How to Call Low

Calling high is a smart strategy in today’s environment. I talked about the advantages of doing so a few months back https://www.labarberagroupuniversity.com/blog/why-you-should-call-high

But that doesn’t mean you should never execute a call-low strategy. You may be more comfortable doing so. You can get thwarted calling high never get through. And, some organizations much prefer that’s how you go about talking to them. They’d rather have ideas bubble up from below.

When you do call low, there are some obstacles you have to contend with. Here are a few:

Disadvantages of calling low

(1.) Although it’s usually easier getting in, it’s harder to qualify as lower level folks rarely have decision-making power to buy.

(2.) Getting introductions up the organizational chart is harder than execs giving them down. They’re more reluctant than a senior executive is introducing you to someone of lower rank.

(3.) It will almost always take longer. There tends to be more steps and more people you have to sell to get in to see. To use a football analogy, it’s like putting together an 80-yard, 16-play drive.

But, these obstacles can be overcome. Here are four ways to do so:

Strategies for calling low

(1.) Use connections + logical reason to gain access – You want to do the same thing when calling high, though your odds go up a bit in getting a response to your messaging as they’re called on less often than senior execs. Any connection you have can help you gather intelligence (non-public info). The lower level people I want to get to are those who’d be most likely to be experiencing the most pain in areas where I have competitive advantage.

(2.) Each call must be high value – Though that should be your goal with any call on a client or prospect, credibility has to be established to get useful info and get back in. You can’t shortchange the prep because they don’t have a SVP title. Tight, custom messaging, smart questioning & active listening are a must.

(3.) Develop multiple coaches along the way – I call it “daisy-chaining” through an organization. You ask impact questions on the back of pain questions to find out who else is impacted. If you’ve added value on the call, you can get coaching of those impacted to use on calls with other stakeholders. Have the same goal with each person you meet with. If you’re skillful, you not only can build a coalition of those who want your solution, you’ll build a team who can give you inside information. One of them is bound to introduce you to a decision-making executive.

(4.) Gather input from senior execs – When you do finally meet with a senior executive, the value you bring will be from all the info you’ve gathered from below, summarized for them. You’ve laid out the case, now’s the time to present an idea, a possible solution, and have them put in their two-cents worth. Be open to changing it based on the exec’s input (unless their idea won’t work).

It can work

As you look at the process, a lot has to go right for a call-low strategy to work. But if you have a good plan, you’re patient and persistent it can pay off for you.

Good luck and have a great week!

Bob

P.S. I’ll be on my way back from vacation so next week’s newsletter will come out Wednesday of next week.