Much attention is paid to the very important task of making sure that salespeople are able to get in front of – or on the phone with – decision makers. Equally important, however, is knowing what to say to a decision maker once a salesperson gets the chance.
Speaking with decision makers can be intimidating. After all, lead generation efforts are in most cases only seen as a success when they culminate in a meeting with a decision maker. No matter how experienced a salesperson or telemarketing professional is, presenting to a decision maker is not always easy.
Thankfully, there are ways to interact with decision makers so that the conversation goes as smoothly, and as successfully, as possible. The first way to do this is to recognize that time is money. Important people don’t have a moment to waste. While it is natural to want to launch into your sales pitch as soon as possible, make sure you always let the decision maker know that you understand that he or she is very busy and that you don’t plan on spending too much of their time.
An opening such as, “I understand you are busy so I will only take a few minutes of your time,” will go a long way. Such an opening allows the decision maker to concentrate on what you have to say instead of how quickly he or she can get you to wrap it up.
It also is important that a salesperson acknowledges the elephant in the room – or on the line. For example, if it is likely that a decision maker will turn you down because there is no money in the budget for what you are proposing, lead with that fact. “I know you might not think you can afford this service, but I’d like to tell you why you will actually make money by using it.” Stating this fact keeps the focus on your service, or product, instead of why there is no money to pay for it.
Finally, once you have made it clear that you understand how busy the decision maker is, and that you have a product or service that they really need, it’s time to do what you said you would do. This means explaining in a clear, concise, and well-researched manner how you can help improve business. And when it comes down to it, there is nothing more important to a decision maker than knowing you value his or her time and that you want to help grow their business.