Case Studies

Using a bottom up calling methodology

Large organisations have a large hierarchy. Most appointment setting organisations focus on mid level management with a view to getting
introductory appointments. The idea is that if you get in front of these managers they may have ownership of a project now or in the near future or be able to recommend you to higher level management.

Don’t Target the Wrong People

We believe that these are the wrong people to target. These managers usually have limited influence or decision making power. If you do manage to impress these managers and finally get in front of the, often sceptical, real decision maker you are still at square one. You have to build raptor and sell to a new person, who may already have had several other vendors successfully building relationships and positioning themselves as the perfect solution provider before you have had a chance.

This methodology leads to long laborious sales cycles.

Beware the BOOKERS: Easy Target

So why do so many appointments setting organisations target these mid level managers? It’s because these midlevel managers are “Easy Targets”. They don’t have PA’s, they are often interested in keeping up with the latest developments in their industry and for some it may even be there remit to “EVALUATE” new vendors. They are often happy to take an introductory meeting just to kill an hour of their day. In the Telemarketing world these people have been dubbed BOOKERS.

Introductory meetings

Now let’s make things clear. I don’t have any problem with an introductory meeting. It is an introductory meeting with non decision makers that have limited chance of leading anywhere that you must avoid at all costs.

Find Champions instead

Meeting with genuine authority figures within your target accounts is your opportunity to find and win over true influencers who will actually “champion” your technology. Remember when the Commercial Director or CIO speaks, others listen!

Sell top down not bottom up!