Gaining Access to the Real Decision Maker

Julie Thomas
President and CEO
ValueSelling Associates
October 10, 2012

2012 ValueSelling Associates LLC. All Rights Reserved.

This document contains proprietary information of

ValueSelling Associates. Its receipt or possession does not
convey any rights to reproduce or disclose its contents or to
manufacture, use, or sell anything it may describe.
Reproduction, disclosure, or use without specific written
authorization of ValueSelling Associates is strictly forbidden.

2012 ValueSelling Associates LLC. All Rights Reserved.

Food For Thought

Opportunity is missed by most people
because it is dressed in overalls and looks
like work.
-Thomas Edison

It is not the strongest of the species that

survive, nor the most intelligent, but the
most responsive to change.
-Charles Darwin
Do not let what you cannot do interfere with
what you can do.
- John Wooden

2012 ValueSelling Associates LLC. All Rights Reserved.

Agenda
Why Sell to Executives
How to deal with
Gatekeepers
Techniques for Gaining
Access
What to do when you get
there

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ValueSelling Fundamental Principle

You cant sell to

someone who cant
buy!
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Your Reason for Executive Access

Increase the Size of the Opportunity
Shorten Sales Cycle
Deepen the Strategic Relationship
Lock out the competition
Sales can actually be easier
Sales Cycle is often shorter

2012 ValueSelling Associates LLC. All Rights Reserved.

Our world has evolved

Decision Level Has Changed

On average, level has risen 2-3 positions

P&L focus forces Executive involvement
in significant purchases

Well-Trained Gate Keepers

The Buying Process has changed

Decision Makers are barraged by vendors

They tend to be more sophisticated and
educated
They have all been burned

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Sales Challenge: Identifying Executives

Identify your ideal prospect
Size
Industry
Organization
Business issues and problems

Know when you are not there

Use Triangulation as a strategy

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The Middle Manager Gatekeeper

Middle Manager
Motivation fear?

Strategies
Partner bargain knowledge/resources for
access
Set expectations early and often create a plan
Do you go around?

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The Administrative GateKeeper

Administrative

Treat with respect

Ask for help
Use as bridge rather
than gate
Avoid voicemail

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Getting to Power
Obtain a Referral/Introduction
Network

Bargain for Access

Trade resources or proof activities for Executive Access

The Campaign
Overwhelm your prospect and trigger their emotions

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Leveraging Referrals

Customers/clients
Physical Networking
Past client relationships
Social Networking
Technology

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Introduction
More than a name
and information
Have them include a
why?
Time value of
introductions
Thank you
regardless of
outcome
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Bargain for Access

When current
contact requests
anything of Value
Develop the Value of
the resource
Then ask for something
in return

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Methods of Access

Email
Text
Phone
Voicemail
Letter
Fax

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Which Strategy Would You Choose?

2012 ValueSelling Associates LLC. All Rights Reserved.

Elements of a Good Campaign

Anxiety

Influence

Performance
problems

Market Leaders

Peers

Competition

Similar Problems
Solved Elsewhere

Measurable Success

Superiors
Competition

Motivation

Track Record

2012 ValueSelling Associates LLC. All Rights Reserved.

What has to be in the message

Outcome/Value/Impact oriented
Bottom Line
Authoritative & Credible
The message is about them not us

2012 ValueSelling Associates LLC. All Rights Reserved.

Stop Selling Product!

Your goal is to get in the door sell
a meeting
Engage, gain interest, be
provocative
You are a peer be prepared to
have a business conversation

2012 ValueSelling Associates LLC. All Rights Reserved.

Example A.I.M. Letter

Hi John*:
I'm sending a similar email to Alan XXXX, Matt YYYY, Scott ZZZZ and Gary WWWW... I'm trying to find out who at ABC Company would
have the greatest interest in a dialogue with me about the work ValueSelling Associates has done to retool the sales channels of our
other customers including Cisco, Sun Microsystems, Gartner, Hyperion, AutoCad, and Dell.
We are now turning our attention to the "_____" industry, so I will be contacting several companies in your segment. I will be in your area
on April 23, 26, and May 1 for this purpose. Please let me know if I should schedule an appointment with you or someone else at ABC
Company.
I will call your administrator in a couple of days to check on your interest in a meeting. In the meantime, here's some background
information:
ValueSelling Associates focuses on delivering specific sales metric improvements for large enterprise organizations. I personally have
successfully delivered results on projects ranging from:
Selling across the product line to increase average sales price. Dell Computers realized a 23% increase in "attach rate" for servers,
storage, and services. We focused on transitioning them from reactive order fulfillment to proactive "problem probing" to uncover the
need for other products.
Introducing New Service Offerings. Cadence Design Systems transition from a product company to a full service offering, service
revenue jumps annually from $1.5M to $94M, then $300M. Similar focus on problem probing with an emphasis on uncovering the
customers' problems that could be addressed with services.
My background includes 18 years in sales, sales management, and executive sales management. I have run start-up sales
organizations and large ($500M) organizations with a track record for significant operational improvements.

2012 ValueSelling Associates LLC. All Rights Reserved.

Example A.I.M. Letter

Hi John*:
I'm sending a similar email to Alan XXXX, Matt YYYY, Scott ZZZZ and Gary WWWW... I'm trying to find out who at ABC Company
would have the greatest interest in a dialogue with me about the work ValueVision Associates has done to retool the sales channels of our
other customers including Cisco, Sun Microsystems, Gartner, Hyperion, AutoCad, and Dell.
We are now turning our attention to the "_____" industry, so I will be contacting several companies in your segment. I will be in your
area on April 23, 26, and May 1 for this purpose. Please let me know if I should schedule an appointment with you or someone else
at ABC Company.
I will call your administrator in a couple of days to check on your interest in a meeting. In the meantime, here's some background
information:
ValueVision Associates focuses on delivering specific sales metric improvements for large enterprise organizations. I personally have
successfully delivered results on projects ranging from:
Selling across the product line to increase average sales price. Dell Computers realized a 23% increase in "attach rate" for servers,
storage, and services. We focused on transitioning them from reactive order fulfillment to proactive "problem probing" to uncover the need
for other products.
Introducing New Service Offerings. Cadence Design Systems transition from a product company to a full service offering, service
revenue jumps annually from $1.5M to $94M, then $300M. Similar focus on problem probing with an emphasis on uncovering the
customers' problems that could be addressed with services.
My background includes 18 years in sales, sales management, and executive sales management. I have run start-up sales organizations
and large ($500M) organizations with a track record for significant operational improvements.

2012 ValueSelling Associates LLC. All Rights Reserved.

Common Mistakes
Talk too much sell too soon
Focus on Product
Rude interrupt
Lack knowledge
Inadequate research
Unprepared
Unprofessional

2012 ValueSelling Associates LLC. All Rights Reserved.

Summary
Successful Sales Executives need to be business savvy to
access the Executive Suite
Successful Tactics
Triangulation to identify decision makers
Referrals
Introductions
Bargain for Access
Campaign

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At the End of Todays Webinar

Download a copy of todays presentation from our
website:
Go to www.valueselling.com
Under the Knowledge & Insights tab, scroll
down and click on Webinars

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24

Next Webinar

Avoid The Slide: Ensuring Deals

Dont Stall and Slip
November 13, 2012
9:00 AM Pacific Standard Time
Scott Anschuetz and Julie Thomas

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26

Contact ValueSelling Associates

Julie Thomas, President and CEO
ValueSelling Associates
julie@valueselling.com
(858) 759-7954

2012 ValueSelling Associates LLC. All Rights Reserved.

27