Have Your General Meet Their General- High Level Contact Sales Tip
When I decided back in 1980 or so that being a 3M Credit Manager might not be the career path for me. .I leaped into 3M Microfilm Sales.
The old Microfilm Division had one of the best sales training programs I have ever seen during the 33 years I spent at 3M.
Well. .
One of the key selling methods they taught was to "start at the top" and reach the highest level contact at the company you were canvasing. This typically entailed calling the company from a D&B card and boldly asking to speak to the President or CEO of that prospective client.
Back then, being young and naive, I actually believed the "expert" 3M sales trainer and set about calling the largest companies in my Bergen County, New Jersey territory.
They also taught me to start with the biggest companies and work my way down.
Telephone in hand and a hundred D&B cards on the desk; I set out on my cold calling mission!!
The very first call I made was to Toys R Us!
I called the main number and asked to speak to Charles Lazurus, CEO of Toys R' Us.
The operator transferred me immediately to Mr. Lazurus' secretary (otherwise known as the Gatekeeper!)
She asked me for my name and company.
I confidently (they taught me to act that way!) said, "this is Mike Feldman with 3M, and I'd like to discuss our microfilm systems with Mr. Lazurus."
She then asked me to hold.
Suddenly Lazurus answered the ring and immediately asked me "how I was doing?"
Surprised by his kind question, I told him that "I was doing just fine" (I was thinking I'd be doing even finer if he bought my microfilm systems, of course!!)
Mr. Lazurus stopped when he heard my voice and asked me if I was the Mike Feldman who served in President Nixon's Cabinet?
"No sir, I replied, I'm Mike Feldman with 3M."
I'll always remember what he said to me:
"Son, I'm the Chairman of the Board of Toys R' Us, no offense, but you are a sales representative. If 3M wants to talk to me, have your CEO , Desi Desimone, call me! I'm a General and you are a corporal. Send your General to talk to me." He apologized for being blunt, but he advised me to always remember his advice!
That was the last call I ever made trying to get a hold of the CEO of my prospective customer!!
Lesson well learned!
The old Microfilm Division had one of the best sales training programs I have ever seen during the 33 years I spent at 3M.
Well. .
One of the key selling methods they taught was to "start at the top" and reach the highest level contact at the company you were canvasing. This typically entailed calling the company from a D&B card and boldly asking to speak to the President or CEO of that prospective client.
Back then, being young and naive, I actually believed the "expert" 3M sales trainer and set about calling the largest companies in my Bergen County, New Jersey territory.
They also taught me to start with the biggest companies and work my way down.
Telephone in hand and a hundred D&B cards on the desk; I set out on my cold calling mission!!
The very first call I made was to Toys R Us!
I called the main number and asked to speak to Charles Lazurus, CEO of Toys R' Us.
The operator transferred me immediately to Mr. Lazurus' secretary (otherwise known as the Gatekeeper!)
She asked me for my name and company.
I confidently (they taught me to act that way!) said, "this is Mike Feldman with 3M, and I'd like to discuss our microfilm systems with Mr. Lazurus."
She then asked me to hold.
Suddenly Lazurus answered the ring and immediately asked me "how I was doing?"
Surprised by his kind question, I told him that "I was doing just fine" (I was thinking I'd be doing even finer if he bought my microfilm systems, of course!!)
Mr. Lazurus stopped when he heard my voice and asked me if I was the Mike Feldman who served in President Nixon's Cabinet?
"No sir, I replied, I'm Mike Feldman with 3M."
I'll always remember what he said to me:
"Son, I'm the Chairman of the Board of Toys R' Us, no offense, but you are a sales representative. If 3M wants to talk to me, have your CEO , Desi Desimone, call me! I'm a General and you are a corporal. Send your General to talk to me." He apologized for being blunt, but he advised me to always remember his advice!
That was the last call I ever made trying to get a hold of the CEO of my prospective customer!!
Lesson well learned!
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