No. 197: Gatekeepers Can Stop You From Marketing to CEOs (4 Tips to Evade Them)]

In marketing for paying clients, smart experts know it’s always best to target a decision maker who can sign a VALID paying cheque. Depending on the company size, and how they operate, you may or may not be able to readily access the CEO.

Yet it ALWAYS pays to aim to meet with the CEO at first…

So many good things can happen for YOU much quicker if you establish a direct relationship with the top decision maker/CEO or business owner from the word go.

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Tayo K. Solagade‘s

 

Weekly Public Speaking/Web Marketing IDEAS Newsletter

Date: Monday 15th June 2015

No:197

Title: (a) Gatekeepers Can Stop You From Marketing to CEOs (4 Tips to Evade Them) (b) To Achieve Sustainable Success, Closely Monitor News About Current Affairs and Politics! – [MP3]!

Author & Publisher: Tayo K. Solagbade [Tel: +234-803-302-1263 (in Nigeria) or +229-66-122-136 (in Benin Republic) ]

Blog URL: http://www.tayosolagbade.com/sdnuggets

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1 of 2: PUBLIC SPEAKING – Gatekeepers Can Stop You From Marketing to CEOs (4 Tips to Evade Them)

In marketing for paying clients, smart experts know it’s always best to target a decision maker who can sign a VALID paying cheque. Depending on the company size, and how they operate, you may or may not be able to readily access the CEO.

Yet it ALWAYS pays to aim to meet with the CEO at first…

So many good things can happen for YOU much quicker if you establish a direct relationship with the top decision maker/CEO or business owner from the word go.

And that’s because there will rarely be delays arising from “waiting” for approval from the boss. Once s/he buys in to your idea, everybody else basically falls in line!

Unfortunately, but understandably, such persons are rarely easy to get a hold of. One reason for this is that tend to have certain individuals who screen any prospective visitors they get.

This could be a PA (Personal Assistant), Manager or other designation. What really matters is the role they play – which will often be to keep their “boss” from being “bothered”, except really necessary.

In certain circles, persons who play the above role (or screening the boss intending “visitors”, are called “GATEKEEPERS”.

Now, some individuals are quite competent in playing this role, and do so to the ultimate benefit of their boss, by ensuring they always make the right people meet their bosses.

However, I have had dealings with others who played that role as if they were there to make most people who tried to see their boss feel unqualified to do so.

During my early years of pavement pounding as a struggling startup entrepreneur, I had countless experiences like that.

Over time however, as I applied the lessons I read in James Cook’s Startup Entrepreneur, about developing a thick skin, I evolved my thinking to explore creative ways to get around annoying gatekeepers.

Today, like I’ve said in several past write ups, I no longer do any pavement pounding to make sales…

Instead I focus my efforts on attracting buyers using my customizable Web Marketing System(WMS)* coupled with data mining of my existing database of subscribers. Quick hint: I continue to earn income at less cost, and with less effort this way.

[*My WMS makes total strangers who need solutions I offer, discover and contact me – often ready to buy.]

But that’s not to say I do all I do online ONLY. Every once in a while, I still go out…but with strategic intent to achieve a purpose that complements my WMS.

For instance recently in Lagos (I’m typing this in a Cotonou cafe) – I visited a high profile computer training centre, to discuss my Excel-VB club and competition offer.

What struck me about the company was the tasteful furnishing, as well as expensive flat screen TVs and computers installed on the walls and tables. Plus, there were students taking classes in all the rooms. The AC units kept the rooms cool, and as I shut the door behind me, the noise from the big petrol generator became muffled.

So, in terms of the physical dimensions, they seemed to have it all fairly well covered.

But I was there to establish the DEPTH of the MS Excel training they offered, in particular.

To my right was a cubicle in which were seated two prettily young ladies, chatting with a well dressed male colleague. The following conversation ensued:

[NB: Keep in mind that my purpose was NOT to see the MD/CEO. Instead it was the person in charge of MS Excel training that I wished to speak with, in order to establish what kinds of Excel training they provided, and what it actually entailed.]

First girl(turning to me): Good morning, how can I help you?

Me: I’d like to speak with your MS Excel trainer please.

First girl: Speak to me. What do you want to know?

Me: Are you the one who does the Excel training here? I don’t think so. You see, this is not the usual kind of enquiry you get. I’m not so sure you can give me the answers I need.

