Predictable Revenue: Turn Your Business Into A Sales Machine With The $100 Million Best Practices Of Salesforce.com

by Aaron Ross

Call low/email high: Rather than going directly to your target, call a lower-level person to learn – or email high to get referred down to the right person. Attitude: You’re a non-threatening researcher, not a pushy salesperson. Favorite Questions (useful by phone or email): (Phone only): “Did I catch you at a bad time?” “Who is the right person to talk to about ?” “May I ask how your _________ [team/process/function] [is structured/works] today?” “Would it be a waste of time to discuss _________ to see if we could help?” Think “bite-sized emails”: Keep it short and sweet! Assume emails are read on cell phones. Ask one (and only one) question per email… Keep it simple. If they aren’t interested, find out why: Is (whatever problem you solve) just not a priority? No budget? Organizational change has the place in chaos right now? Is it worth your time to dig more, or should you move on? This insight is important because you will learn if the blocks are objections to overcome, or what and when your next step should be. Don’t give up too easily! (with ideal prospects): With ideal prospects, don’t disqualify them until you get a “no” from the decision-maker (don’t take “no” from others, even other executives). If you sell to the VP Sales and feel the account is ideal, don’t assume that because the CIO says you’re wasting your time that you are. As Winston Churchill said, “Never, never, never, never give up!” (with ideal prospects). Always set up a next step What next step will b...