Most people who fail in their dreams fail not from lack of ability but from lack of commitment - Zig Ziglar, Motivational Speaker
Studies done in America have shown that, on average, it takes nine attempts to establish contact with a director or other decision-making authority by phone, but…
- 48% give up after the first attempt and the next
- 28% give up after the second attempt, so when you consider that
- 7% of these people give up after the third attempt and
- 5% of these people give up after the fourth attempt and
- 4% of these people give up after the fifth attempt
You can see that more than 92% of people give up without ever establishing contact with decision-makers.
So what can you do to establish contact with decision-makers of your target audience in a quick, easy, and effective way? Here are some suggestions:
Send a letter of introduction – a formal letter printed on proper paper. Introduce yourself politely and outline the topics that you wish to cover on the phone.
Use LinkedIn to find out if you have connections in common – thanks to LinkedIn, the world has become significantly smaller and hence it can be a useful tool. For example, you can ask the mutual connection if s/he is willing to “open the door” for you or perhaps just request to greet the target person on behalf of him/her.
Make your message as interesting and credible as possible – make the decision-maker’s assistant want to help you out with information about when you should call.
Do not leave a message. The decision-maker will not call you back and if, against all odds, s/he does, chances are that you will struggle to remember who 'John Smith' is on your long list of customers. If all other options have been exhausted and you have yet to establish contact, do leave one, keeping the following in mind:
Be prepared and have what you want to say written down in case the decision-maker responds to your voicemail by calling you back.
Consider whether there are any industry related conferences, networking events, or other such things that the decision-maker may participate in. You can introduce yourself there, hand over a business card, and ask for permission to get in touch.