Second girl (cutting in): Excuse me, there is nothing you want to know that we cannot give you an answer to. That’s why we’re here. So, what is your question?

Me(smiling with exaggerated patience now): Okay, if you insist. But I’ll remind you when we’re done that I suggest otherwise.

Second girl (acting impatient): Please ask your question

Me: What topics do you teach learners in MS Excel?

Second girl (laughing mockingly): We teach everything!

Me: Everything? What do you mean everything? That’s neither possible nor practical. I’m sure you will have topics for different levels of Excel learners.

First girl: Look oga, there is nothing about MS Excel that we don’t teach. People come here a lot as you can see (ends waving her hands in the direction of the packed lecture rooms)! If you’re not convinced tell us exactly what topic you want to learn.

Me: Like I said, my enquiry is a bit unusual. I’m not exactly here to register to “learn”. Instead I want to find out what people learn here, to guide a suggestion I wish to make to your trainer – and by extension, your company.

First girl: So what is the topic you want to know if we teach?

Me: Do you teach MS Excel Visual Basic for Applications programming?

First girl(looking confused): Heh, what’s that one?

Me: Excel Visual Basic…it’s the programming language used to automate MS Excel.

Second girl (coming out from the cubicle to stand face to face with me): Okay, I’ve not heard of that before. What is it about?

Me (shake my head slightly): Do you remember I told you it was simply not possible for you to teach all the topics in Excel? Do you also recall that I expressed my doubts about your being the ones who teach MS Excel to the learners?

Well, your answers to my last question have confirmed what I said.

Now, can you please let me speak with the person who does the actual MS Excel training in your company. I am reasonably sure that even if s/he does not train people at that level, s/he is likely to at least know what Excel-VB means.

Second girl (now fairly sober): Okay. Please have your seat, and I’ll get him (second girl makes a point of focusing hard on a notebook on her desk as I glance briefly towards her).

Seconds later, I’m shaking hands with a smallish gentleman in shirt and tie, about my age, who confirms he is the Excel trainer.

As soon as I ask him about Excel-VB, he confirms he knows what it is, but quickly goes on to say: “Here we don’t make promises to learners that we cannot keep. We only offer training in areas where we have competent hands. Excel-VB is not one of them. So we do not offer that training.”

We went on to have a useful conversation. Among other things, I told him about my decision to start an Excel-VB programming movement by promoting access to my home study video tutorials and coaching for business users and kids via my Excel-VB club and competition.

I told him if they invested time/effort to develop in-house Excel-VB expertise, they could begin offering training in that area to independent professionals and corporate executives.

Before I left, he insisted on taking down my website address for the Excel-VB Solutions and my phone number, saying he would discuss it with his boss.

Now, remember that I said I did not go there to meet the CEO. It was the trainer I wanted to see. And I did get to see him – after proving to the receptionist that they did not know enough to make it unnecessary for me to see him!

Interestingly, the trainer on his own went on to suggest discussing my suggestion with the CEO (who was out at the time).

Recall I NEVER asked for that. In fact I told him I did not come looking to get hired, that I just wanted to suggest they start offering Excel-VB training.

…but the impact I made led him to think it!

Indeed, he even asked how much my Excel-VB programming training costs if done for ONE person only…possibly thinking of himself (Pssst: It’s N150k by the way).

Here’s What You Can Take Away From The Above Narrative With Regard to Handling Gatekeepers…

1. Have Enthusiasm and Self-Confidence

The former helps keep you from feeling deflated by snobbish remarks, mockery or outright hostility that you are likely to encounter as you try to get past gatekeepers.

The latter (ie. self-confidence) you should have if you know your stuff, and possess hands-on competence. That way, no matter what happens, if/when you’re asked to SHOW or DEMONSTRATE what you mean, you’ll be able to do just that.

Recall how I responded by asking the girls about Excel-VB? I knew just from speaking with them that they did not know about it. Otherwise they would never have said “We teach everything”!

2. Speak Articulately

This takes practice, and lots of focus. Especially when you’re facing a busy and/or impatient potential buyer who says “You have 3 minutes to tell me something interesting enough to make me speak with you now, or give you an appointment to meet with me later“.

That’s actually happened to me several times.

And those experiences trained me to speak with great articulation – stringing words together in a manner that is convincing and compelling enough to change the mind of the listener in a matter of seconds.

