have gained their respect and trust.  If your message conveys “value to the company”, you will (more often than not) be routed to the team or individual who is in the mix of what you are trying to offer.

You must be flexible if you want to reach the decision maker.  There will be obstacles to over come.  Some companies present more challenges than others.  On some occasions, I would actually call in to large companies and asked for the CEO.  Of course, I knew I would not get that person – and to be honest, I did not even want to speak to the CEO (too high up on the ladder).  I only used this tactic when I had difficulty identifying the person or the title I needed to connect with.  Okay so I reached the Office of the CEO and had the Administrative Assistant on the phone.  Now, please do not be misled.  In a large corporation anyone remotely close to the executive office will be sharp-minded, business-savvy and educated so do not condescend to the person holding an administrative assistant title.  Your pitch actually began at the switchboard operator, but your pitch needs to be clear and concise.  You need to deliver who you are, the company you are with and the purpose of your call in less 10 seconds.  The “purpose” will allow the person to quickly identify which organization (or team) and/or person to refer you to.  The better you connect with the gatekeeper the more willing that person offers information.  Try to get multiple names, understand the chain of command and if the rapport is good,  get direct numbers and email addresses.  The admin is the executive office sees everything, so be kind and do not be afraid to ask for the information.  The reason why I ask for multiple contacts is that the companies of today have higher turnover with its employees.  Here today, gone tomorrow.

So now you have the contact and you call the person and get the assistant.  You want to mention that you were refer “by the office of the CEO” (or whatever executive office sent you) .   Again, explain who you are and why you are calling, but now tailor your pitch more specifically to your offering because at this level, the person you are speaking with will be able to hone in on the exact person you need to connect with.  Be sure you understand which person is the decision maker and which are decision influencers and evaluators.

You may or may not be able to speak to the decision maker right away.   Remember, the more information you collect before you connect with that person the better equipped you will be.   Ask questions to each person you speak with to help build your case.  You can uncover opportunities this way.  I was able to close a deal simply by asking everyone who I spoke with about what their plans are, pain they were experiencing, likes and dislikes with current vendors, etc.   Always use the information you gathered on previous conversation on any subsequent call.

Tune in soon for more details on how to reach the decision maker.

“Maveyck Marketing: Reaching the Decision Maker with a Purpose – Second Episode” now available!