Do You Really Want To Get In Front Of The Business Owner?

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You need to use the methods outlined in the book, The Power to Get In by Michael A. Boylan . It costs a penny now on Amazon. Here's a link.

The Power to Get in: Michael A. Boylan:...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.

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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.
#business #front #owner
  • Profile picture of the author Joe J
    Thanks for this post Claude.

    I know a business owner who is trying to get meetings with big telecom companies and can't find the right salespeople to secure or even find out who the proper employee would be to even speak to.

    Would this book, or any other one that you can recommend, that would be of help in this situation?

    I'm going to purchase this anyway and read it because if I can help him get closer to his wants, I'll be the man!

    Thanks Again, Joe
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    • Profile picture of the author Claude Whitacre
      Originally Posted by Joe J View Post

      Thanks for this post Claude.

      I know a business owner who is trying to get meetings with big telecom companies and can't find the right salespeople to secure or even find out who the proper employee would be to even speak to.

      Would this book, or any other one that you can recommend, that would be of help in this situation?

      I'm going to purchase this anyway and read it because if I can help him get closer to his wants, I'll be the man!

      Thanks Again, Joe
      You need to get the list of company officers. It doesn't need to be all of them, but the CEO needs to be one of them. I used the company website to get my information.

      Everything you need, is in the book. Script templates, letter templates, everything.

      You'll get in front of who you need to talk to. After that, it's up to the rep.

      By the way, this doesn't, in any way, get them to want to buy from you. It just gets you in front of the CEO.
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  • Profile picture of the author Naren Blaice
    Originally Posted by Claude Whitacre View Post

    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.
    Those two sentences made me buy the book. Thanks.
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  • Profile picture of the author Oziboomer
    Originally Posted by Claude Whitacre View Post

    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[/I]
    Thanks Claude..

    Put it on.on the reading list.

    It always surprises me when a system that produces results is developed gets neglected because of the "work" aspect.

    People do try to take a shortcut wherever possible.

    I have staff complain to me that such and such a customer keeps coming back and using an offer we've mailed to them and they think we are losing money by following up time and time again with what works.

    The system outlined in the book would have proved itself and when you talk about shortcutting it and then reverting back to following the steps, it gives confidence to a prospective reader.

    Much like when Dan Kennedy talks of the individual who has left the herd only to return some time later and to then have success.

    He talks of the power that an example like that has.

    I'm glad you promote the fact that if you are going to try to apply the process that you should follow the steps and not take shortcuts.

    It will be interesting to see the results that may get shared here in the future because of your post

    Best regards,

    Ozi.
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  • Profile picture of the author dwight10
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    • Profile picture of the author Claude Whitacre
      Originally Posted by dwight10 View Post

      What about use of video and marketing to connect with the CEO? https://youtu.be/4KO7tFAbEi0
      Thank you
      I can only tell you what worked. And I can tell you that by my changing what worked, it didn't work at all. No idea about using video.


      But every officer needs to get the same message, on the same day. And the only way I can see that happening, is with a letter.

      I read another book, that said to use E-mail. But it's easy to get e-mail deleted before getting read. And some e-mails don't get through. A letter always gets through. And the truth is, some author make suggestions that they have never used. I have used the letter idea, and got great results.


      My advice is that you don't change anything.
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  • Profile picture of the author Michael Nguyen
    Claude, I purchased this book when you first mentioned it in June 2014. Good stuff, I haven't implemented yet..come to think of it, it means I've been going after small fry....hmm
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    • Profile picture of the author Claude Whitacre
      Originally Posted by Michael Nguyen View Post

      Claude, I purchased this book when you first mentioned it in June 2014. Good stuff, I haven't implemented yet..come to think of it, it means I've been going after small fry....hmm
      I don't know if this would be worth doing, unless you are going after a sale of at least several thousand dollars. And it works better when the officers are in a large corporation. In other words, employees. You actually want office politics to work for you here.

      The reason I posted this is that a client called me and asked about how this would work.
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  • Profile picture of the author sdentrepreneur
    Bought the book, I am sure I will get at least $4.00 value out of reading it....lol.....I'm looking for $2,500 to $10,000 per month clients in 2016.
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  • Profile picture of the author mjbmedia
    had this one for a while and yes agree with Claude,. the attack from many angles is a winner
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    Mike

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    • Profile picture of the author Claude Whitacre
      Originally Posted by mjbmedia View Post

      had this one for a while and yes agree with Claude,. the attack from many angles is a winner
      This attacking from multiple angles also works with referrals. I cover that completely in my sales prospecting book.

