In most sales cycles, speaking with the decision maker becomes crucial, typically in later stages.

However, at the beginning of the sales cycle, it’s often unnecessary to speak directly with them to be effective. In fact, it’s my belief that in most situations it is not critical to speak with the decision maker to be productive with your work.

Here’s why:

• 1st – The sales cycle may never start for a particular prospect if it is dependent upon speaking with the key decision maker. In looking at the hierarchy of people involved in the evaluation of a purchase decision, there is no secret that the decision maker will probably be the most challenging to get on a phone call.
• 2nd – The decision maker might be removed enough from day-to-day activities that they might not be aware of issues or concerns with the current product or service that you are selling. If they are aware, it might not yet be high enough of a priority as it is to the decision influencers. If you get the interest started with the influencers, they can indirectly help you advance through the sales cycle.

If you have setup your teleprospecting game plan correctly, there is a good chance that you are both targeting a very specific business segment and this is the first time you are cold calling into this segment.

In typical selling scenarios, securing a deal with a single call is uncommon. Based on this fact, accept that there is a process that you will take that leads you to earning business. In the initial stages, take the opportunity to learn about the company, learn what current system they have in place, learn satisfaction levels, learn future timing for change and importantly, learn about the person(s) you speak with throughout this journey.

If you stay in touch, and cultivate the opportunity, at some point in the future you should have earned your way to speak with the decision maker. However, to get to this point you do not necessarily need to speak to a decision maker – decision influencers can be your best friend.

In summary, take what you can get while making your prospecting cold calls, capture this information and build upon it. Remain committed and consistent with making your cold calls. Never forget that selling is a game of numbers. The more work, the more you are persistent, the more you will earn the right to speak with decision makers, and when this happens, you will be properly prepared to earn their business.

This is a question I hear more and more frequently. 

The quick answer? Yes. 

The long answer? Yes, but let’s talk about it. 

First, if you agree that not every business person responds to only one prospecting method, then I suggest effective B2B prospecting includes the use of multiple prospecting methods, such as:

• Social media (Linked In, Instagram, Facebook, etc.)
• Traditional advertising (print, radio, TV, etc.)
• Website – website optimization
• Paid placement ads
• Telephone calls
• Emails

If your style is to focus only on select methods, there is a chance you are missing out on reaching decision makers that do not utilize the methods you choose to use. For example, if your primary approach is to sell business through social media tools, it’s likely that your message will not connect with a decision maker who does not use social media platforms.  

What should be expected is if you use social media, your message will be delivered to people who also use that platform.  On the flip side, it is not reasonable to expect your message to jump across different marketing methods to reach a broader range of decision maker who might not be connected to various marketing methods.

A second point –  I commonly speak with companies who are interested in hiring Dunlap Marketing. It’s also common for our first conversation to start with the representative sharing their opinion that they don’t think telephone based cold calling does not work.  I always find this interesting as they initiated the call to me.

I have learned over the last 28 years of running my company that what they are actually trying to share with me is the fact that they DO NOT LIKE making prospecting phone calls themselves, or they DO NOT TAKE these types of calls when they come to them.  I then respond by asking, “in your opinion, does cold calling not work simply because you do not like making or taking phone calls?”

Telephone call prospecting (telemarketing) works and it is very effective at reaching and talking with prospects, but it does not reach every prospect.  It is a great way, and a unique way to have a two-way conversation with a prospect.  

Ask yourself, how many outbound prospecting methods allow a human-to-human two-way conversation? It is a great way to maximize your investment or efforts when using other marketing methods.  Phone calls allow you to advance your sales process even when you are unable to speak with the right person.  Examples:

• 1^st – you can gather intelligence from influencers or others who are informed of current status
• 2^nd – you can leave a voicemail message which allows you to keep your name front of mind with the right person

Both are positive outcomes.

Keep in mind, phone calls require a degree of tactful persistence and patience.  You have to stay with it if you want results.  In this high-tech world that we live in, evidence shows that targeted teleprospecting generates successful new business transactions.  

For more information, contact Mike Dunlap:

Email: miked@dunlapmarketing.com

Phone: (281) 496-9870 x140