5 Ways To Find A Decision Maker
• Network :
• Join BNI, your local chamber of commerce or another networking group.
• Become an active participant in the group--someone who shares leads liberally and gives before they expect to receive.
• Learn how to ask for introductions to your target market in a clear and concise manner.
• Act immediately upon any introductions you receive.
• Thank your referrer in a timely manner.
• Become an active member of industry-related associations and attend trade shows/conferences for that industry.
• Typically the people that attend association events/trade shows/conference play a key role in business development/customer retention efforts.
• In addition to meeting direct industry contacts at trade shows, you’re also likely to meet other vendors servicing this industry. And they need SOC just as much as their clients do.
• Use Linked In
• Search company profile pages for potential key contacts.
• Use key terms such as “Sales Manager or Marketing Director at ____ company” in an advanced search.
• When you find this person’s name do one of the following:
• check to see if anyone in your first tier or extended network is connected with this person. If so, ask to be introduced. If this option does not work, try the next one.
• W\rite an email introducing yourself directly.
• Research annual reports/websites published on your target company
• Anyone listed in an annual report/website is generally either going to be your target contact or an executive with an assistant. An executive assistant can connect you with the person you’re looking for if you can’t find them directly.
• Cold call the company and ask the receptionist for the name of the person that is in charge of business development/customer retention programs.
Before You Pick Up The Phone...
Do your homework. Prepare for the call by doing the following:
•Identify potential reasons this company may have a need for SOC:
• Do they need to generate more referrals?
• Do they need to stay in front of their leads/customers more frequently?
• Do they have a message they need to communicate with their database?
• Do they have a lead list to follow up with?
• Do they want to generate more revenue for their company?
•Write down a few good reasons that your target company might be interested in the SOC solution. Be as specific as possible--for example:
• ABC company attended the ___ trade show. 5,000 people attended. I’m certain they have lots of leads to follow up with. Statistically, 79% of all trade show leads aren't followed up with. Most business from a trade show comes from the vendor following up with the prospect.
• ABC company just merged with XYZ company. They need to communicate the impending changes with their clients.
•Much of your success depends on your state of mind. Get your mind in a healthy, positive place. Psych yourself up for the call.
• Listen to upbeat music.
• Do 10 jumping jacks.
• Read an SOC success story.
•Remember that people are people.
• You are bound to encounter some rude & impatient people as you’re prospecting.
•This is an unfortunate fact. If you go into your calls knowing that this will happen on occasion, you’ll be far less likely to take it personally and much more likely to press on towards the prize.
•Expect the best in people but prepare for the worst!
•Be kind to EVERYONE!
• Sales reps often “talk down” to receptionists in an impatient pursuit to get to the decision-maker.
•Remember, the receptionist is very likely the person that writes/sends cards for the company. He/she is the person that needs SOC most and has the biggest influence on whether or not the company chooses to invest in it. He/she could be your point of contact for years to come. Don’t burn your bridges!
•Keep in mind, many executives make decisions based on information that they acquire from their staff. If a staff person perceives you as rude/pushy, they will likely pass that on and if your decision maker gets word of this, even the best salesperson in the world will have a hard time overcoming it.
•Remind yourself that SOC isn’t for everyone or every company.
• You are looking for people/companies that have a problem acquiring or retaining customers.
• If your contact does not recognize that need, move on.
•Prepare to be persistent. Statistics show that:
• 80% of sales are made after the fifth call.
• Most sales reps stop after the second call.
•Know your product inside & out:
• Learn how to do a strong gift account walk-thru in 10 minutes or less.
• Know quick answers to frequently asked questions about importing contacts, creating custom cards, pricing, etc.
• If you don’t know the answer, write down their question and promise to get back to them right away with an answer. Then follow through and get back with them as soon as you can.
•Be willing to ask for help. Your efforts may be thwarted by gatekeepers. Make friends with them so that they can help you reach your goals.
•Give it time. Some people make decisions on the spot. Most don’t. Don’t rush it.
•Remember who you are and BEHAVE ACCORDINGLY:
• A problem solver
• A helper
• A business partner
• A solution
How to Get the Decision-Maker’s Name from the Gatekeeper
Here are a few scripts that can be used to get the name of the decision-maker. Scripts should be considered ‘guidelines’ for conversations as opposed to “word-for-word” discussions. Think of how you feel when someone reads from a script when calling you. It’s never good! Use these words as an outline to keep you on track, but insert your own personality and style into every conversation.
Keep in mind, when calling to get a decision-maker’s name you are not SELLING anything. Don’t ask to be connected to this person. Simply get their name/contact info at this point in the process.
Script #1- Getting the gatekeeper in a “yes” frame of mind
Receptionist: “Hello, ABC company. How may I direct your call?”
You: “I have a question about doing business with your company. May I ask you?”
Receptionist: “Sure.” (yes #1!)
You: “I have a service that helps companies like yours acquire and retain more customers. I’d like to send some free samples to your business development team. Would that be okay?
Receptionist: “Sure.” (yes #2)
You: “Who should I address them to?”
Receptionist: “Send them to the VP of sales, Mr. Jon Smith. His address is...
NOTE: Send a prospecting card with DVD. Perhaps create a PicturePlus card with their logo or a picture (taken from their company website) on it. The card may contain the 10 reasons to use SOC.
Script #2 - Getting the gatekeeper to give you a name
Receptionist: “Hello, ABC company. How may I direct your call?”
You: “Good afternoon! Before you connect me, I need to reach the person responsible for business development. Who is that please?”
Receptionist: “Jon Smith, our Sales Manager.”
You: “Great! Thanks so much. I will actually call back another time to speak with Jon. Have a great day!”
