When examining your cold calling
scripts for calls to Top Dogs, know this. Socially accepted niceties
just flat out do not belong in your calls to the executive suites. Yes,
this thought is counter-intuitive by the same token it is absolutely
true.
The temptation to slip into the comfort of using socially acceptable
phrases will be there. You know the words. Words such as, “May I
schedule time with the executive” sounds polite but position you as an
underling seeking permission to approach the Top Dog. Other words such
as wishing your prospect a good morning seem innocent enough but are
received by your prospect as a waste of time. Think of it from your
prospects perspective. By the eleventh call of the day the phrase
good-morning sounds disingenuous at best and at worst is perceived as a
time waster.
Well intended cold callers have yet to understand that the moment
such a phrase is uttered your prospects executive assistant tunes you
out. Those seemingly innocent words trigger her mind to conclude, “The
verbiage being used by this caller tells me he/she does not belong at
this level of the organization.”
You are probably thinking: you have got to be kidding, there is
nothing wrong with those words, and I have used them all my life! Those
words are important ice breakers. Are they not?
From the perspective of your Top Dog prospects – the only perspective
that counts – socially polite phrasing waves a big, red flag signaling
your prospect that you just do not know Top Dog talk, rules, and
phrasing. As a result, you do not belong.
So what is so terribly wrong with being polite?
Nothing. In fact politeness is always appropriate. Those socially acceptable phrases are what will trip you up big time.
Bottom line language is what is used by executives and their
assistant. Through the years, decision-makers train themselves to cut
fluff out of conversations and to spend every minute of the workday with
other movers and shakers who think and speak in bottom line terms. They
capture the essence of conversations quickly and are able to make
decisions to see you or not to see you just as quickly.
Executives and their assistants welcome savvy sales professionals!
It is a common misconception that sales people do not belong at the
Top Dog levels of prospect companies. Truth is if you know Top Dog Speak
you belong and are welcomed. If you do not the doors of the executive
suites remain closed to you.
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