Winning an appointment with a decision maker usually requires you to win over both the decision maker and their secretary.

When winning over the secretary it is best to treat the secretary with respect. Learn their name. Be honest with them. And, be willing to speak with them in the same manner as you would speak to their boss.  In doing so, provide them with a sound business reason for why you wish to speak with their boss. Offer a benefit their boss will experience from acquiring your product or service. Be specific, and again, straightforward and truthful. Also, if possible, include a reference.

Upon reaching the decision maker, the selling process begins again. You must repeat what you accomplished with the secretary, but take it further. You must introduce yourself, giving your name, title, company, and, if appropriate, the name of the person who referred you. Also, if your company is not well known, it may be necessary to explain what your company does.

When speaking with the decision maker, generate initial interest in your product or service by demonstrating a tangible benefit, while demonstrating knowledge of your prospect, their company, and its operations, goals, and needs.

Once you have provided a good reason for your call, ask for an appointment. If you encounter an excuse or resistance, politely acknowledge it, then offer a response and proceed. Before the conversation is over, reconfirm your mutual understanding, and, if you book a meeting, on the day before that meeting, call the decision maker’s secretary to make sure you’re on their boss’ calendar.

This post is based on material originally published in Closing the Deal.

For more information on Closing the Deal, check it out on Amazon.

(Richard, Burghgraef. Closing the Deal: Hot Sales Strategies that Make Money. Encouragement Press. Illinois: Chicago. 2007)