7 Tips for Strong Results in Setting B2B Appointments with CEOs

 

As every salesperson knows, face time with B2B prospects gives you a foundation for sales success.  Execution in the appointment-setting process is, of course, is key to being successful.  

The ideal situation is to get sales leads via networking and referrals. But in the new economy – sooner or later – every successful salesperson needs to resort to sales calling.

To lay the groundwork for success in appointment-setting requires several attributes: Research, precise record-keeping, assertiveness and energy, patience, and skill.

In my B2B sales experience of big-ticket products and services – as a sales employee, manager and later as a business-performance consultant – I’ve learned that in-person cold calls work best in order to reach a CEO. Why?

In-person cold-calling the CEO quickly enhances your efforts to lay the groundwork for a long-term business relationship. It’s always best to start at the top because it’s much easier to work your way down than to work your way up. Your time is valuable. So save time in reaching the decision-maker.

Plus, you get to familiarize yourself with the prospect’s office environment, and it’s an opportunity to make a favorable impression with the people who count — the gatekeeper, an executive secretary and the top boss. If you’re really good and lucky, you might be allowed in to see the CEO to make an appointment.

Yes, I know, conventional wisdom dictates that you sit in the office to make phone calls. Bear in mind that gatekeepers are good at screening out telephone solicitations, but today’s generation of receptionists has less experience in turning back a savvy salesperson.

Here are the seven tips:

1. Train for a marathon. Anticipate that sales prospects will inevitably check you out, so make sure that you reinforce your brand and manage your Web reputation. If you’re really good, your prospects will already be familiar with you and your company.

Most people don’t like cold-calling, so make sure you’re prepared mentally to act with confidence. Research and know your elevator pitch to get your foot in the door, and when you meet with the CEO to set an appointment. Also know and prepare to use the seven steps to higher sales. (The seven steps include how to overcome sales objections.)

Research your desired targets. Know who the chief decision-maker is at each company. First impressions are crucial. To get past the gatekeepers, make sure you have professional demeanor – you have to look like you’re on the same level as CEOs – with a well-tailored suit and shined shoes. 

Be ready to engage the gatekeepers with empathy.  It’s not easy protecting the boss while dealing with dozens of phone calls and visitors.

2. Resolve to be resilient. If you can’t get in the door, remember it’s not a rejection. If a CEO does say no, it’s OK. That means you’re closer to selling to someone else.

As a young salesperson in economic downturns, I learned to treat the cold-calling process as a marathon. There were times that I made more than 100 calls in a row without success – then suddenly the dam burst and I enjoyed a flood of sales orders.

As manager and later as a business-performance consultant, I noticed there was one common trait why many salespeople were unsuccessful in selling to me. After a few sales calls, they gave up – just before I made up mind to buy. Normally, it takes five successful contacts before CEOs will buy from you. So keep at it until they say no, but expect their acceptance of you.

3. Celebrate any and all accomplishments. To help you stay resilient and mentally sharp after even small victories like getting an appointment, take time to relish your success. Give yourself a stroke for being tenacious,  and knowing what to say and when to say it.

4. It’s vital to be yourself. True, you’ll want to impress the CEOs, but don’t worry about being a chameleon. Simply listen intently and take notes in sales calls. Answer questions honestly with value propositions. Avoid using the latest buzz words.

5. Be detail-minded. Ask open-ended questions. Pay attention the person’s opinions. Remember CEOs have a unique job with few sounding boards – people with whom they can confide. Become that person. If you’ve taken good notes, you’ll be in better position to present your ideas so that they can be easily understood and appreciated on an emotional level.

6. Stay focused in your presentation. Don’t ramble. Use an economy of words in providing your introductory benefit statement and your value propositions in your pitch. Encourage questions.

7. Make selling fun and be consistent and tenacious. Enjoy the ride. Keep smiling even when you don’t feel like it.

Don’t give up. Once you’re successful, continue to make cold calls. Make it an important part of every day. Always have an attitude of hunger. Business is full surprises, so alleviate the uncertainty. In this way, you’ll be prepared in the inevitable revenue roller-coaster ride.

And, of course, don’t forget the power of a handwritten thank-you note on your monarch or A-2 stationery. That also means telling the CEO what you appreciate about the chat, your benefit statement, and a point to prevent buyer’s remorse.

P.S. Bosses often complain about lack of great sales talent. If you’re looking for a sales job, these techniques work when you execute them well with panache, assertiveness and value.

From the Coach’s Corner, here are related articles:

• The Lost Art – How and Why to Use Cold-Calling for Higher Sales
• The Six Secrets of Becoming a Winning Sales Organization
• 11 Sales Strategies to Outsell Your Big Competitors

A smart salesperson listens to emotions not facts. 

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Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.

 

8 Tips for Cold Calling By E-mail and Telephone

 

Since the advent of the digital age, cold calling went out of vogue. But in the lingering downturn – whether you’re in advertising or staffing services – cold calling has become the logical tool to use to generate clients or business customers.

For most businesspeople, cold calling isn’t the easiest route but it is a proven way of getting clients and customers. It gets easier and more fun with practice – using your value propositions.

Once you get some results, it will actually create a domino effect. A little bit of footwork leads to some business, which leads to even more business.

So it’s all about attitude – an attitude of gratitude and providing a valuable service to your prospects.

Here are eight tips:

1. Make certain all online references about you – social media, Web site and press releases – are professional. Once a prospect is interested in you, the person will search your name on the Internet. So do the footwork now.
2. Remember you’ll only get a brief moment to pique the person’s interest in a phone call. Develop a tantalizing phrase for your subject line, if you’re e-mailing. Know your elevator pitch before you start the sales process – benefits that differentiate you. Your initial goal is just to get face time to lay the foundation for a possible relationship. Don’t try to sell your products or services. Go for a single instead of a home run.
3. After you’ve identified the right prospects, also target centers of influence – people and organizations that can direct business your way. That means a business association, chamber of commerce or the news media using press releases.
4. The best time to make contact via e-mail or telephone is early in the morning. If you get the person’s assistant or receptionist, indicate you’d like to call back. Try to learn the best time to try again. But try never to allow an employee to forward a message to the person for you.
5. Engage the prospect by setting up a dialogue by asking open-ended questions. The best salespeople listen 90 percent in such conversations.
6. Demonstrate that you care about the person and her/his business, and that you listen. Follow up with a handwritten thank you note – or an e-mail, if you must. Include a restatement of the prospect’s concerns, an appropriate value proposition with additional information, and a statement to prevent buyer’s remorse.
7. Unless you are able to schedule an appointment in the initial contact, allow five business days before you follow up. Remember your image — you want to earn the business, but you don’t “need” it.
8. Be patient and persevering. Only a small percentage of the contacts will turn into prospects or sales. It often takes five positive contacts before a person buys. Make sure you’re not committing the seven deadly sins of selling. So use the best selling techniques, the seven steps to higher sales.

From the Coach’s Corner, here’s another article: The Lost Art – How and Why to Use Cold-Calling for Higher Sales.

“If you don’t take a chance, you won’t have one.”

 

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Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.