How to Reach a Decision Maker and Pitch Them Professionally

Reaching clients can be difficult when working in the sales industry. Gatekeepers, receptionists trained to filter out cold callers from speaking to the CEO, make it extremely difficult to even just talk to a decision maker.  And if you do get to the decision maker, it’s almost impossible to get them to listen to you. You have to understand where they are coming from, these potential clients get so many calls a day they don’t want to listen to you. So how do you make yourself stand out amongst the hundreds of other cold callers? Here are three tips for getting a decision maker to buy.

Build A Connection and Make A Friend

It is so important to build a connection. Building rapport is the best way to make the person answering listen to what you have to say. If you don’t make a friend first, they won’t care about what you have to say. When you begin the conversation, if you just start pitching them, most likely they will hang up on you. They don’t know who are you, nor do they care. They were not expecting your call, so unless you make your call matter to them, it won’t. That might sound harsh, but it’s true. Think about it, how do you react when a cold caller calls you? You see a number with a different area code and automatically think “Oh great, another cold call,” and the rest of that conversation is based on that. Making a friend before you pitch will break down those walls and get the person on the other side of the phone to listen to what you have to say.

Make Them Feel Special

Before you call them, research their business. If you make them feel like they are just another person on your call list, they won’t appreciate your call. If you make them feel like you’re calling because you  want them to be a special part of your project, they will appreciate you calling them to be a part of it. No one wants to feel like just another person. It’s like dating, if you make someone feel like they’re just another person on your list, they won’t have any interest. If you make them feel like they play an important part, that will come across strong, and they will want to be a part of what is going on.

Stop Pitching and Listen

Don’t talk over them. Don’t try to push a sale on them. Listen to what their needs are and how your product can benefit their business needs. When you understand a potential client’s needs, you can show them how your product will benefit their specific needs. Listening to understand is the best way to know if your product is beneficial to a potential client. If it is something they will benefit from, you can recommend the product to them based on their individual needs. You won’t know what their needs are if you try to just push the product on them and don’t listen to their individual needs.

Decision makers are accessible if you communicate correctly. Contrary to popular belief, it is more beneficial to make a friend and get them interested in your product than it is to push your product on a potential customer.


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