Your prospects are busy, often making it difficult to land a meeting. If you are trying to secure a meeting with a decision-maker who does not know you, it becomes even more difficult. Not many executives are willing to set aside time for a sales call without a pre-existing business relationship.
So, how can you get some time with decision-makers? According to Julie Thomas, president and CEO of ValueSelling Associates, you must show through research and thoughtful messaging that you understand what they want to accomplish and that you can solve their problems more effectively than your competitors.
In this issue of Promotional Consultant Today, we discuss Thomas’ three keys to gaining access to executives.
- Customize your messages. To get your sales message seen, never rely on email blasts that aren’t tailored to the executive, their role or their industry. To create a personalized sales message, Thomas says you must first understand your client. Who are they and what are their functions? What kind of issues might they face? What are some key performance indicators they may be measured on? The goal is to gain some insightful knowledge about your prospects so you can make a warm introduction.
- Provide relevant value propositions. When reaching out to decision-makers, aim to send a creative and unique message, and also be sure to include pertinent information. Thomas notes that your research will enable you to connect the dots and use the knowledge of the executive, the industry and their activity to discover their challenges. When you have this information, you can craft a compelling and tailored message to provide value to the decision-maker.
- Time it right. To increase the odds of hearing back from a decision-maker, always pay attention to the timing of your outreach. When executives receive a message on a topic that is on their mind, they are more likely to open it, read it, and perceive it as an opportunity to learn more, says Thomas. While you can’t control the timing aspect from the buyer’s point of view, you can control your message’s customization and relevancy.
When a key decision-maker agrees to speak with you, come prepared to talk about business—not just about specific products. According to Thomas, the best conversations highlight what is most pressing to the prospect’s needs and problems.
You can refer back to your initial research to create personalized and relevant messages that you can then use to engage in meaningful discussion. Be sure to ask questions based on what you know about the decision-maker, company and industry to unearth the important business issues or problems that are preventing the executive from achieving their company’s strategic or operational goals.
Compiled by Audrey Sellers
Source: Julie Thomas, president and CEO of ValueSelling Associates, is a noted speaker, author and consultant. She is a contributor to Forbes.com, the Forbes Business Council, and the LinkedIn Sales Blog.
