Knowing Enough To Get In.
To help your “chances” of getting in to see the decision maker, it makes good sense to immerse yourself in your targeted customer’s business.
The new sales model is spelled “power.” And we all know that knowledge is power.
If you don’t invest time in getting to know your target audience you will be written off as a lightweight.
As best you can, figure out:
- How your product or service impacts your customer’s business
- Have pro-active discussions driven by intelligent questions
- Generate high-value ideas to improve their performance
- Create an informed business strategy
- Differentiate yourself from the others
What is your primary goal? To get in and sit down with the decision maker. To get by the “gatekeeper.”
Any crack in the door will do … or an open window. But act swiftly because these “windows of opportunity” close without notice. Business works like that … in over-drive.
This is worth repeating: The more you know about the company, the more obvious it will be that you have taken the time to do your homework. This can’t possibly hurt you.
Key in on the lingo. Talk their talk. Know what all the acronyms and buzz-words mean.
Scrutinize their website.
- Interview their customers
- Talk with people who work there
- Order or use their products
- Visit a Trade Show
How about looking for a few newsworthy events to help your chances for entry? These are sometimes known as “triggering” events. Your competition will not think of this.
- Poor quarterly earnings
- Recent spin-offs
- New funding received
- New product announcements
- New management
- Pending legislation
- Downward business spiral
- Landing new accounts
- New technology