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Cold Calling & Finding THE Decision Maker
By Leslie Buterin | February 1, 2009
Question:
How do you find the right decision maker to begin with?
John
Answer:
This answer to this question is one I really should post once a quarter. Thanks John for asking!
I am a big proponent of Top Down cold calling. Which means my first cold call is ALWAYS to the top decision maker — the President of the prospect company — for small, medium and large businesses. No exceptions.
Some sales professionals and a few sales leaders will argue “but that’s not my target market”. To which I politely reply, “Hogwash!”
If/when you get an audience with the Top Dog you’ll be amazed at how quickly you change your tune. Capture the attention of THE person with unlimited check writing authority and the ability to say, “YES!” to anything you propose and that poorly-thought-through concern will be a thing of the past. Do I hear a good, “Amen!”
Come on now - You call the Top Dog because you might get in. You call the Top Dog because if you don’t get in the assistant will refer you to the person who is the decision maker.
IF you really want to find the decision maker — as opposed to really wanting to dig in your heels and throw a temper tantrum to the contrary — then call the Top Dog, first time, every time.
Best,
Leslie Buterin (like butterin’ bread)
Topics: Business Leads: sources; management of |
February 2nd, 2009 at 12:52 am
Who to call depends on the products you are selling:
If consumables, then you probably don’t call the CEO.
If investment goods or services then you will call the CEO.
Selecting the companies to call is the problem: Cold calling companies that have visited your website will increase your success rate as they are already interested.
Just need to know the company names of the website visitors.