Door Openers to the C Suite
Written by Harlan Goerger
So you want to get to the top decision maker! Here is how its done!
Books are Unique and Open Doors when done Correctly.
Salespeople respond; “Yes, but how?”
Get the attention of crazy busy people today is a challenge. Phone messages go unanswered, emails are ignored or deleted, snail mail is never opened and C level people are not available to the salespersons efforts.
In 2008 I ran a test trying to get responses from C level people in various size companies in the region. In some categories we had a 80%+ engagement rate! In others we had a 50%+ engagement rate with the C level. By the way these were new potential prospects off a mailing list!
Many turned into appointments, several into clients, here is what we did…..
What We Did:
First lets make sure you have a targeted list of semi qualified prospects. You have researched the companies, have the right names and are 80% sure you can provide a solution to the business.
We targeted two different size companies, those between 5-10 million in sales and those 10 -30 million in size. They had sales teams and showed growth over the past 2-5 years. Their decision making C level people were within our specified region.
At the time my first book, The Selling Gap was not yet published, so we utilized several books from Dr. Kevin Hogan. Doing this we could also get some idea if the titles had any impact. Psychology of Persuasion and The Science of Influence were the two we used.
Each week we picked 10 names, 5 from each group size, and sent a letter outlining challenges we understood they were facing, a hardcover book as a gift, a tie in to the problem and the book and our information. This was sent by FedEx 2nd day so we knew when it was at their office.
The assistant almost always passed us right through if the C level was available. If not they indicated when the C level would be available and if we called back they would pass us right through. Many provided the direct number to either the assistant or the C level person.
When we connected with the C level person, the majority indicated the book was still on their desk! A few had begun to read it, others indicated it was a unique idea.
Our stats showed the following results.
Of the 5-10 million companies, virtually every C level indicated they had never received a book before and thought it was very unique. Several indicated they set the appointment with us just for that reason. Our phone contact rate in this group was close to 90%!
In the 10-30 million companies about 25% of those we connected with indicated they had received similar gifts. Our phone contact rate in this group was in the 50% range.
How do these stats compare to your current stats on prospecting and conversion? Yes the books, FedEx and postage cost and it takes time and preparation. So you invest $10-20 for a book and $8.00 for the FedEx, how much is your current method costing you in time and frustration?
Here are the suggestions for doing this.
As an author of business books it carries even more credibility and weight. It is one of the reasons I’ve written three books!
Today I can send one of my three books to a C level person and am 75% sure I’ll get to talk to them by phone. If the book is flagged for a specific page with reference to the solution it gets even better.
This sure sounds great, but my company will never approve the expenditures or let me spend the money! My only answer to that is; drop the excuse, this is your career and potential customers. Your income will go up directly in proportion to your efforts. Buy the books yourself!
Actually, if you contact the author directly you can often negotiate a good discount for a volume purchase, many times at a lower cost than on Amazon! Personally I do this all the time. Even with a deep discount I still make more per book on a direct bulk sale than through Amazon.
Books like Bypassing NO in Business and Business Expert Guide to Business Success are very universal in business applications. What C level person doesn’t want to get more “yes’s” in their day? Yes there can be a nice discount for bulk orders, just contact me directly HG@AskHG.com.
Why does this work? Here area few reasons:
It is up to you to take the challenge. Are you the same as your competition or leading the way ahead of your competition?
To your success, it’s your choice!