The article emphasizes the significance of cold calling in B2B sales despite the allure of modern growth hacks. It advises entrepreneurs to build connections with multiple decision-makers in larger organizations, as decisions are often made bureaucratically. A successful approach includes befriending gatekeepers like administrative assistants. Utilizing tools such as LinkedIn and social media is recommended for identifying prospects effectively. The contrast between larger and medium-to-small organizations is highlighted, indicating that smaller companies have more streamlined decision-making processes, making them easier to approach for sales opportunities.
With large corporate organizations, the chances are higher that decisions will be made bureaucratically. You will need to talk with multiple people and build value in your product based on their perspectives of their organization's needs.
The key with higher-level execs of large companies is to NOT get past the gatekeeper but get the gatekeeper to introduce you. So make friends with the administrative assistant.
Finding the decision-maker involves using tools like Google, LinkedIn, and social media, which are great for identifying who to approach.
In medium-to-small organizations, it’s more likely that one person can make unilateral decisions, making it easier to navigate the sales process.
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