from a closed gate to an open door
TRANSCRIPT
![Page 1: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/1.jpg)
Six steps from
A locked gate
![Page 2: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/2.jpg)
To an open door
![Page 3: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/3.jpg)
Step One
Identify your target market
![Page 4: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/4.jpg)
Step Two
Identify specific target executive roles in specific companies in your market
CEO, CMO, CIO, Sales Director, etc
![Page 5: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/5.jpg)
Step three
![Page 6: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/6.jpg)
Step three - research
Use all the sources you can Ask yourself what are their priorities; As a company? In their role? As an individual?
How can you help them with their business & personal priorities?
![Page 7: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/7.jpg)
Step four – contact them all individually
![Page 8: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/8.jpg)
Step 4 – contact them all individually by..
The gatekeeper
...using the best channel(s) for each person
![Page 9: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/9.jpg)
Step 4 – contact them all individually
The best channel for most people – still!
![Page 10: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/10.jpg)
Step 4 – contact them individually
With a
message
![Page 11: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/11.jpg)
Step 4 – contact them individually
To achieve a single goal
![Page 12: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/12.jpg)
A meeting!
![Page 13: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/13.jpg)
Where you have their undivided attention!
![Page 14: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/14.jpg)
Step 5 – create your customised value proposition
In that company
![Page 15: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/15.jpg)
Step 5 – create your customised value proposition
For that individual
![Page 16: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/16.jpg)
Step 5 – create your customised value proposition
For that business problem
![Page 17: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/17.jpg)
Step 5 – create your customised value proposition
One that you can help them with
![Page 18: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/18.jpg)
You schedule a meeting
or
You get a “no thanks”
“No answer” does NOT mean “no thanks”
It means keep asking – nicely
Step 6 – Keep communicating until
![Page 19: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/19.jpg)
“I’d like to meet with you for 30 minutes to discuss how we can help you to <insert Value Proposition
here>.
“What’s the best way to do that?”
Your simple message
![Page 20: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/20.jpg)
The value proposition is designed to answer one
question only;
“Why should I give up 30 minutes of my valuable time to speak to you?”
![Page 21: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/21.jpg)
The unspoken answer to that question is
“Because I can help you fix a problem you really care about - but you have to meet with me and give me your full attention to find out how.”
![Page 22: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/22.jpg)
• Tell them what you can do for them (not how you do it) • Use their terminology, not yours • Make them curious • Make them feel their time will be well spent • Make sure your online presence (LinkedIn etc) is credible and matches your story • Tell the absolute truth • Focus on helping them • Mention similar companies you’ve helped – but only if necessary • Mention mutual contacts – only if relevant & needed
What to do
![Page 23: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/23.jpg)
• Try to sell them on you or your company – your only objective is to get a meeting • Tell them how you can help them – too much detail! • Offer to send them any collateral - at all • Talk about yourself • Talk about Gartner’s magic quadrant • Use your own terminology • Tell them about your awards, or your size or your recent wins or other stuff they don’t care about
Remember – they don’t know you and they don’t care about you – they only care about themselves and their problems
What not to do
![Page 24: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/24.jpg)
Some simple tips
The gatekeeper is not your enemy
![Page 25: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/25.jpg)
The gatekeeper is your friend
![Page 26: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/26.jpg)
Everyone wants to talk to the CEO
![Page 27: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/27.jpg)
But who does the CEO want to talk to?
![Page 28: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/28.jpg)
The CEO cares about talking to (in approximate order)
• The Executive team & the Board • Shareholders • Customers • Business unit managers • Other CEOs • The media • Existing suppliers • Their employees • Family & friends • The dog, the tax man • Anyone else other than a salesman
Or maybe a sales person – IF they think they can help them
So help them by focusing on what they care about.
![Page 29: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/29.jpg)
How do you get their attention?
• Keep it simple • Keep it short • Keep it consistent • Focus on a single objective • Use multiple channels • Speak to multiple executives • Repeat • Repeat • Repeat
![Page 30: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/30.jpg)
Use the right message
![Page 31: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/31.jpg)
And stand out from the crowd
• Be polite • Be persistent • Use multiple communication channels • But particularly the phone • Say less, not more • Do your research • Know what they care about (that you can help them with) • Remember – your only objective is to get a meeting to discuss how you can help them • Focus on them, not you
![Page 32: From a closed gate to an open door](https://reader033.vdocument.in/reader033/viewer/2022051404/58ef80bd1a28abdd768b45a3/html5/thumbnails/32.jpg)
And you’re off!!
This strategy will get you in front of senior executives in most of your target accounts There are many tactics – what to say, how to say it, when to say it, how often to say it, who to say it to, what not to say – that will dramatically accelerate your success. And developing the right value propositions requires thought and practice – different people care about and prioritise different things – so feel free to call me for help.
To contact me for more information email me at [email protected], see my LinkedIn profile or call me on +61 410 481 960 © Steve Hall 2016