Archive for the ‘Sales & Marketing’ Tag

Reaching decision makers…how to find them, how to sell them…

 

Got a question recently regarding how to get to the decision makers.

One is, just ask for them. When asked what it’s in regards to, answer! Its not always that easy though; sometime you have to plan it out a bit…here’s some thoughts on how to start finding then getting to, then selling them.

Who are my biggest targets that I want first? Who has the best reputation that will help me tell the rest of the marketplace, “I have earned XYZ, Inc.’s business and have already helped them increase their business by XX% or they made X amount of dollars recently by using my service to increase their sales or lead gen.”

Once you’ve gotten that list it’s time to do your research on who runs the show and how they do it. Are they Methodical? Spontaneous? Humanistic? or Competitive? These traits will let you in on how to get their attention. It will also tell you how toaddress them when it comes time to sit with them and present your product or service.

Whether it’s doing a simple connections program to start sending a news letter about mobile media and what it does for businesses, or if you choose to give good marketing and sales info that a decision maker can really sink their teeth into. (be aware that doesn’t mean email the heck out of them or send them huge sales emails) Simple short relevant to their industry stuff will suffice. You will begin to earn their trust. Then you can begin to reach out to them. If there’s a Gate Keeper, sell them on the benefits of why the decision maker needs to get back with you.

Gate Keepers have a job, and it’s not just keeping the gate. Many operators and receptionists are regarded as trusted advisors to what is good and what’s not to invest time into. They won’t allow anything they view as ‘salesy’ through the gate as it does nothing really for the company. You could have the best thing for that company but if the GK sees it as ‘just another sales call’ it ain’t happenin. Make it relelvant to the company’s needs, you may wish to look in the news to see what trends or challenges the industry is facing and offer that up as a means to present your solution. ‘You know I just read that normal radio and magazine ads just aren’t driving as much traffic as it used to…have you heard of mobile marketing and what it’s been doing for many of these kinds of businesses now?’ Get the pic?

Your best bet to reach the decision makers is using a targeted approach. Buying a lead list may not be in your best interest. You may have to go work out at the gym to find out who the decision maker or decision makers are. If it becomes a maze make sure you get to as many of them as you can and see who has the most interest and invite them out to coffee or lunch. Explain to them the trends of their industry and what you know about them. This gives you credibility as a ‘solution bringer’ not just a salesman. Then begin to bring together what your solution offers and make your case from there. Teams are now more trusted than in days of old. Make sure you get them on board if there is one, if you’re dealing with small businesses you should be able to just call and get the appointment.

It can be hard when everyone is away, sometimes it takes a lower level to sell you first. I’ve done it on many occassions to get to the main person I sold the receptionist on it. I didn’t always get the sale, but I got the appointment. That’s your goal for now. Make that list, begin to reach out, and then get the appointment. Once you’reĀ in there demonstrate expertise on their industry, then yours.

I have a friend that has a motto for Sales people…”Sum Tertius”. It means, “Me Third” First the great one above, then you (my prospect) and then me third.

Work it like that and you’ll have a recipe for success.

 

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