Some sellers fail miserably when trying to gain access to a company executive. Unfortunately, rather than taking the time to develop a strategy, they smile and dial, hoping their canned pitch will be enough to get an appointment. This strategy doesn't get many sellers past today's sophisticated executive gatekeepers, and many aren't willing to give a seller a second chance. It's imperative for sellers to take full advantage of what could be their golden opportunity to gain access to a key contact.
**Research the Issues**
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You know you must do your research before you even think about contacting a new prospect. Your goal is to create an opening statement that will grab the executive's attention. However, don't overlook doing the same for the gatekeeper who is more likely to answer.
In doing your research, one of the key things to look for is something that will cause the gatekeeper to say, “Mr. Executive needs to speak with this person!” To accomplish this, learn more about the company as a whole and the executive's area of responsibility by performing more effective research.
* Identify compelling business issues that the executive, or his competitors, may be facing and that you have solved for other clients
* Determine business priorities the executive may have in common with other clients you work with
* Look for business opinions the executive has expressed that are in line with your company
* Seek out people you might both know; someone you can reference or who might offer you a referral to the executive
Use this information to create a powerful opening statement that will differentiate your message to both the executive and the gatekeeper. Include:
1. The business issue or priority you suspect
2. Financial results you can provide
3. A reference or referral that adds credibility
**The Gatekeeper is the Executive**
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Once your research is complete, and you begin to establish contact with a company, you will likely encounter one of two types of gatekeepers to the executive: an executive assistant or receptionist, who has been charged with the responsibility of keeping people from wasting the executive's time.
When confronting these gatekeepers, make it apparent that you've done your research by using your well devised and differentiating opening statement - exactly as if you were speaking directly with the executive himself.
An executive assistant is often very knowledgeable and will understand the importance of your message if you have hit on an issue or priority the executive - or the organization - cares about. Ask for the assistant's help in identifying the right person to speak with. If the executive is the right person, ask for their help in setting an appointment. The assistant will grant you an appointment - if he or she feels it will be of value to the executive based on the priorities the executive is focused on. Or, the assistant may refer you to another contact in the organization with those priorities. Either way, you're in the door!
The receptionist may also be able to refer you to the appropriate contacts after hearing your opening statement, provide the executive's email address, or give you insights into the best times to reach the executive. You may choose to seek out the receptionist to gather this information while also gaining access to other contacts.
As you gain access, follow up to thank gatekeepers for their assistance. Be friendly and appreciative each time you speak with the receptionist. As you navigate the organization either at the executive's or the assistant's recommendation, update both on your progress and next steps to build your relationship.
Treat both types of gatekeepers with respect and professionalism and the assistant and receptionist will facilitate, rather than block, your entrance to the executive and the organization.
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216
Date Published :
Jun 15 2009