      But one of the most powerful sections of how I worked a referral program was that everyone I talked to, knew someone that already bought from me. In fact, if they knew four other clients, chances were very strong that all four bought. It's nearly impossible to not buy from someone, when four people you respect...also bought..

      And this is the most important part, the prospect doesn't know anyone who didn't buy. So, to them, everyone does business with you. buying from you is what they are supposed to do. This need to be part of the "buying from Bob" group, is very strong.


      Here's a thread where I talk about this.

      http://www.warriorforum.com/offline-...ss-2016-a.html
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      • Profile picture of the author savidge4
        Originally Posted by Claude Whitacre View Post

        But one of the most powerful sections of how I worked a referral program was that everyone I talked to, knew someone that already bought from me. In fact, if they knew four other clients, chances were very strong that all four bought. It's nearly impossible to not buy from someone, when four people you respect...also bought..
        That is the stuff, that does not happen by accident. Be it focusing on a specific niche / industry / profession, or dealing specifically within a geographic region, Time, Success with past clients, and the Target Focus will pay off in the long run.

        I can directly relate my success to this method. Be it through my local only efforts, or working abroad and finding commonality in the clients I "Select" based on more than a few factors to include online community involvement. ( walking into a base of clients that are already connected. )
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        Success is an ACT not an idea
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  • Profile picture of the author Sebulba
    Claude,

    I bought the book based on your recomendationand that one of the reviews said that it actually worked, unlike "Selling to VITO" another book I used to have.

    I look forward to implimenting the system

    Thanks

    Seb
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  • Profile picture of the author quadagon
    My copy came today. Looking forward to reading it this week. I've got a hell of a train journey on Wednesday so this should pass the time.

    I am a big believer in the read a book a week concept
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    I've got 99 problems but a niche ain't one
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  • Profile picture of the author Sebulba
    Hello Claude and All,

    Ok, I am far enough into the book that I understand exactly waht is going on and I see the value. I actually have a couple of businesses that I have some of the research already done for just through other avenues.

    Now here is my unique challenge --

    I, of course lived int he U.S. for most of my life, but 2 years ago I moved to Europe, so to send letters I would have some unique options.

    First, I could send the letters form Europe, which could be interesting, odds are they would get opened, but after that I'm afraid the fact that I live in Europe could be a sales detriment.

    2, I could look for some kind of service that could send the letters for me, Click2Mail comes to mind. The letters unfortunately would not have a signature and would look mass generated, a definite negative.

    3, I could print and sign letters here and then send a package to a friend in the U.S. and have them drop them in the mail for me. Awkward and clumsy. Also the paper here is A4 not letter size so that would seen strange when they received it.

    Ideas or even interesting input into my situation is appreciated.

    Aside form real paper mail like this, nobody has to know I am not in the U.S. I have a U.S. phone etc, and for all intents and purposes I am in the U.S., but this marketing method makes some real sense and I would like to give it a shot.

    Thanks

    Seb
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    • Profile picture of the author Claude Whitacre
      Originally Posted by Sebulba View Post

      Hello Claude and All,

      Ok, I am far enough into the book that I understand exactly waht is going on and I see the value. I actually have a couple of businesses that I have some of the research already done for just through other avenues.

      Now here is my unique challenge --

      I, of course lived int he U.S. for most of my life, but 2 years ago I moved to Europe, so to send letters I would have some unique options.

      First, I could send the letters form Europe, which could be interesting, odds are they would get opened, but after that I'm afraid the fact that I live in Europe could be a sales detriment.
      I don't think it would be a sales detriment at all. Have you ever received a letter from Europe? I haven't, and it would grab my attention. It's like getting a long distance call from another country. Would you be put through? The answer is Yes.


      In fact, there should be a service for guys in the US, where it could look like it came from Europe. Guaranteed to get opened.


      Always use what you have to your advantage.
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      • Profile picture of the author Sebulba
        Originally Posted by Claude Whitacre View Post

        I don't think it would be a sales detriment at all. Have you ever received a letter from Europe? I haven't, and it would grab my attention. It's like getting a long distance call from another country. Would you be put through? The answer is Yes.


        In fact, there should be a service for guys in the US, where it could look like it came from Europe. Guaranteed to get opened.


        Always use what you have to your advantage.
        Hmmm, OK Claude, you have expanded my thinking. Probably though I should have at least a phrase that will connect, why I am in Europe, so that they realize that I am American and am living here out of choice. Then the posture is "Successful!!!". Otherwise it may be a detriment.

        So maybe something like, "You may have noticed that I am writing you from Europe. My wife and I chose to move to Europe 2 years ago and due to modern technology I can still do what I love and that is help businesses like yours to get the working capital they need to thrive" Just spitballin' here --what do you think?

