Top-down selling!

What does the Guggenheim Museum (a classic modern art museum in NYC housed in a building designed by Frank Lloyd Wright) have in common with sales success? They recommend that you start at the top.

The building is one big circular ramp. You take an elevator to the top floor and casually walk down eight inspiring floors. It’s the same in sales. Why start at the bottom and fight your way up through people who can’t decide, and who’ll use their one ounce of power to make your life miserable? Take the elevator and start at the top, man. Don’t walk uphill!

Where do you start? How high up the ladder do you dare go when making an initial approach to a prospect? The rule is…The higher you start, the more success you’re likely to meet.

Getting there properly can be tricky. If you just ask for the president, the owner, the boss, or the fearless leader, you may get through, but it will pay you to prepare before making a call to the CEO, especially if the prospect represents an important sale to you.

Here is a four-step plan for contacting and scoring a CEO appointment:

1. Get ready before you start. You only have one shot at it, make it your best one

• Have a written game plan. Target 1 to 10 companies and define in writing what you want to accomplish and what it will take to get what you want.

• Be totally prepared to sell before you make the call. Have everything (sales pitch, concept, samples, daily planner) prepared, and in front of you before you make the first call.

• Identify the leader (by name) and get as much information and as many characteristics as you can. Make calls to underlings, associates and associations to get pertinent information before you make the big call.

2. Use the right tactics when getting to and getting through

• ASK FOR HELP.

• If you get the president’s secretary, get her name and use it.

• Be polite, but firm.

• Be professional.

• Persist you can’t take the first no or rebuff.

• Get his name You can try “how do you spell his last name?” but it’s embarrassing to hear JONES.

• If they won’t put you through the first time… o Get his extension number o Get the best time to call o Find out when he usually arrives o Find out when he takes lunch o Find out who sets his calendar o Find out if he leaves the building at lunch o Find out when he leaves for the day

An example: You call; the secretary says, “Mr. Jones is on vacation.” You say, “Wow, that’s great, Sally, where did he go?”

• Get anything personal you can (golf, sales meeting time, staff meeting time, important new product) and refer to it subtly when you get him or her on the phone.

• Make sure the person closest to the boss likes you.

• Take a chance on humor. Try this line: I know you actually run the company, but could I speak to the person who thinks they do?

3. When you get him or her on the phone, shoot quickly

• Have your opening line.

• Get right to the point.

• Make it compelling (the best Power Question and statement of your life).

• Ask for no more than 5 minutes (offer to be thrown out if you go past 5).

• Have 5 comebacks if you are initially rebuffed.

Notes about the CEO and the process…

• CEOs are hard to get to, harder to appoint, and easiest to sell.

• If the CEO is interested, he or she will take you by the hand and introduce you to the team member (underling) who will actually do the deal.

• The CEO always knows where to send you to get the job done.

• If they try to pawn you off without seeing you, it means you have not delivered a powerful enough message and he’s not interested. The solution? Fix it. Keep trying until you get an appointment.

• If you start lower than the top, there is danger. No matter how powerful someone says they are or appears to be, they usually have to ask someone else for final approval EXCEPT THE CEO. They usually just ask their secretary or administrative assistant if they liked you. Get the picture? The benefits are obvious…

• The leader is always the decider.

• The CEO may not be directly involved in purchasing what you’re selling, but his or her introduction after a brief “interest generating” meeting can be the difference between the sale and no sale.

• The power of being introduced by the CEO down to the decision-maker is as real as you would hope it is. Beware of the handoff: If the boss tries to hand you off too early (before the proposed five-minute meeting), don’t accept it. Say “I appreciate your wanting to delegate, but the reason I wanted to meet with you personally is that this will impact your business significantly. I’d like five minutes to show you the highlights and get your reaction before I talk with anyone else in your firm. I know your time is valuable if I take more than 5 minutes, you can throw me out.”

