How To Reach The Decision Maker

Receptionists and good PAs are trained to keep undesired and unannounced visitors away from their bosses. One way they do this is by trying to direct the unannounced sales person toward someone other than the main manager or purchasing head. Despite this, some businessess in the current economic environment are starting to reuse cold calling as a way to get an appointment with a potential customer. They do this by sending their sales force out to a specific area where they are then tasked with systematically calling on all the businesses in that area. Their main objective is to try to see someone without having an appointment. So whilst most sales people continue to work only by appointment this sales training article looks at getting through to the right person without an appointment.

Neither you nor your salespeople are time wasters. You have valuable ideas, information and experience that will help the client's company, even if the client doesn't actually purchase anything! With this attitude you will radiate the right amount of superiority. During your next client visit spend some of your time observing the receptionist or secretary. These people very rarely receive a smile or a nice word! The first way to open the door is to smile in a friendly manner. Tell the receptionist or secretary as little as possible and as much as is necessary.

It is particularly difficult if you do not know the client's name. Here are a few examples of a strategy you could adopt in situations like this:

Salesperson: "Good morning! I would like to have a word with your boss. Who is that?"

Secretary: "Thomas Hunter"

Salesperson: "Would you please tell Mr. Hunter that ... (your name) would like to speak to him?"

Secretary: "On what matter?"

Salesperson: "I would like to tell him about our company and arrange a further appointment. Would you please tell Mr. Hunter that ... (your name) would like a few minutes of his time?"

You have replied correctly to all the questions the secretary has asked without allowing them the opportunity of prejudging you and your case. Only a few of the more experienced secretaries will then go on to ask you further questions.

Another strategy is to take the secretary unawares by asking a surprise question:

Salesperson: "Good morning. I have a question."

Secretary: "Yes?"

Salesperson: "Is your financial manager a man or a woman?"

Secretary: "A woman."

Salesperson: "And what is her name?"

Secretary: "Karen Barker."

Salesperson: "Would you please tell Miss Barker that ... (your name) would like to talk to her?"

The trick here is to ask simple, unambiguous questions which can be answered quickly.

As with any techniques, you need to practice these strategies to find the words that work for you. Role play on sales training courses can be a good way to practice such skills.

If you are successful and overcome this hurdle, you still have not reached your goal. In many instances, the secretary will keep you waiting. She will try and ascertain the nature of your visit. This is when you need to use a great deal of tact and sensitivity. Again, only tell the secretary enough information to make you appear interesting, without allowing her to jump to conclusions! Here are some more examples of strategies to try:

Secretary: "Good morning. My name is Sally Kern. I am Mr. Murry's secretary. What can I do for you?"

Salesperson: "Good morning. My name is ... (your name) from ... (your company's name). I'm here today to tell Mr. Murry a little bit about our company and arrange an appointment with him. Would you please tell him that I'm here?"

Secretary: "What would you like to discuss with Mr. Murry?"

Salesperson: "We are at the moment working on an idea which many busineses in your branch of industry have found has saved them a great amount of time and money in the manufacturing process. From the many discussions I've had on the subject, I know that managers can quickly assess whether this idea is an interesting one for their particular company or not. Please may I have a word with Mr. Murry?"

Name very general and on no account product-specific advantages, since consumers already assume that the majority of trade names come from well-known manufacturers.

Because you want to speak to the senior manager, you should choose a problem area of overriding importance which falls only within the remit of such managers. If you describe the product advantages in too much detail, you will be running the risk of being referred to someone else, who may have no influence over the decision to buy.

Try and emphasise the urgency of the matter: mention a time limit for your offer or the date of an imminent price increase! If you have travelled some distance to get to the area, then tell the secretary this and mention that this is the best, if not the only time you can talk with her boss. At all costs you should avoid the lethal set phrase: "I was in the area and thought...!"

Especially when you visit large companies and want to see people higher up the corporate ladder, you will be confronted with educated and well-informed secretaries. Never insult or provoke them. Answer as follows to their requests for additional information: "I understand your question, but I can't tell you everything in a few short sentences. If you like, we can arrange a time for me to tell you more about my company and our ideas."

This way, you will pamper the secretary's feeling of self-importance. In many cases, the secretary will not want to burden herself with such details and will send you in to see her boss. If she takes you up on your offer, then arrange a time and then treat her as if she were the "number 1" person.

The recommendation strategy can also be very effective. After introducing yourself say, "I'm visiting Mr. Murry today on the recommendation of one of his business friends, who is a client of ours. He thought that our idea would interest Mr. Murry. Would you please tell Mr. Murry that I would like to talk to him?" You should only use this strategy should if there was a genuine recommendation!

Do not let the cat out of the bag too early. Name a general advantage and talk about an idea. Otherwise you will be running the risk of the secretary going into her boss's office and saying, "There is a Mr. Moss waiting outside, who wants to sell us office machinery, XY accessories, insurance..". They will quickly come to the decision that they do not need your products. A good sales training course will give you more information on objection handling.

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