Question: I have recently joined a company that runs its operation very lean like a start up. They do not believe or invest in Marketing, Business Intelligence databases, branding, etc. Therefore, I am stuck with cold calling with no list to start with, no contact names, email addresses, etc. When cold calling into CXO levels, it is difficult to interrupt them on the phone, and when I do, I have 10 seconds to get a value prop. into their ears. What is your recommendation on how to deliver a 10 second value prop while cold calling?

As a Sales Coach that focuses on emerging companies, this is my dream question. I have tried to avoid sports analogies as much as possible, but this is like someone putting the ball just where I like it when I swing for the fences.

When you are calling into CXO’s and have an objective of starting a conversation, you must have purpose in your actions. If you want to generate revenue from this approach there are three things to consider:

1. You must prove you are a worthy business partner. Entry statements should have relevance and prove you understand your prospect’s company and industry. Part of your approach should relate to recent changes in their business, and possibly things you know that could effect them. Research and study the market, their growth, the things impacting what is relevant to what you are trying to sell, only then will they take a moment and listen. The best place to start is one sector or market in an effort to build up knowledge and a common language.
2. You must show that you have done it. Share the tangible and intangible results that you have provided for another company. Tell the truth and only talk about results. C LEVEL PEOPLE DO NOT CARE ABOUT THE FEATURES OR FUNCTIONS! In fact this might be hard to swallow, but they do not care about how your product does anything. They care about simple things, like increasing revenue and customer loyalty, decreasing operational expenses or liability, and keeping their employees around as long as possible. Speak to these triggers and how others have benefited from just giving you a moment of their time, and you will get an audience.
3. Do not waste their time! They do not care who you are or what company you are from. Let them ask, it should not be part of your entry statement. “Hi, this is Karl Goldfield from startup sales mentor.” That sentence, read clearly takes four seconds, and if I add, “I deliver best practices in building sales teams to generate revenues quickly.” I have now taken the eight (not ten) seconds a CXO is going to fork out before tuning out. If instead I say, “Mr. Executive, in less than six months, ABC company grew their sales from less than $1m a year to almost $1m a month. The seven representatives they hired each have a quota greater than last years company goals.” Notice I did not say what I did, or how I did it. That will get me another eight seconds. From their they usually ask how. From their I can begin to uncover if we should be working together. From their I get business, and so can you.

There are many other things I could share, but these three suggestions alone will get more executives listening. Then it is just up to you to listen and return the favor.