Setting the First Appointment: Sales Strategies From Top to Bottom

Posted by Steve Staccato

May 8, 2014 9:00:00 AM

first appointmentWhen you approach a business for the purpose of landing that important first appointment with a key player, you’re going to encounter a company structure that may at first seem like an obstacle course. Company structure and prospecting can go hand-in-hand if you learn how to efficiently navigate the organizational structure from top to bottom.

  • Start calling at the top: When you start making prospecting calls to your target company, aim to contact the CEO, owner, or other person at the top of the company hierarchy. If you manage to make contact with that person quickly, you’re right where you want to be, talking with the person you’ve most wanted to reach. If you don’t get the CEO at first, you’ll be able to talk to someone lower in the hierarchy, such as an administrative assistant, C-level executive, vice president, or director, who can make referrals to other managers in the company who may be receptive to your message.
  • Use referrals to work your way through the company structure: When you make contact with a referral, you’ll likely find an individual who may be your key player or someone willing to help guide you. The better the relationship you build with administrative assistants and others in the company, the more willing they will be to refer you in the right direction and the more familiar you will become within their company. 
  • Make as many touches as possible: During your calls, work to acquire as much information as possible on relevant people within the organization. For example, ask the administrative assistant for contact information of other key players and their admins. Always ask for permission to send emails, and if referred, make sure to mention the name of the person who referred you.

FRONTLINE Selling can help you get the most out of a company structure and prospecting within that structure. Contact us today to learn more about optimizing your prospecting so you can increase those first business appointments. 

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