| Most of my clients are international trade | | | | get the name. Hooray for you. Often you'll be |
| intermediaries who follow these simple steps in | | | | transferred to someone else. Say exactly the same |
| making global sales: First they identify likely markets, | | | | thing to them. Remember, you want to find the |
| then they find a supplier, and finally they look for | | | | decision maker. Don't waste your time getting |
| buyers in that market. It's a strategy that works - if | | | | frustrated by saying "like I told the last guy . . ." |
| it's done right. You're biggest challenge is identifying | | | | The other thing that might happen is the receptionist |
| and contacting the potential supplier. To be successful | | | | will ask you what this is about. RESIST THE |
| you need to understand the biggest obstacle to | | | | TEMPTATION TO GIVE HIM YOUR SALES PITCH. |
| getting that meeting - and how to overcome it. | | | | Instead, say you have some information about |
| Here's an ugly scenario that happens all too often. | | | | international sales you want to send through and you |
| You determine a likely target product and market, | | | | want to make sure it gets to the right person. You |
| conduct the research, find companies that will work | | | | can also say that you've got "some information on |
| for you, prepare a wonderful phone script, build up | | | | global trade that's probably useful to your company |
| your enthusiasm, place the phone call and . . . and . . . | | | | and I'm just trying to find out who I need to be |
| the receptionist shuts you down. You don't even get | | | | talking to about it." |
| the chance to make your pitch. You suffer. The | | | | See, you can learn something from politicians. Don't |
| company suffers. And there's not a danged thing you | | | | answer the question you're asked. Answer the |
| can do about it. | | | | question you WANT to be asked. Generally after this |
| Now you understand the awesome power of the | | | | last response, there is a long pause while the |
| G*A*T*E*K*E*E*P*E*R. | | | | receptionist considers this unexpected answer. SAY |
| Gatekeepers come in many sizes and shapes but the | | | | NOTHING MORE DURING THIS PAUSE. Just about |
| one you are most likely to deal with is the | | | | every time, you'll get what you want - the name. |
| receptionist who believes it's his job to protect his | | | | Now you can carefully press you advantage by |
| boss from the outside world at all costs. Some are | | | | asking if it's possible to have a quick word with her |
| nasty. Some are nice. Frankly, I think the worst are | | | | now. Since you've already jumped the big hurdles, |
| the "nice" ones who offer to pass along your | | | | the only reason you're likely to not get through at |
| message to the boss. Believe me, what you said is | | | | this point is because the person really is out of the |
| never what the boss finally hears, if he hears | | | | office, in a meeting, etc. If she is not available, simply |
| anything. What he hears is the receptionist's take on | | | | ask when would be a good time to call her. |
| you and your offer. And he always makes it very | | | | Look, I know that most of these efforts will come |
| easy for the boss to dismiss the opportunity. | | | | to nothing. My personal experience is that it takes 10 |
| This is a given. A law. Chiseled in stone. Absolute | | | | to 15 calls to make one sale. But that one sale can |
| truth. Did I get your attention yet? Good. Here it | | | | make it all worthwhile. And every non-sale you make |
| comes: It is a total waste of time giving your | | | | is one more "no" you can cross of your list, putting |
| carefully crafted sales pitch to anyone but the | | | | you that much closer to the big "Yes!" And when it |
| decision maker. Period. | | | | happens, it's great. Frankly, it can become a kind of |
| So your first job in making the call is learning who is | | | | drug and some salesmen never get over the high of |
| the decision maker. It seems to work better if you | | | | getting through the gatekeeper, making the pitch and |
| identify yourself: "Hi. I'm Dennis Hessler and I'm trying | | | | getting the sale. And the money is nice too! |
| to find the name of the person responsible for | | | | Keep trying. Use the tactics mentioned here and |
| international sales." | | | | eventually, you WILL be successful. |
| Here's what will happen next. If you're lucky, you'll | | | | |