Here's a quick summary of what Ian had to say:
Target the right people. In most cases, this will be top executives because they're the most likely to make strategic decisions.
- Change your attitude. Don't focus on the first contact, but on the relationship that you'll be building in the future.
- Create a structure. Set aside half a day each week to make calls to people who might be (or know) your target prospects.
- Discover multiple points of contact. You are no more than 2 or 3 links away from anybody you'd like to meet.
- Be authentic. Use the same tonality and vocabulary that you'd use if you were calling somebody inside your firm.
- Be realistic. Position your offering as something that might be able to help rather than a "must buy" offering.
- Be a business person not a sales rep. Approach the decision maker as an equal rather than a supplicant.
- Sell to the gatekeeper. Most gatekeepers for top executives weild enormous power. Get them on your side.