3 Ways to Maximize an Executive Referral

Sales trainer Tibor Shanto, like many, is a firm believer in calling as high up in a company as you possibly can. The problem is, even if you have a good conversation with the VP or CEO, often they will refer you to someone farther down the chain of command to talk in more detail. What should you do to make sure the sale doesn't go down from there? Take Shanto's advice and your call to the top will stay a top priority.

There are three things you must do to fully benefit from an executive referral, sequence here is recommended:

1. Thank them for the referral, then say something along the lines of "Mr. Brown, thank you for suggesting I talk specifically to Steve Howe, just so I am better prepared, is Steve gathering info for a recommendation, or is he in a position to make a final decision?" If Brown tells you Steve will be recommending, then you are in a position to probe who is getting the recommendation about their buying process and a whole bunch of other things that can only help. Not to mention the benefit of having that knowledge in case Steve is one of these "I'm the man" types, pretending to be able to make decisions till you put paper in front of them. Wouldn't you rather know, such a simple question, one that executive will have the answer to and will provide it when asked.

Some reps get hung up and ask me, "Can you really ask a president that?" Well I checked in all 32 states and 8 provinces that I have worked in and it's legal, so check with your local legislature and then it's down to you. Further, if you ask the question directly, professionally, like a peer would, they'll answer; if you take a subservient stance, not sounding like a peer, even with respect, they won't answer.

2. Thank him/her again, and then say "Well I look forward to discussing this with Steve, once I've done that, I will let you know the outcome." And that's how you get a call back card; I've rarely needed to use it, but if it goes to either extreme you have something you can capitalize on. If it goes really bad you can circle back and try again. If it goes really well and there is alignment of requirements and solution, it's your chance to get Brown engaged based on what you learn from Steve.

3. This is important, rather than just asking for Steve's number, once you have the number or extension, ask Brown to transfer you to Steve. Why be an outside call, in a caller id-voice mail world, when you can be a call from the EVP? There is going to be little or no doubt in Steve's mind that you have spoken directly with Brown; and when you say "Steve, I was talking to Mr. Brown about meeting to discuss (insert value your clients derive from you offering here), and he said I should have that conversation with you, how is Monday at 9:00?" No, you don't share the answer to question 1 with Steve.

Steve will check with Brown, but after you have set the appointment. Of course, between now and the time you meet, you will thoroughly prepare to engage Steve, who as a result of your preparation and charm, will be completely impressed, as will Brown.

Tibor Shanto brings over 20 years of sales experience to Renbor Sales Solutions Inc., from telemarketing to leading a global sales team focused on providing top end solutions. Tibor has helped to improve performance for sales professionals in a wide variety of fields, from financial services to on-line B2B specialists.