Script #3 - Getting to the right department
Receptionist: “Hello, ABC company. How may I direct your call?”
You: “Good afternoon! Sales and Marketing please.”
Receptionist: “One moment.”
You: “Thank you.”
Department Receptionist: “Sales & Marketing, this is Jenny.”
You: “Hi Jenny, my name is ____. Would you please give me the name of the person in charge of business development?”
Department Receptionist: “…in regards to?”
You: “I have a service that helps companies like yours acquire and retain more customers. Would you please tell me the name of the person responsible for customer acquisition and loyalty?”
Department Receptionist: “That would be Jon Smith, our Marketing Director.”
You: “Thanks for your help. Have a great day.”
Initial Contact with The Decision Maker:
Script #1 - Qualifying Interest in Business Development
Receptionist: “Hello, ABC company. How may I direct your call?”
You: “Good afternoon! Jon Smith, please.”
Receptionist: “One moment.”
You: “Thank you.”
Jon Smith: “This is Jon”
You: “Hi Jon, my name is _____. I’m a marketing specialist that helps companies acquire/retain more customers. It’s my understanding that you are in charge of business development. Is that true?”
Jon: Yes.
You: “If I could show you a way to acquire/retain more customers without advertising, would you be interested in taking a look?”
Possible Answer #1:
Jon: “Uh, maybe but I’m leaving now for a meeting.”
You: “I understand. When do you have a few minutes to talk?”
Jon: “Thursday.”
You: What time Thursday would be best to reach you?
Jon: First thing in the morning … about 8 AM.
You: “Okay I will call you Thursday at 8 AM. Thanks for your time Jon. Hope your
meeting goes well. Bye.”
Possible Answer #2:
Jon: “Possibly.”
You: “Are you in front of your computer?”
Jon: “Ya.”
You: “Do you have 5 minutes?”
Jon: “Ya, but that’s about it.”
You: “Okay I’ll make this quick. Jump on this website: www.SendOutCards.com.
(Do a very basic gift account walkthrough.)
Possible Answer #3:
Jon: “No.”
You: “May I ask why?”
Jon: “My budget is frozen.”
You: “I understand. Would it be okay if I send you a few free samples that you can hang on to? Maybe we can talk in a few months?”
Script #2 - When You’ve Been Referred
Receptionist: “Hello, ABC company. How may I direct your call?”
You: “Good afternoon! Jon Smith, please.”
Receptionist: “One moment.”
You: “Thank you.”
Jon Smith: “This is Jon”
You: “Hi Jon, my name is _____. I’m a marketing specialist that helps companies acquire/retain more customers. I got your number from (insert referral source). S/he said you might be looking for a way to acquire/retain more customers without advertising. Is that true?”
Possible Answer #1:
Jon: “Uh, maybe but I’m leaving now for a meeting.”
You: “I understand. When do you have a few minutes to talk?”
Jon: “Thursday.”
You: What time Thursday would be best to reach you?
Jon: First thing in the morning … about 8 AM.
You: “okay I will call you Thursday at 8 AM. Thanks for your time Jon. Hope your
meeting goes well. Bye.”
Possible Answer #2:
Jon: “Possibly.”
You: “Are you in front of your computer?”
Jon: “Ya.”
You: “Do you have 5 minutes?”
Jon: “Ya, but that’s about it.”
You: “Okay I’ll make this quick. Jump on this website: www.SendOutCards.com.
(do gift account walk thru at this point)
Possible Answer #3:
Jon: “No.”
You: “May I ask why?”
Jon: “My budget is frozen.”
You: “I understand. Would it be okay if I send you a few free samples that you can hang on to? Maybe we can talk in a few months?”
Script #3 - When You Want To Present a New Revenue Opportunity
Receptionist: “Hello, ABC company. How may I direct your call?”
You: “Good afternoon! Jon Smith, please.”
Receptionist: “One moment.”
You: “Thank you.”
Jon Smith: “This is Jon”
You: “Hi Jon, my name is _____. I help companies like yours increase their profit margin. Would you like to know more?”
Jon Smith: “Are you selling something?”
You: “Actually, I’m going to show you how YOU can sell something to your customers that none of you competitors know about. Would you like to know more?”
Possible Answer #1:
Jon: “Not now. I’m leaving now for a meeting.”
You: “I understand. When do you have a few minutes to talk?”
Jon: “Thursday.”
You: What time Thursday would be best to reach you?
Jon: First thing in the morning … about 8 AM.
You: “Okay I will call you Thursday at 8 AM. Thanks for your time Jon. Hope your
meeting goes well. Bye.”
Possible Answer #2:
Jon: “Possibly. How long will it take?”
You: “Are you in front of your computer?”
Jon: “Ya.”
You: “Do you have 5 minutes?”
Jon: “Ya, but that’s about it.”
You: “Okay I’ll make this quick. Jump on this website: www.SendOutCards.com.
(Do a basic gift account walkthrough.)
Possible Answer #3:
Jon: “No.”
You: “May I ask why?”
Jon: “My budget is frozen.”
You: “I understand. Would it be okay if I send you a few free samples that you can hang on to? Maybe we can talk in a few months?”
If you have a big prospect you want to introduce SOC to, and you’d like to use a campaign, visit this dummy gift account:
§ Go to www.sendoutcards.com
§ User name: oprius1
§ Password: 12345
§ Go to Campaigns
§ View the campaign called PROSP: Corporate biz development intro (6-pc)
§ If you like it and want to use it, DO NOT MAKE ANY CHANGES in the dummy gift account.
§ Click SHARE and enter your SOC ID number in the box. The campaign will appear in your account under Campaigns. Once you have shared it to your account, you can make all the changes you want.