Tips to help you tackle those top-level prospects
By Terry Booton

Which is easier? Starting at the top and climbing down a ladder, or starting at the bottom and climbing up? Most would agree that climbing down is an easier task. Yet, many salespeople prefer to start at the bottom in prospects’ organizations and fight their way up to the top decision-maker.

Sure, calling on the top decision-maker may seem intimidating. In fact, you may be able to offer any number of excuses:

• “Presidents don’t get involved in these decisions.”
• “I can’t get past her secretary.”
• “The CEO won’t talk to someone like me.”

Actually, any intimidation you feel is unfounded. Company presidents are among the easiest people to reach. Reason: Like you, top decision-makers are interested in making money. If you can show them ways to do that, they will be very interested in listening to what you have to say.

However, you must earn the right to spend time with them. That requires two things. You must:

• Have comprehensive knowledge of your product or service and your customer’s business.
• Be able to use that knowledge to show decision-makers how you can save them money or increase their profits.

Bottom line: If you plan to call on presidents and CEOs, be fully prepared. Have something of real value to offer and know all about it. Top-level prospects won’t give you time if you can’t explain the specific benefits they will receive if they buy.

Don’t try to force-fit your product or service to the customer. Think like the customer: Learn about what the person needs, learn how your product or service can fill those needs and have a positive impact on the decision-maker’s income statement.

Take these five steps before you attempt to set an appointment with a top decision-maker:

1. Understand the customer’s industry in general and business in specific.
2. Know your competition for that business.
3. Prepare a cost justification for your product or service.
4. List references—the names and phone numbers of current satisfied customers.
5. Identify an “earth-shattering” point about your product or service that will grab the decision-maker’s attention quickly.

Then, search for an innovative way to make contact. One of the best: Take advantage of networking. Ask the top decision-maker in one of your current customer organizations to give you the names of some of his or her friends. Ask that person to contact those associates for you, introduce you and help you set up an appointment.

Terry Booton is the author of Cracking New Accounts and President of Advanced Marketing Instruction, he’s a speaker, consultant and sales trainer.