Books are Unique and Open Doors when done Correctly.

Sales trainers and managers are constantly stating; “Get to the top decision maker or your wasting your time!”

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.

Two days after they received the book, we would make the call. If we encountered the executive assistant we would indicate the call was concerning the FedEx package and special gift provided the C level person. The majority recalled the package, many assistants had opened the package and knew the contents.

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.

The Results:

Our stats showed the following results.

• 80%+ we got to talk to the C level person on the phone.
• 65% of those set appointments.
• 25% did some level of business with in the next 60 days.

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?

The Plan:

Here are the suggestions for doing this.

1. Be sure you have a targeted specific market, have done your research and identified your best potential prospects.
2. Define the problems they are facing and the solution you can provide. If you can not identify a specific problem, your shooting in the dark.
3. Determine what type of book would link to the problem and solution. Be sure the content is in line with your solution. This means you read the book!If you are providing marketing services, a good book on branding or social networking might be good. If you are in fleet sales, something on managing costs or better buying practices may fit.Also, if they are an avid hobbyist ie: car collector/hunter/fly fisherman a specific book on the topic could also work, but be cautious that it does not come across as “buttering up”.
4. Determine how many calls you can actually make. Sending out 100 a week is not going to work, you’ll never get the followup done. Be realistic, this is you focus during this time, that’s why we limited it to 10 per week.
5. Prepare several scripts about the issues facing the C level, not about your product/service, as well as how the book provides some insights. Yes scripts, this is a one shot deal and shooting from the hip will get you burned. The scripts need to feel natural to you.
6. Execute the plan! Get ready to go to the bank with big checks!

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:

1. Uniqueness, someone took the time to do something different and provide instant value.
2. It starts the Law of Reciprocity, people feel the need to return the favor in some way.
3. It shows professionalism and a person who values growth and change, who wouldn’t want to work with that type of person.
4. It challenges the C level to think about their business in a different way

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!
Harlan Goerger