In sales, what it all comes down to is this: If you can’t get the meeting, you can’t get the sale. And that meeting needs to be with someone who can influence the final decision to buy.
It’s logical reasoning, but, whether you’re new to sales or a veteran, you know that it is tough to get through to that person in the corner office. Unless you have the password.
Yes, there is a password.
That password is your Valid Business Reason (VBR) which defines the purpose of the meeting. For example, you’re trying to get a meeting with the Senior Director or Vice President of Human Resources in Company ABC who has been wrestling with high employee turnover.
A compelling VBR might sound something like this:
I understand from speaking with Joe Jones and other members of your team, that ABC Company is struggling with its employee retention rate. My company has worked with other organizations with similar challenges and we were able to significantly reduce this problem. Our suite of assessment solutions can dramatically reduce turnover rates while improving hiring, placement and retention rates. I would like to schedule a meeting with you to further understand your situation and discuss some options that might meet your needs.
To secure high-quality meetings, if you don’t know or are unable to get coaching on a specific issue they are facing, you need to hypothesize on your prospect’s business realities and develop meaningful statements that address those critical challenges.Your ability to state a persuasive VBR hinges on your preliminary research to identify possible challenges key contacts may be facing. Researching also allows you to articulate the value your organization has provided to clients who have had similar issues in the past. Taking the time to formulate a contact strategy that includes a specific issue the client is facing can get you in front of – or on the phone with – the one who can say yes.
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