business directories - decison maker

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Name of Owner / Manager - Identifying the Decision Maker

This is one of the features of a good commercial business directory that you will not find in a telephone book or in a free on-line directory.

Why is it important to have the name of the owner / manager? Think about it. Have you ever called a company and asked to speak to the owner? Remember, you don't know his or her name. It goes something like this:

You: Good Morning, could I speak to the Owner of your firm please?

Receptionist (gatekeeper): Is he expecting your call?

You: No.

Receptionist (gatekeeper): Can I ask what it is about?

You: I represent a firm that offers cheap but reliable widgets and I'm sure that these could be put to good use in your firm.

Receptionist (gatekeeper) after a bit of a pause: Well he's in a meeting all morning, I could take a message and if he's interested he'll get back to you.

The Receptionist (gatekeeper) gets calls all day from people who want to speak to the owner, or whoever is in charge of purchasing, or whoever looks after group insurance, etc.

It is the Receptionist's (gatekeeper) job to ensure that you don't get to speak to the person who makes the decision to buy.

Compare the previous scenario with the following one.

Because you have the name of the decision-maker, you have his address and fax number, you send a letter or fax introducing yourself. Shortly afterwards you make the same call:

You: Good morning, is Bill around? (note that this approach alone can often get you past the gatekeeper)

Receptionist (gatekeeper): May I ask who's calling?

You: Gerry.

Receptionist (gatekeeper): Is he expecting your call?

You: He certainly is.

Receptionist (gatekeeper): May I ask what it is about?

You: I'm following up on a promise I made to him to get back to him (this is true because you tell him in your letter that you will call him).

Receptionist (gatekeeper): OK, I'll put you through.

What would have been a cold call turned into a warm call wouldn't you agree? Warm calls have a higher closing ratio that cold calls. Your chances of success are greatly increased when you are armed with the name of the decision-maker.

If you don't have this information, you could spend days playing telephone tag with someone who ultimately isn't in a position to authorize a purchase order. By that time the Receptionist (gatekeeper) knows your voice and has decided that you simply aren't going to get through.

If you truly want the sale, you must identify the decision-maker early on in the sales process or you could end up wasting valuable time and blowing away potentially good prospects.

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3254 visitors since August 8, 1999