Getting the Attention of the Decision Maker – its a tough business but if you know what you are doing it can be the difference in making or breaking your goals. Getting the Attention of the Decision Maker isn’t like it used to be – where a sales leader or marketing manager hands a list and tells you to make a hundred dials. Today, speaking directly to the decision maker requires three things to be effective – Targeted Buyers, Tactical Approach, and Tailored Messaging.
Targeted Buyers: Account-Based Selling is white hot right now with sellers seeing an average contract value of 171% greater than their peers. Why, because the people and companies that are the ideal fit for your solution will pay a premium for your products or solutions! We highly recommend taking a census of your customer base to find look alike companies for prospecting. These customers could be geographic, revenue-based, competitive technologies, or in the same industry – but the key is to narrow the list down something manageable. From there, you want to identify all the people who are involved in the decision making process of your solution. If you don’t know who those people are, take a deductive process starting from kick-off to evaluation and name all the titles that are involved in your product. Once you have this process completed – find the titles of your buying committee at the companies that look like your customers. This is your call list!
Tactical Approach: When calling a decision makers, it is vitally important to call directly. Sellers are 147% more likely to get the C-suite on the phone if they call directly – which stands to reason if you think about gatekeepers and phone trees designed to prevent access. By committing to calling decision makers directly you will net results quickly. A study from TOPO found the the average Time to Dial is 80 seconds for a switchboard vs. 45 seconds to dial direct. So the math here is quite simple – having direct dial phone numbers save the average seller 15 minutes per hour.
Tailored Messaging: If you are looking to translate your conversation with a decision maker into a real appointment – you need to be capture their attention within the first 10 seconds – then keep it with asking informed questions. The challenge however is how to prep for a quality call but not slow down on the volume of calls needed for successful campaigning. We recommend taking 3 minutes before you call a decision maker and prepare with the account, buyers, and use cases.
Minute One – The Account. Companies make purchases because they are either dissatisfied with what they currently have or they have a pain they have yet to remedy. Its the seller’s responsibility to understand which one to make the right sales play. First, ascertain if the prospect is using a competitive solution to see if they have already addressed the issue your company can solve. It they have not, look for triggering events to link your solution to solve stated pains or goals. Use the News!
Minute Two – The Buyers. CEB has stated that the average B2B purchase has 5.4 decision makers and most sellers are talking to the lowest one on the org chart. Successful sellers uncover the entire buying committee by name and position. Then they have these individuals ready to reference as fellow decision makers in the sales process. By letting the decision maker know – you know the other players it shows you are prepared.
Minute Three – Use Cases. Buyers want to understand how their peers have used your solution to solve similar problems. Having specific use cases available by industry, size, location, competitor, title, and product before the call will show the prospect you are knowledgeable and prepared.
If you do not get the decision maker on the phone then always leave a voicemail – this is a chance at a 30 second commercial. On the voicemail, tell the decision maker when you are going to call back and ensure you do so! If you get the decision maker on the phone and cannot secure the appointment, then ask them to refer you to the other members of the buying committee you have researched. Call them out by name. Lastly, ask if there is anyone outside of their company whom they would recommend. Never miss an chance for a referral.
If all else fails the main point to consider is that your buyers are very busy and you are one of many unsolicited interruptions they receive during their day. There is no perfect pitch – but there is a perfect campaign. Today might not be good but tomorrow is better. This message might not work but the next one might. This might not be the right person but the next person could be. Keep at it but the one thing you have to be is – tailored. The form emails and voicemails will never get the attention of the decision maker.