Big-league selling.

• Author: Wiesner, Pat
• Position: Connecting with decision makers - Column

Getting In to See Mr. Big. You can make a living at selling just by working harder than the other guy. But if you want to be outstanding and have all that goes with it, you must solve this problem!

"No thanks, we're not interested," How many times have you heard it? Or worse, "No, he's not interested in that!" Worse, because you are not even talking to Mr. Big. Instead, some stormtrooper guard is telling you to get lost, someone whose only job is to deflect unwanted distractions from Mr. Big. So what can we do? I'll trade some of my thoughts for some of yours. (E-mail me at pwiesner@cobizmag.com)

Know who Mr./Ms. Big actually is. By this we mean identify the person who makes the decision. It's not always the president of the company. Sometimes it is a group. In any case, we can't start selling until we know who this is. My best experience is in asking lots of questions: "Who makes the widget-buying decision?" and "Who besides you should I be talking to?" Ask other salesmen and others in the industry'. It's detective work but not rocket science!

Be ready to take some time. This is tough work. Only persistent, positive people need apply. In our business, it takes three personal contacts before a prospect has even a vague idea of who you are. It takes five, on average, to make a sale. Realize that most salespeople never get to see the person they are trying to see.

Pick up the phone. This is the most effective technique. When faced with a problem the ordinary' salesman sends a fax or letter. The person we want working for us will try to talk to someone. Faxes and letters are done when there is no one to talk to.

Your best possible connection to an), human on this planet is person-to-person. You might be able to make a living with broadcast fax, direct mail and personal letters, but the really successful sales people get meetings! If you're looking for a job, don't send a letter - call. And for maximum effect, call yourself; don't have someone call for you.

Be friendly, but don't apologize. How does this sound to Mr. Big? "Thank you so much for taking my call. I'm sorry for interrupting your busy schedule, I know you're very important." This sounds to me like a wimp instead of an interesting salesman with an interesting idea. It's a...