Need advice - Selling to Franchisors

Quote:

Originally Posted by susana

Brandon,

I sold to CEO's for years. If you want to pm me, I'd be happy to look over whatever letter/marketing piece you develop.

Susan

Is prospecting methods for CEOs much different than other types of prospecting like cold calling or direct mail?

Quote:

Originally Posted by Thomas

Is prospecting methods for CEOs much different than other types of prospecting like cold calling or direct mail?

I'd have to steer that question back to Susan - I'm trying to learn how market to them...I will say that the one CEO that we've sold to we got to him through a franchisee - the CEO told me that he's hard to reach, someone screens his phone calls and he doesn't look at e-mail unless he's looking for a specific e-mail from someone...so where do ya go?

Brandon,

CEO's have an admin who screens their calls, opens mail and filters email.
Usually the only way you get put through is if the CEO puts you on a list of people he's expecting to call.
For example, many times when I was returning a call to a CEO I had never spoken with, the admin would say, 'He's expecting your call'. I got to know several admins very well and actually asked them what the process was. If they don't know you and, you're not on a list, they'll take a message.
Hope that helps.

Susan

Quote:

Originally Posted by susana

CEO's have an admin who screens their calls, opens mail and filters email.

What are better ways to reach these CEO Susan?

Quote:

Originally Posted by Thomas

What are better ways to reach these CEO Susan?

Thomas,

It depends on a lot of factors:

What are you selling?

Is it something they'll have resistance to or something they'll want to hear about?

Do you have someone to use as a referral source?

Can you joint venture with someone who can write a letter on your behalf?

Can you invite them to an event where the product or service will be showcased.

I sold to Fortune 100 CEO's, so you can try different approaches with smaller companies.

Susan

If you seek out the admin of the CEO's, and treat them as if they are the CEO, about 30% of them will cooperate to get your message to the CEO.

The percentage of that group of CEOs who will meet with you is dependent on how well your products and services meets their needs - and how well you have communicated your message.

Need advice - Selling to Franchisors

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