The Power to Get in: Michael A. Boylan:...
Is it work? Yes. Does it take some research? A little. Does it work, Yup.
Here's my review of the book.
I must first confess that I'm not sure if the author invented his own system or cobbled it from earlier experts. But who cares? After 25 years in selling to end users (and managing a few companies), I needed to prospect larger companies with staff, internal politics, layers of management and more that I wasn't used to.
So I did what 99.9% of entrepreneurs do, I cold called until my fingers bled. I tried tactics that served me well selling lower ticket items (less than $5,000) and was making sales, but at a great effort.
I saw this book as I did a search for a related subject. Well, $10 isn't much to gamble (At the time, the best price), so Amazon got the order. The book sat at the bottom of my book pile for a few months. And then I started reading.
I know this is sounding like a staged testimonial, but it isn't. I have no interest in meeting the author, and I don't know him.
But this book mapped out a complete method to get in front of the BUYER. I was sold.
Reviews say the book is padded. So? They say the author has an inflated ego. So what? So do most Entrepreneurs.
The author takes the time to not only give you every step (in complete detail) you need to get in front of the buyer, he explains the reasons the method works. He also explains in great detail why you should use this idea. He NEEDS to sell us on the reasons for using these methods. Otherwise, they would never be attempted.
I used the system to attempt to see 10 CEOs in a 30 day period. I got in to see 4 within the first 30 days (of the start of the attempt), and closed 3 high end sales worth a few hundred thousand dollars over the next year. One company VP said "No" before I got very far, and the other names are still in the loop for additional effort. I'm pretty good, but I NEVER would have made at least 2 of those sales without using this "attack from all sides" method.
You also need to do every step. At first, I tried cutting a few corners with poor results. Do the whole thing. Invest the time, it works.
Anyway, I saw that the author has a 6 CD set for $59 or so. Not enough. If he doesn't sell personal coaching in workshops for $5,000 a pop, he's a fool.
Complaining about the book being padded is like complaining that the map to the goldmine has spelling errors. Dated material? Maybe a little, but it was written in 1997, so it can't be the author's fault. And if you double your sales...don't complain because you need a bigger wallet.
By the way (sorry for the length, I'm used to writing sales letters), You can use the "influence from all sides" idea in getting in to seeing referrals too. I actually used this method for over a decade and the last few years needed no other prospecting.
But using this to essentially cold call? Brilliant, and something that never occurred to me. Live and learn.
The method is essentially to get the names of several of the company officers including the CEO. You send hem all the same letter, on the same day, letting them know who else is getting the letter. It's all laid out in the book.
You don't send an e-mail, you send a letter. You send them all the same day. You call a couple of days after they would have received the letters.
If you change any step, in any way, it won't work. Believe me, I tried to cut corners, because it's actual work. But you need to do every step, as laid out.
You will be the talk of the company for those two days. When you call, they will know who you are. If anyone at all likes your idea, you'll get an interview.
What happens after you are in front of the CEO is up to you.
Sending the letters also forces you to call. Because if you wait a week, it's too late, all the impact is gone.
I used it for selling in person, but I'm sure it would work for phone sales. I used it to land three huge clients (companies I could speak for at their annual convention). But you could be selling just about anything.
You want a non-cold calling method to play with the big dogs? Here it is.
Why did I stop doing it? It was work, I'm lazy, and I just wanted to see if it would work. It does. I did this in 2011.