In light of the downward move of our economy, most of the sales organizations in this country are scared spitless. I hate living in fear. Bet you don't like it much either. What if you could earn lots more, in considerably less time, and feel mightily successful when your competitors are so scared they're spazzing out (haven't used that phrase since high school) chasing their tails in circles, whimpering, "If buyers aren't buying we aren't going to have a business."
Top Dogs Want Your Calls
Believe It! Wouldn't your ears perk up and your tail wag with anticipation at the thought of spending your selling time in front of nothing but qualified prospects, with unlimited check writing privileges, and the ability to say, "Yes" to your solutions and services? Could you sit up and shake hands with prospects that remove obstacles for your implementation, significantly reduce frustrations, and sign off on multi-million dollar contracts with you?
Yes, even in a slow economy! These things can and do happen with Top Dog Selling Strategists. These top-dollar sales professionals thrive, regardless of economic conditions. They understand that a down economy gives them the Lead Dog's edge, a hunger for bigger contracts, better contracts, and faster contracts. With laser-like focus, they mercilessly scrutinize, prioritize and chew to shreds their least profitable sales practices and identify ways to leverage their time for more dollars.
What do they do to keep business strong? Make the change to Top Dog selling. They faithfully call on the presidents' offices of their existing clients and of prospect companies. Understanding there is no other single business decision like this change in selling strategy that will increase sales revenues geometrically.
A recent publication reported that firms are hiring additional sales staff to generate revenues. Most likely those companies justify their investment in salaries for more sales people by thinking these positions pay for themselves in terms of revenues generated. That's one approach. How 'bout trying this, support your existing sales force with increasingly productive sales strategies. Leverage their profitability by transitioning to a top-down sales strategy. Make sure that a call below the office of the president no longer counts as a sales-call. Reward them as they schedule appointments with Top Dogs.
Sadly, sales professionals continue to use the bottom-up sales methods they were taught in the beginning of their careers, even though these habits bring in less than top dollar results. They steadfastly hold onto the familiar, in spite of reason. At this point, the commitment to a less profitable strategy is for some a desperate retreat to the safe and comfortable. For others, pure ignorance. If you are currently doing business with levels below the office of the president of your client companies, make a profitable change. Get in front of the president.
Top Dog Is Better Than "C" Level
Many an inexperienced pup will protest this idea and insist on being more inclusive ... saying with their nose up in the air, "My prospects are the people in charge of hiring, the CIO or some other 'C' level person." Listen up pups, Big Sales Dogs don't even bother to sniff at that kind of reasoning. Here's why. When you call Top Dogs first, you have everything to gain, nothing to lose.
First of all, you may get in to see the Top Dog and where else would you rather be than in front of the-buck-stops-here person with more decision-making authority (ability to say "Yes" to you) than any other person in the company?
Secondly, if a call to the president results in a referral to a "C-level" person, such as the CIO, your positioning is stronger than it would have been without that call. What started out as a cold call has quickly turned to a warm introduction from the President of the CIO's very own company. As you call the CIO you can honestly say, "Your president's office said you were the one to handle this call." A far more powerful opening line than, "Hello, my name is J. Doe with ABC Company." Don't you agree?
Change Your Prospecting "Hit" Ratio
Business to business numbers since the early 1950's have been 2 out of 10-meaning a sales pro who calls 10 prospects will get 2 appointments. It's a numbers game. When you add Top Dog selling strategies to the mix you see a staggering change. Top Dog Selling Strategists get as many as 8 out of 10, that's 8 appointments out of calls to 10 Top Dogs. That's a skills game. These skilled sales pros consistently prospect Top Dogs, presidents of companies; they learn how to control and direct the 90-seconds of telephone time they have with the Top Dog or his assistant. And they use benefit statements, open-ended, close-ended, and alternative of choice questions to their strategic advantage.
"'What?' A handful of you say as you recoil in horror. You want me to go over the heads of the people I'm working with now to meet with the president?" I understand the Naysayers are fearful of offending the lower-level people with whom they are currently doing business by going over their heads. No one is suggesting for you to sabotage your current low-level relationship. However, I am telling you straight up that the path to a level of selling that you never dared dream of is available to those who leave the comfort of the familiar for the potential of Top Dog selling.
Top Dog sales professionals learn to rule fear so it doesn't have a chance to rule them to a less productive end. Fear serves you well when it tells you that more information is needed before moving forward. And most sales pros, when given the words to say, will calm their fears enough to go over the heads of their existing low-level relationships and meet with Top Dogs, on their turf, where the big bucks are. Just tell your lower-level contacts that your new business directive calls for meeting with Top Dogs. And that you'll tell their president how pleasurable and profitable your working relationship has been. From The Top Dog's Viewpoint - What's specifically and strategically not said is as important as what is said.
Take note, there is nothing in this scenario that asks permission from the lower-level person to speak to the Top Dog.
-Your job is to control the conversation. Politely, but firmly, convey the decision of your new selling strategy.
- Tell the president about your successful relationship with the lower-levels.
- Your praise of a former contact identifies you as a partnership player as opposed to an outsider who will climb over anyone to get to the top.
- The Top Dog will understand the business implications of your words, that is, your services have already proven to be profitable to his/her company.
- Less time is required for implementation of your services, as the people are familiar with your systems.
- Past success on a small scale suggests your services are a risk worth taking for success on a larger scale.
Look at your time and talents through the experienced eyes of the Big Sales Dogs who have gone before you. Apply their wisdom to your business, move to the head of the pack and enjoy frolicking with the Top Dogs as your sales go through the woof!
Forward this article to friends—they'll thank you for it!
Copyright 2006 Top Dog Consulting
For your FREE mini-course "Jealously Guarded Secrets to Cold Calling Company Presidents" visit http://www.ColdCallingExecutives.com! Or call the office of Your Sales Coach for Extreme Profitability, author, speaker, Leslie Buterin (like butterin' bread) at (316) 260-3800 9-3 CST (that's Kansas City/Chicago Time) |
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