Cold Calling

Scary News About the Risks
By Leslie Buterin
www.ColdCallingExecutives.com

Sales professionals adamantly agree – the ideal platform for presenting what you have to offer is to meet with top decision makers. Surprisingly, the majority of those same sellers habitually prospect from the bottom up.

If meeting with the top decision maker is the goal, isn’t bottom up prospecting the long road to take? When pressed to answer this question most sellers say, “Yes, meeting with top decision makers is the ideal platform,” then they take a deep breath as they expel that one, all-powerful, self-defeating, progress-stopping, word  “but”:

1. “Top down prospecting isn’t appropriate for what I have to offer”
2. “I don’t belong at the top”
3. “I have a warm introduction to a lower level decision maker.”

These professionals are good at selling all right. Unfortunately they have unwittingly sold themselves on the idea of prospecting from the bottom up.

On the other hand, successful cold callers know in their heads and confidently feel that what they have to offer is of great value. The big difference is, they are mentally prepared and emotionally free from the “but” that keeps others from top down prospecting.
Top sellers recognize prospecting from the top down is the fastest, easiest, most direct way to serving their prospects. These sellers are free to enjoy what await all sales pros that practice top down prospecting:

1. Tremendous respect for your super-smart expertise
2. Incredible interest in; value for; and appreciation of the important information you bring to the table
3. Powerful strategic connections with the significant influencers who have unlimited check writing ability
4. The comfort of knowing the top decision makers are the best ones to evaluate the value and importance of the contribution made by you personally and by what you have to offer
5. Long term business relationships

The outcomes successful cold callers look forward to include:

1. Getting face time with the top decision maker or
2. Being referred to the next highest person with a warm introduction from the president’s office.
3. Understanding this is the best positioning possible

Successful sellers think, “Execs are the primary center of influence. I cold call top decision maker every time, because the best evaluators who see possibilities are there.”

*****

Forward this article to friends. They will thank you for it!

For your mini-course “Jealously Guarded Secrets to Cold Calling Company Presidents” visit www.ColdCallingExecutives.com or call New Business Development Coach, Leslie Buterin (like butterin’ bread) at (816) 554-3674 9-3 CST (that’s Kansas City/Chicago Time)

(c) 2008 Leslie Buterin. All Rights Reserved.

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