What´s not working in your cold calling program? Part Three

You´re not speaking with the decision maker

One aspect I neglected to mention in part one of this series is the necessity to speak with the right person, otherwise known as the decision maker. Many potential meetings have been lost or wasted due to the fact that your cold caller isn´t getting you in front of the right person. Who is that you ask?

The definition of the decision maker is whoever handles the budget or makes the final decision on purchasing whatever services you´re offering. Sometimes you may need to meet with the assistant to get to the decision maker, in which case you may not have a choice but to meet with them. Just keep in mind that when this happens you"?¦

A) Need to be nice to this person

B) Understand that this person has no purchasing power but may have influence over the decision making process.

The bottom line is to make sure you´re speaking with the right person.

EX: "I understand that you´re the person handling the business development for the firm?"

The important thing to remember here is that you have to play by the prospect´s rules to get your foot in the door. Sometimes it means that you need to get in thru the back door. But however you decide to get in the door, just be sure to get to the right person.

Next Column:part four