Effective Selling

3. Reach the Decision-maker

It's likely you won't be able to speak to a decision-maker immediately, as many employees are instructed to protect the boss from unsolicited sales calls.

But if you treat your initial contact correctly, you can raise your chances of speaking with the right person.

3.1 Greet the initial person.

• Try to get their name early on, as this will help you next time you call.

3.2 Be open and honest. Explain who you are.

• Just sounding polite and cheerful will get you a long way.

3.3 Show knowledge of the company, eg 'I would like to discuss the garden sheds your company sells'.

3.4 Show a benefit, eg 'I think Mr X will want to speak with me because we have a shelving product that sells well alongside your sheds'.

• Ideally, make the contact worry that turning you away now may mean missing an opportunity for the company.

3.5 Ask for help, eg "I am trying to get an appointment with Mr X. Can you help me?"

3.6 Ask for an appointment at a definite time.

3.7 If you are asked to put something in the post, react in a constructive way.

• Explain that it would help to talk to the right person first, so you can send tailored information and not just a standard pack.