Getting to the Decision Maker: The Secret of Success
Sure, you can make 25 cold calls in an hour. But how often do you reach the decision maker? Three times? Four times? The toughest part of cold calling isn’t making the sales pitch – it is actually getting the opportunity to talk to the decision maker so that you can make that sales pitch.
Most decision makers, particularly in larger businesses, are protected by one or even two layers of screeners, a receptionist and an executive assistant. Since they are the gatekeepers for the person you need to talk to, it is important that you gain them as allies. In fact, winning over the executive assistant can actually turn that cold call into a warm call when you finally do reach the right person.
It takes persistence and assertiveness to the reach the decision maker, but being assertive doesn’t mean being impolite. Remember, that receptionist is just doing their job of protecting the boss from unnecessary interruptions. Make them see that you are necessary.
When calling a company for the first time, don’t waste time trying to reach the wrong person. Make sure that you verify who you need to speak to. To qualify the call, ask the receptionist for the person you want by title first. “I’d like to speak to the vice president of sales. Is that Sue Smith?” Sometimes, you may be transferred to her so quickly you don’t have a chance to ask if she is the person in the position that you need. “Before you transfer me, can you tell me if Sue Smith is the VP of Sales?” is one way to break the pattern of a quick-draw receptionist. Of course if you have the name, simply ask for the name, but do not ask for the name is a question-like manner. State it as if you mean business!
Find out the receptionist’s name. It is one of the quickest ways to build rapport. Receptionists are so often unnoticed and ignored that taking the time to learn her name, and using it, will give you a leg up. Write it in your notes!
If you don’t reach the person you request, ask the receptionist when the best time to call is. If he or she never arrives at the office before 9 a.m., continually calling at 8:30 a.m. won’t help you. If you have called several times and still have not spoken with the person ask the receptionist for more information. Be up front. “I’ve left several messages and Mr. Brown hasn’t responded. Is there something I can do to get him to take this call?” Or try humor. “God is easier to talk to than your boss. What is the best way to reach him?”
If you are speaking with an executive assistant remember that she is the right hand man to the CEO and often controls the pulse of the company. Treat her as an equal, and give her the same respect you would show to her boss. Ask her questions that will help you gain insight into the company and its needs. Knowing all you can about the company will help you make a better pitch when you do reach the decision maker.
Marketing is often a multi-channel effort. After speaking to the executive assistant you can follow up with more materials via fax, e-mail or direct mail. Make sure you ask which method works best for the boss. When getting e-mail addresses make sure you spell them back. An e-mail address is one of the easiest things to misspell. Once you have sent materials, be sure to follow up.
Sometimes, reaching the decision maker is only a matter of making enough dials to facilitate conversations! If the ratios suggest that for every 25 dials you will reach 5 decision makers, what does that say about ½ those dials?
Remember, reaching the decision maker may take time, but in the end, it will be worth it.
