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Don't Trip on the Way Down

By: By Jay Speilvogel

Courtesy Of: Venator Sales Group

24. Jun. 2008

Last week, while attending a networking event, I had an opportunity to observe a salesperson in action. I happened to be talking with the CEO of a medium-sized company when another gentleman came over and introduced himself. In his introduction, he explained that he is a salesperson for a firm which specializes in providing technology solutions. The CEO responded with interest as well as concern with his existing computer company. He then suggested that this salesperson follow up with his internal technology guy. The sales person "diligently" asked if he may reference this conversation, when calling the technology guy. After receiving this final endorsement, the salesperson then moved to shake hands and bid the CEO farewell.

Having witnessed this interaction, I couldn't help but wonder, "What will happen when this salesperson calls the internal technology guy?" All too often in these cases where salespeople are endorsed "down the ladder," the person at the lower rung does not respond with the excitement and anticipation expected. In many cases I have seen lower-level people actually override the endorsement and either ignore the calls or brush the salesperson off with disinterest.

Naturally, the salesperson instinctively fights their way back up the ladder to report this challenge to the original endorser. Unfortunately, either because the moment is gone or for political reasons, these attempts to regain access to the CEO are futile at best.

So, how do we deal with this opportunity threat before it happens? The answer is to have what I referred to in a previous article as a "Post-Endorsement Dialogue." A few simple questions for the CEO before parting can go a long way to diffusing the potential threats:

• "Have you discussed your concerns with the technology person?"

• "What were his thoughts on the issue?"

• "What is the possibility he will not be open to speaking with me?"

• "Is this a problem severe enough for you to introduce the two of us?"

Ultimately, the objective is to evoke a sense of interest and urgency with the top person, so they protect us from "tripping on the way down."

© 2007 Jay Spielvogel. All rights reserved.