Cold calling is still an effective way to reach key executives and open the door for a sales conversation, IF done correctly. I find that many sales reps preemptively try to diagnose the problems of a prospect and how they will solve them. Reps do this with little information and statements that are riddled with assumptions. I call this a “you-based” approach. For example, “YOU have these problems Mr. Prospect and YOU would have so much more success if YOU do it this way. We can save YOU so much money, time, etc.”

Would YOU call someone back after a pitch like that?

What it takes to schedule time with a key executive is different than what it takes to win a deal. Key executives don’t need to know exactly how a solution will work in their environment to be willing to set a time to learn more.

Below are some high level messaging concepts to gain the interest of key executives in setting a time to learn more:

1.)  Reference by role: Executives typically are very curious about what their peers are doing. Make sure to reference the role to demonstrate that you know who you are calling. While it’s not a guarantee that all executives share the same pain, referencing the pain by role allows prospects to relate to the same challenges and piques their interest about the solution.

2.)  Reference by company: Executives also are curious about what similar companies are doing. Executives naturally want to be thought leaders and “in the know.” Reference peer companies by industry segment, size or geographic location.

3.)  Share metrics of the impact experienced by others: Executives can’t argue with the real experiences of others. They may debate if these same metrics will be true for their companies. At that point, the conversation has started. Door. Opened.

Happy Calling. Smart Prospecting!  

Originally post by Jenny Vance