One time, I kept a CEO so wrapped up in what I was telling him I could do for the company using a Web Marketing System that he phone someone he had a meeting with, who he’d kept waiting since I got there: “I’m really sorry. Let’s reschedule.”

That CEO went on to hire me to incorporate a WMS on their existing site.

You can get similar results…

This process begins with you THINKING about what you need to say BEFORE you find yourself before the prospect. Having an elevator speech can help, but sometimes you may encounter a potential buyer that your elevator speech does not fit well.

So, you’ll have to improvise and adapt it to deliver the message you prefer to give that person. All of that may have to happen in a matter of seconds too!

I’ve done this for years, so it’s easy for me now.

But there was a time I was learning to get it right. There were times/days I would leave a prospects office feeling good about how everything came smoothly out of my mouth. Some other times/days, I came out feeling like the most stupid idiot on the planet, because I rambled so much that the prospect walked me out!

Even if you were born a stutterer or stammerer, you CAN train yourself to overcome it(and many have), in order to self-regulate when you’re under stress, thereby suppressing it. I once read somewhere that John Major, one time UK Prime Minister, was a stutterer. Aha!

3. Know Your Target Audience & Use Strategic Intent

This is short, but the most important. Decide what you’ll need to say to throw a gatekeeper off balance, so you can HAVE YOUR way.

Notice in my above conversation with the receptionists that I waited for the right time to ask them if they taught Excel-VB? I knew that would stump them, and give me the opening I needed to insist on being allowed to speak with the person I originally requested.

It pays to be familiar with the society or culture you are in, to succeed in doing this.

A tendency people from my part of the world have, to: (a) focus on superficial aspects…and (b) “commoditize” learning, made me reasonably certain my strategy would work. So, know your target audience demographics!

4. Bypass The Gatekeeper: Get the CEO or Decision Maker’s Contact Details and Reach Out Directly to Him/Her

I always try this first, before considering going out…

You can choose not to even showing up before a gatekeeper. Today, PC and Internet technology makes it easy to get contact details of many decision makers and CEOs.

Use Google. Find the company or personal website. See if s/he comes up. Many creative ways exist to get his/her name. Speak to the security personnel, casually asking for such details. Watch out for names mentioned in media reports, brochures, flyers, Annual Reports etc.

Depending on the individual concerned, you may be able to connect via Twitter, Facebook and other relevant social media platforms and send a response generating message – at the least.

This list is not exhaustible, but it can get you up and running productively, if used right.

Good luck!

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This newsletter (which I use to promote Burt Dubin’s Speaker Mentoring Products/Services) serves experts-who-speak. Starting – Monday 13th April 2015 – it MORPHED in name and content served, to a 2 part Speaking/Web Marketing IDEAS newsletter, to better serve them. You just read the “Public Speaking IDEAS” part above. What follows below is the “Web Marketing IDEAS” part.

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2 of 2: WEB MARKETING: To Achieve Sustainable Success, Closely Monitor News About Current Affairs and Politics! [FREE MP3 DOWNLOAD]

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And for as long as that stable sociopolitical climate does not exist, every person running a business will probably have to sleep with one eye open.” – Tayo K. Solagbade

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Have a great week :-))

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Tayo K. Solagbade*

Self-Development/Performance Improvement Specialist

*Sole Agent For Burt Dubin’s Speaker Mentoring Service In Africa

Mobile: +234-803-302-1263 (in Nigeria) or +229-66-122-136 (in Benin Republic)

http://www.tayosolagbade.com

Tayo K. Solagbade is a Location Independent Performance Improvement Specialist and Multipreneur (i.e. a highly versatile/multi-skilled entrepreneur), with a bias for delivering Best Practice solutions to

Farm Businesses and others.

Since 2002, he has earned multiple streams of income providing individuals and organizations with personal development training and coaching, custom MS Excel-VB solutions, web marketing systems/web hosting,

freelance writing services, and best practice extension support services (for farm business owners).

Tayo is the author of the Self-Development (SD) Bible™ and the popular Livestock Feed Formulation Handbook. He is also the developer of its accompanying Excel-VB driven Ration Formulator™ and the Poultry Farm Manager™ software.

He has delivered talks/papers to audiences in various groups and organizations, including the Centre for Management Development, University of Lagos, Christ Baptist Church, Volunteer Corps, Tantalisers Fast Foods

and others.

