By Sean McPheat
Often sales companies have a rigid idea of the perfect prospect and their identified target market. While there is nothing essentially wrong with this, you want to maintain some flexibility. Because the ’book’ says that you must go through a certain door, does not mean that there are no other doors that smart sales professionals can open.
Broaden Your Approach
Your sales process may state that you are to go in through the IT department and close the CIO. However, should this route prove difficult or impossible, does not mean that you have to give up on that company. Simply find another way in and start basically anywhere. Once you get into the company, into the telephone system and past the gatekeeper, you will have much more flexibility to reach the party you need to speak with.
The Unqualified DM
You have been trained to avoid wasting time with unqualified people and you know that you need to qualify to make sure you have the decision maker (DM). However, there are times when you may want to talk to or even meet with some of those unqualified people to help move the sales process forward. Someone who is not qualified to make a decision is usually more receptive. When getting to the main DM is near impossible, get with a subordinate and just get in the door. Also, you never know exactly who can be an “influencer” in the company.
Other Departments
Lastly, keep in mind that whatever it is that you sell, usually there will be some beneficial applications for your product or service in another department of that company. Look for sales opportunities in other areas when applicable.
This is also a great tactic when you have no name or don’t know who the DM is. Just get in the door and start making contacts. People in the company, in other departments, will refer you to the correct person.
Also, this should never be your first option. Because a hard gatekeeper screen stopped you from reaching the IT Director, after you only made one or two phone calls, does not mean you should run out and set an appointment with the groundskeeper.
When you have exhausted your options to move the sale forward, then go in the door that is easiest to open and start there.
Author Bio: As a sales expert, Sean McPheat is asked to help businesses to improve their sales through consulting, coaching or training. He is also the managing director of MTD Sales Training, the internationally renowned sales improvement firm where he leads a team of 25 sales trainers who have delivered sales solutions to over 50,000 staff. Follow Sean online here.
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