"Hitch your wagon to a star." I don't know whether
Ralph Waldo Emerson was thinking about business when he penned that
phrase many years ago, but it seems appropriate. When you hitch
your wagon to a star, after all, you propel yourself toward the
highest reaches, you get the best view of what's below, and you
can go anywhere from there.
As an entrepreneur trying to sell your product or service, you
want to connect with other "stars." That means selling
directly to the top-to the presidents, CEOs and other top
decision-makers in the companies you target.
Too often it's fear that prevents us from placing calls to
people at the highest levels, so just think of it as F.E.A.R.
(False Evidence Appearing Real). The assumptions we make about top
decision-makers may or may not be accurate, but we let those
assumptions make us nervous and hesitant. Why? Company CEOs and
presidents are just people. And studies have even shown that more
than 80 percent of CEOs were in sales at one time or another, so
they know how hard it is for you to approach them directly. They
have great respect for people who have the skills and the tenacity
to make the calls.
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There are numerous advantages to selling at the highest level
from the start. For example, working top to bottom makes it easier
to get a clear picture of the company's decision-making
process. Even if you don't reach the top gun, you'll
probably speak with his or her assistant, who can provide valuable
information and direct you to the person who handles your type of
product or service. Then, when you call that person, you can
mention being referred to him or her by someone in the top-notch
person's office.
Another advantage to selling from the top down is the
establishment of important relationships. There's an old
saying: "The bigger they are, the nicer they are." Oddly
enough, it seems to be true. I've met a lot of high-level
executives over the years, and they're the nicest, most
genuine, most down-to-earth people, who appreciate others with
those qualities and enjoy talking to people who exhibit the same
enthusiasm they've had in their careers. They're usually
secure in their positions (unlike people who lack similar
authority). Plus, they don't have the inflated egos we've
all encountered in business from time to time. And if you're
straightforward with them, they'll reciprocate. Though they
won't always do business with you, they'll usually take the
time to guide you in the direction of someone who will.
Remember these pointers:
Do your research. Learn
as much as you possibly can about the individual, the company and
the industry ahead of time. There are so many resources available
today, so there's no excuse not to do this. Most companies have
Web sites that provide information about their products and
services. Search the Internet for newspaper and magazine articles
about key executives and the latest company news. Once you get that
information, arm yourself with ideas on how to help the company
improve or generate more business. Only then should you make your
calls.
Remember the gatekeeper.
Don't stumble into the trap of thinking the decision-makers are
only the people with the big titles. And don't ever
underestimate the gatekeeper's ability to influence the
decision-maker. Show respect to assistants, receptionists and
secretaries. Treat these people well, because they're often the
ones with the most valuable information about the company and its
employees. Moreover, they generally have enough influence to get
you in to see a busy top executive-or keep you out.
Practice top-down selling whenever possible. You may not hook up
with the main decision-maker every time, but remember it's
always easier starting from the top and selling down than trying to
push yourself uphill. When you hitch your wagon to a star,
there's no telling how far you can go.
Barry Farber is a noted speaker on sales, sales management
and motivation and is the author of seven such books, including Dive Right In(Berkley Publishing). Contact
him at (973) 535-9400 or at www.barryfarber.com.