4. Make your five-minute meeting the best you ever had

• Have a proposal in writing.

• Have notes on everything you want to cover.

• Have a list of anticipated questions and answers.

• Have samples or something to demonstrate.

• Have credibility builders your best letter, something in print.

• Be early.

• Look as sharp as you’ve ever looked.

• Be knowledgeable and have answers in terms of how it works for the buyer.

• Be memorable. The thing that sets you apart, the thing that gets remembered is the thing that leads to the sale.

• Deliver You have one chance. Don’t blow it by not following through.

It’s the most challenging, rewarding fun you can have in sales!

The secret of Top-Down Selling is the 4.5 R’s…

• Be resourceful

• Be ready (prepared)

• Be relentless

• Be remembered

There is a 4.5 “R” Risk it.

It’s the only way to make it happen. Go for it.

Jeffrey Gitomer is the author of twelve best-selling books including The Sales Bible, The Little Red Book of Selling, and The Little Gold Book of Yes! Attitude. His real-world ideas and content are also available as online courses at www.GitomerLearningAcademy.com.

Flight Systems celebrates 55th anniversary

Flight Systems Industrial Products (FSIP) established in 1968, celebrates its 55th anniversary. In the early years, FSIP designed and manufactured aviation electronics for aircraft and runways. Today, they are recognized for electronic manufacturing, remanufacturing, electrification design, and being a distribution channel offering solutions for battery equipment. The products offered serve numerous markets including material handling, golf cars, ATVs/ UTVs, mining, boating, cleaning, go-karting, ground support equipment, and more.

www.shop.fsip.biz

GNCO Inc. acquires FMH Material Handling Solutions

FMH

Material Handling

Solutions has been acquired by GNCO, Inc. effective January 1, 2023. We are excited to be part of its future growth story. This acquisition will make us a stronger, more diversified company geographically and strengthens our OEM partnerships" says Matt Adams, President at GNCO, Inc. FMH will remain under local management and committed to its vendors, suppliers, and customers within Colorado, New Mexico, and Texas. "After forty-four (44) years as a forklift distributor, John Faulkner has sold the majority of the FMH Assets to GNCO, Inc., based in Cleveland, Ohio. Faulkner became a

Clark Dealer at the very young age of 27 and was the first Doosan dealer in America. Faulkner also represented Crown, CAT, Mitsubishi, Jungheinrich, Big Joe, Sellick, Kalmar, Donkey, and HELI Forklifts. in Colorado, New Mexico, Wyoming, and West Texas. Faulkner says ..."The sell to GNCO, Inc. was the best move for the FMH employees, vendors, and his family".

Faulkner became the largest HELI Distribution Agent in the world in 2022. He will continue the distribution of HELI products under the name Industrial Forklifts, Inc. The HELI business is currently relocating to Phoenix, AZ. " www.fmhsolutions.com

Jungheinrich AG to acquire Storage Solutions group

Jungheinrich AG (“Jungheinrich”) has signed a share purchase agreement with Merit Capital Partners, MFG Partners, and the management of Storage Solutions for the acquisition of 100% of the share capital in the Indiana-based Storage Solutions group. The total consideration agreed under the share purchase agreement consists of a purchase price of approximately USD 375 million (which is subject to customary closing adjustments) and a flexible, performancebased component in the mid to high singledigit percentage range of the purchase price which can be achieved by the retained Storage Solutions management over three years following completion of the transaction. The acquisition will be financed with available cash and debt with limited leverage impact.

www.jungheinrich.com www.storage-solutions.com

Women In The Supply Chain Industry Forum

Monday, March 20, 12:00 pm - 5:00 pm

Enjoy an afternoon of professional development and networking with women who work in our industry

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MHEDA Members Only: Enjoy an adult beverage with your MHEDA colleagues! Join us on Tuesday, March 21st from 4:30 pm6:00 pm at McCormick Place South Thank you reception sponsor UNEX RSVP required

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