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 Getting
In Front Of
The Decision Maker
In marketing for construction, as with any other industry, getting
in front of the key decision makers is crucial for the development
of your business.
The most important rule about appointment-making is to sell the
appointment and not the product.
Appointment-making is a skill in its own right. Some construction
companies and architects for that matter, use canvassers or
telemarketing staff to do this job for them. However, it is far
better
to use staff internally, or if you are a small family run business
or
sole trader, you should try to do this yourself rather than
outsourcing. That way you have direct contact with your prospect
from the word 'go'. It will also be very useful for you or your
marketing person to combine the appointment-making with the
initial researching activity.
When combined in this way it helps to build initial relationships
with helpful people in the prospect organisation, and you or your
marketing person can collect additional useful information that
would otherwise be missed or not picked up by a separate
appointment-maker or canvasser.
Sending a well written letter of introduction is a useful and
often
essential requirement before an appointment can be made.
Generally the larger the prospect organisation, then the more
essential an introductory letter will be. This is mainly because
PA's and secretaries almost always suggest that any approach to
a decision-maker (i.e. the boss, whose time the secretary is
protecting) be put in writing first.
Bear in mind that the PA is there as a defence shield for the
boss, and rightly so, or the boss would never get anything done!
So for any approach to succeed in getting through to the right
person, the PA must effectively endorse its credibility. Whether
by writing or telephoning, the reason for wanting to meet must be
serious and interesting enough, which is why researching and
understanding the organisation's strategic priorities are so
crucial.
General product and service approaches do not work because
they are not seen to relate or benefit the prospect's own
strategic
priorities. So a carefully thought-through UPB (unique perceived
benefit), forms the basis of the appointment approach. If it
strikes
the right chord the appointment will be granted.
A good introductory letter may win an appointment without the
need even to speak to the decision-maker. Remember, the PA
often holds the key to achieving an appointment – she certainly
holds the diary! In your contact with the PA, do not be pushy or
arrogant – the door will close! You should assume that the loyalty
and trust between boss and PA are strong, so you need to get
him or her on your side.
A point to remember: The PA will generally try to divert the sales
person's approach to a less senior member of staff. So it's
important to tailor the approach to fit with the level of, and
functional responsibility of the person being approached for the
appointment. On occasions, the sales person will not be granted
an appointment with the targeted main decision-maker, but
instead will be referred by them to make an appointment with a
lower ranking manager or director. If this happens it's no problem
- the sales person then proceeds with the MD's or FD's
endorsement to develop the situation with the lower ranking
contact.
The fact that it's been referred by the MD or FD gives the sales
person vital authority and credibility. Being referred down the
line
is fine; but trying to refer upwards for eventual purchase
authorisation or budgetary approval is nearly impossible, which is
why appointment-making should always aim high, with a
strategically orientated proposition.
Don’t use a script – it will become your downfall. And also
remember, unhappy people can’t sell. So if you are having a
grumpy, bad mood day, STAY AWAY FROM THE PHONE! Do
some paperwork instead until you cheer up a bit! If you always
see the glass half empty, GET OUT OF SALES AND
MARKETING! It’s not your thing!
So let your personality shine through and be yourself. Be
professional, enthusiastic and straight-forward. Resist any
temptation to employ gimmicks, jokes and flashing ties - your
credibility will be undermined before you even open your mouth!
Happy sales hunting!
Steve Flashman
(This article is copyright but may be
reproduced as long as the copyright owner,
Steve Flashman, is acknowledged as the author and the following
website link is included:
http://www.makingconstructionwork.com) |
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