MODERN SALES
Mary would often have insight
about the project, which she was
happy to share. If we determined
it was appropriate to speak with
Dave, I would be sure to never
exceed the allotted time. And, after
each conversation, I would report
back to Mary so she knew what
transpired. We did millions of dollars
of business with their company, and
Mary was a key element to each
interaction.
I often work with sales professionals
who endlessly complain about the
people they reach on the front lines
for target clients. The salespeople
whine that they can’t get “past the
gauntlet” to reach the decision
maker. So, why do some people have
an easy time, and others have such a
tough time? It comes down to three
simple steps:
1. Their job is to project their boss’s
time. The so-called gatekeeper’s
job is to protect the executive from
people who would waste their time.
If your message is about you and
not them, realize that you are not
getting through. If you focus on the
types of challenges you solve for
similar clients, and you are specific
about the short amount of time you
would require to see if there is a fit,
you might earn a few minutes to
determine value. But, if you show up
as a pushy salesperson talking about
you or your company, you won’t be
invited back;
2. Be honest. I was at home the
other evening when a telemarketer
called. They said “I’m not selling
anything; I just wanted to ask you a
few questions.” I responded “That’s
too bad, I was hoping to make an
impulse purchase, but I’ll have to get
over it. What are your questions?”
Nobody wants to buy from someone
if the relationship starts off with a
dishonest tactic.
3. Respect their position. The
gatekeeper, executive assistant,
receptionist, etc. wields incredible
power. Many a salesperson has
made the mistake of not treating
their positi