Cold Calling Executives

What does it take to get an executive to take your call?  If you've ever agonized over that question (like I have on more than one occasion), you'll be surprised at just how easy it can be.

At a recent family gathering, my brother Steve shared a story about how he got ahold of the CEO at a huge, multi-national firm.  His approach was so simple, so direct and so unpretentious, that it worked the very first time he used it.  And amazingly enough, when he picked up the phone he didn't even know that the person he was calling was the head honcho at 3M Company.

What did he say to immediately get through both gatekeepers?

Let me give you a little background first.  As a volunteer for the Orono Hockey Association, my brother was contacting parents who said they'd be willing to help out during the hockey season.  He was busy going through the list, calling everyone. 

When he dialed Jim McNerney's number, his assistant answered,  "Mr. McNerney's office. How may I help you?"

"I'd like to speak with Jim," my brother said.

"Who is this?" she asked. "And what is this in regards to?"

"Steve Ulseth," he answered. "Orono hockey."

"Just a minute, please," she said. 

Seconds later, he repeated the same scenario with a second women.  The next thing he heard was, "Jim McNerney, here."

I know. I know.  You're probably thinking, "But he wasn't selling anything.  I couldn't use that approach."  Well maybe not exactly, but there certainly are some lessons to be learned here. 

Let me give you one more example.  Last spring my college age daughter decided she was going to try something new to raise the $5000+ that her Destination Imagination team needed to go to the Global Finals.  She was tired of nickle-and-diming it with car washes, raffles and candy sales. 

After much deliberation and research, she determined that Pepsi would be the ideal corporate sponsor.  I told her that they probably wouldn't "give" her money just because they wanted it.  So she came up with an idea that she felt would be fair trade. 

She then located the name of a Vice President of Marketing and made her phone call.  Of course, he didn't answer; she got his administrative assistant who immediately wanted to know who was calling.

"Katie Konrath.  I'm a college student," she said. 

"Is he expecting your call?" the assistant asked.

"No.  But I have a PR idea I want to share with Mr. Big," Katie answered. "Could you please tell me his email address so I could send it to him?"

Within seconds she was given his email.  She sent him an explanatory letter explaining her concept and got a return email within days. 

So what can you learn about calling into the executive suite from these two stories?

1. Bring something of value to the executive. Ideas to improve their business are particularly seductive.  Information or knowledge related to competition or industry trends is important too. 

2. You have to know deep inside yourself that the reason you're contacting the executive is of value too - and not just some company line.  When you know that, your whole tone of voice and demeanor changes.  Relax before you actually place the call.  You don't want to sound anxious or overeager.

3. You have to be able to quickly net out why you're calling.  If you start mumbling on and on about a product or service, you'll blow it.  Gatekeepers zealously guard their execs from sales pitches of any sort.  They're only willing to pass on calls related to business issues or personal needs they know the executive wants to hear about.

4. If you sound like a peer when you call, the gatekeeper's red flags aren't raised .  When asked what you do, don't say you'd be honored to speak to Mr./Ms. Big or that you're a salesperson from xzy companies.  Instead answer, "Jill Konrath. Leapfrog Strategies.  I have an idea I'd like to share with her re: ..."

Cold calling executives doesn't have to be painful.  In fact, it can be downright exhilarating when you make that call and get right through.  When you're talking to executives, follow these same guidelines.  Remember, you only have about 30 seconds to pass their test.
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"Jill Konrath helps salespeople get their foot in the door and win big contracts in the corporate market.   Sign up for her free e-newsletter by sending an email to jill@sellingtobigcompanies.com . You get a free "Sales Call Planning Guide" ($19.95 value) when you subscribe.  Contact Jill at http://www.SellingtoBigCompanies.com or at (651) 429-1922 to find out how she can help your sales force take their business to the next level."

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Comments

[Alison]

Great info Thanks

[celia]

Very informative...

[denise]

very good advice and informative, gave me a great opening line revision I would like to try. Thanks

[Robert]

I really enjoy all of Jill's blog, and her newsletter. She always has very practical advices.

[Scott Jones]

Read Bob Beck's new book, Mutual Respect: The art and practice of the Quid Pro Quo selling approach

Beck talks about how to establish a mutually respectful relationship with a c-level exec in a large organization. Too often, we as sales people, think we must pander to their every whim. This is not the type of sales person that these folks want to do business with.

Great read!!!!

[David Wells]

Great advice. I've found that cold calling into a prospect is similar to calling on the editor of a newspaper. You have only 15 to 30 seconds to get their attention so you better talk about ideas that will help them. If you've done your homework, you won't come across like a salesperson and usually they will be asking for your name and when they can meet with you.