Copyright 2006 Top Dog Consulting
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;Â 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!
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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)