http://www.amazon.com/Connecting-Decision-Makers-Hard-Reach/dp/0595163505#reader_0595163505
http://www.amazon.com/Connecting-Decision-Makers-Hard-Reach/dp/0595163505#reader_0595163505
http://www.amazon.com/Connecting-Decision-Makers-Hard-Reach/dp/0595163505#reader_0595163505
Sunday, June 27, 2010
How to reach, hard to reach decision makers
Step 1
Examine home base. Brian Carroll, author of "Lead Generation for the Complex Sale," recommends making a list of your company's top ten customers. He advises you to rank them in order of revenue, profitability and ease of doing business. Look at the contact history. What types of businesses were they? Who was involved in the buying process? Which players were the most involved? Carroll's process will assist you to identify the niches where you will experience success. You might also align your sales process to target the positions which showed higher interest in your products/services.
Step 2
Coordinate committees. Corporate America is undergoing radical and swift changes. So reaching decision makers is handled very differently in today's business climate. Committee-based decisions are much more common now. Sales are complicated because there might be a dozen people who can influence the sale. Contemporary selling is a skillful game of convincing your client committee buyers. Identify which departments and individuals serve on the purchasing committee and focus communications on these exact groups.
Step 3
Establish events. Find triggering events that make a precise entry point. Research mergers, acquisitions, new offices, leadership changes and internal breakthrough issues which you can relate to your product or services. Produce powerful thirty second phone and voice mail scripts linking your benefits with the trigger event.
Step 4
Deliver the message. Jill Konrath, author of "Selling to Big Companies," recommends a 3-part formula for successful voice mail messages: 1. Establish credibility within ten seconds by a company referral name or trigger event. 2. Present your value proposition and the difference you can make. 3. Close the call with confidence and enthusiasm.
Step 5
Dive for difficult decision makers. Industry experts recommend the following keys for situations when finding the decision maker is difficult: 1. Check out the firm's annual report for executive names and titles. 2. Call Human Resources for contact information and a referral. 3. Check in manufacturer or service directories for leadership. 4. Attend association conferences and obtain membership directories.
Examine home base. Brian Carroll, author of "Lead Generation for the Complex Sale," recommends making a list of your company's top ten customers. He advises you to rank them in order of revenue, profitability and ease of doing business. Look at the contact history. What types of businesses were they? Who was involved in the buying process? Which players were the most involved? Carroll's process will assist you to identify the niches where you will experience success. You might also align your sales process to target the positions which showed higher interest in your products/services.
Step 2
Coordinate committees. Corporate America is undergoing radical and swift changes. So reaching decision makers is handled very differently in today's business climate. Committee-based decisions are much more common now. Sales are complicated because there might be a dozen people who can influence the sale. Contemporary selling is a skillful game of convincing your client committee buyers. Identify which departments and individuals serve on the purchasing committee and focus communications on these exact groups.
Step 3
Establish events. Find triggering events that make a precise entry point. Research mergers, acquisitions, new offices, leadership changes and internal breakthrough issues which you can relate to your product or services. Produce powerful thirty second phone and voice mail scripts linking your benefits with the trigger event.
Step 4
Deliver the message. Jill Konrath, author of "Selling to Big Companies," recommends a 3-part formula for successful voice mail messages: 1. Establish credibility within ten seconds by a company referral name or trigger event. 2. Present your value proposition and the difference you can make. 3. Close the call with confidence and enthusiasm.
Step 5
Dive for difficult decision makers. Industry experts recommend the following keys for situations when finding the decision maker is difficult: 1. Check out the firm's annual report for executive names and titles. 2. Call Human Resources for contact information and a referral. 3. Check in manufacturer or service directories for leadership. 4. Attend association conferences and obtain membership directories.
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