In May 2012 he was the Guest Speaker at the Centre for Entrepreneurship Development’s Annual Semester Entrepreneurial Lecture at Yaba College of Technology in Lagos.

On 1st April 2013, Tayo (who reads, write and speaks the French language) relocated to Cotonou, Benin Republic to begin slowly traveling across the West African region.

His key purpose is to deliver talks, seminars

and workshops on his key areas of focus and interest to interested audiences (Email tayo at tksola dot com for details).

In a previous life, before leaving to become self-employed, Tayo served for seven years as a high performing manager in Guinness Nigeria. He rose from Shift Brewer, to Training & Technical Development Manager, and then later acted in senior management roles as Production Manager and Technical Manager.

He is an Associate Member of the UK Institute & Guild of Brewing, a 1997 National Finalist of the Nigerian Institute of Management’s(NIM) Young Managers’ competition, a Certified Psychometric Test Administrator for Psytech UK, innovator of Spontaneous Coaching for Self-Development™ (SCfS-D™), and Founder of the Self-Development Academy Limited.

When he’s not amazing clients with his superhuman skills (wink), Tayo works as the creative force behind his Daily Self-Development Nuggets blog – on which he also publishes his Weekly Public Speaking IDEAS

newsletter(which he uses to promote Burt Dubin’s Public Speaking Mentoring service to experts working across the African continent).

You can connect with him on Twitter @tksola.com and Facebook.

Visit Tayo Solagbade Dot Com, to download over over 10 performance improvement resources to boost your personal and work related productivity.

====
[IMPORTANT NOTE:====

On 4th May 2014, Tayo’s 9 year old domain (Spontaneousdevelopment dot com), which hosted his website, was taken over by Aplus.net.

Within a few days however, Tayo used his advanced self-taught web development skills to build a SUPERIOR “reincarnation” of it the website http://www.tayosolagbade.com.

But updates are still ongoing to URLs bearing the old domain name in most of the over 1,000 web pages, and blog posts

he’s published.

If you experience any difficulties finding a page or document, email Tayo at tksola dot com.

Click “Tayo, What Happened to SpontaneousDevelopmentDotCom ?” to read a detailed narrative about how the above event occurred :-))

Here’s an article Tayo wrote, to inspire others to defy adversity, and bounce back to even greater reckoning at what they do EVERY time:

And he wrote the one below, to explain why losing a domain name, no matter how old NO LONGER determines your online success or otherwise:

A Proven Strategy to Find Profitable Buyers Regardless of Your Domain Name

==================

View Tayo Solagbade's video tutorials and demonstrations on Facebook Productivity Tips, Web Marketing, and for his Custom MS Excel-VB driven software applicationsJoin the SD Nuggets community on Facebook.comConnect with Tayo on Twitter.comConnect with Tayo on Google Plus

 

 

You’re reading No. 197: Gatekeepers Can Stop You From Marketing to CEOs (4 Tips to Evade Them)] by Tayo Solagbade, originally posted on his Daily Self-Development (SD) Nuggets™ blog. If you loved reading this post, be sure to follow Tayo on Twitter, Facebook, and Google+.

You may also wish to check out his growing library of tutorial and demonstration videos on Youtube. Click here, to download over 10 resources to boost your personal and work related productivity.

IMPORTANT NOTE:
On 4th May 2014, Tayo’s 9 year old domain (Spontaneousdevelopment dot com), was taken over by Aplus.net. Within a few days however, Tayo used his advanced self-taught web development skills to build (and move his website contents into) a SUPERIOR "reincarnation" at http://www.tayosolagbade.com.

Most URLs bearing the old domain name appearing in search engines should now work if "spontaneousdevelopment.com" is replaced with "tayosolagbade.com". If you experience any difficulties finding a page or document, email Tayo at tksola dot com.

Click "Tayo, What Happened to SpontaneousDevelopmentDotCom?" to read a detailed narrative about how the above event occurred :-))

Here’s an article Tayo wrote, to inspire others to defy adversity, and bounce back to even greater reckoning at what they do EVERY time:

Succeed by Emerging from Adversity Like a Phoenix (TayoSolagbade.com launches extra Hosting plan with FREE Web Marketing!)

And he wrote the one below, to explain why losing a domain name, no matter how old NO LONGER determines your online success or otherwise:

A Proven Strategy to Find Profitable Buyers Regardless of Your Domain Name

Source: ExcelVB

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