        I should probably mention the industry I am selling in It is Business Loans, so I can't help but think that with the Nigerian Money scams etc, the fact that I am in Europe may raise suspicions with some people.

        Thanks for you input!

        Seb

        P.S. If anyone wants business letters sent form here, I may be open to that
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  • Profile picture of the author Sebulba
    Ok, I bought some really nice paper and envelpes to get started.

    Seb
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  • Profile picture of the author eccj
    Originally Posted by Claude Whitacre View Post

    You need to use the methods outlined in the book, The Power to Get In by Michael A. Boylan . It costs a penny now on Amazon. Here's a link.

    The Power to Get in: Michael A. Boylan: 9780312151935: Amazon.com: Books

    Is it work? Yes. Does it take some research? A little. Does it work, Yup.

    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.
    I finished reading this book a couple days ago and I am eager to put it to use.

    Yes the book doesn't read well but it's not that bad. He is teaching a skill and skill takes repetition. You may find yourself saying "I get it already" but just read the book.

    Maybe look at the back of the book where the author goes into what he accomplished using the exact same method with an unknown company in a new to him industry selling to the Fortune 500 General Councils.

    74 face to face meeting in 4 months.

    We aren't talking about some IM superstar doing a "how to" blog post about starting a business that uses his own business as the model. Or a 4Hour Work Week knockoff.

    While reading the book, I couldn't help but wonder about what I could sell at that level. It really gets the imagination running wild.

    The hard part for me to accept is that you actually don't want to talk to your target prospects but rather their assistant But I see how it makes sense in big companies.

    Another question is how should I mail? Using #10 envelopes, flats, or Priority?

    Anyways, if someone here doesn't have a track record and wants to jump to selling for big money instead of a lot of smalls sales, or wants a JV with a big name, this book is worth the read.

    Once I acquire a few targets and put it into practice I will update this thread just like I did the pressure washing thread.

    In fact, I think I can use what I learned about the pressure washing industry to make a huge sale using this method..... stay tuned.
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    • Profile picture of the author Claude Whitacre
      Originally Posted by eccj View Post

      I finished reading this book a couple days ago and I am eager to put it to use.

      Yes the book doesn't read well but it's not that bad. He is teaching a skill and skill takes repetition. You may find yourself saying "I get it already" but just read the book.

      Maybe look at the back of the book where the author goes into what he accomplished using the exact same method with an unknown company in a new to him industry selling to the Fortune 500 General Councils.

      74 face to face meeting in 4 months.

      We aren't talking about some IM superstar doing a "how to" blog post about starting a business that uses his own business as the model. Or a 4Hour Work Week knockoff.

      While reading the book, I couldn't help but wonder about what I could sell at that level. It really gets the imagination running wild.

      The hard part for me to accept is that you actually don't want to talk to your target prospects but rather their assistant But I see how it makes sense in big companies.

      Another question is how should I mail? Using #10 envelopes, flats, or Priority?

      Anyways, if someone here doesn't have a track record and wants to jump to selling for big money instead of a lot of smalls sales, or wants a JV with a big name, this book is worth the read.

      Once I acquire a few targets and put it into practice I will update this thread just like I did the pressure washing thread.

      In fact, I think I can use what I learned about the pressure washing industry to make a huge sale using this method..... stay tuned.
      It's been awhile since I used this method (mostly retired now), But I think I just used #10 envelopes. Just make sure you list all the people in the company that you sent the letter to...on the same day...at the top of the letter.


      I used it to sell my online marketing service, and speaking services.

      And this needs to be said, this doesn't do any of the selling for you. But it gets you in front of the right person. I would only use this for clients you really really want....because sending the letters, and getting all the names right, is busy work.
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  • Profile picture of the author Kurt
    "The Power To Get In" is one of my favorite business books. The concept of internal and external leverage is powerful and can be used in a number of ways.


    As Claude mentioned, it isn't a sales book really, it's purpose is to get you in the door of the decision maker in order to be able to sell.
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    • Profile picture of the author Claude Whitacre
      Originally Posted by Kurt View Post

      "The Power To Get In" is one of my favorite business books. The concept of internal and external leverage is powerful and can be used in a number of ways.


      As Claude mentioned, it isn't a sales book really, it's purpose is to get you in the door of the decision maker in order to be able to sell.
      I used the idea in a similar way with referrals. When I would meet the person that was referred to me, I would mention every person that they knew (usually in the same industry) that I had worked with. As in "When I was working with Bob, we had a similar problem, and what we did was..."

      I just want the guy to feel like everyone I've ever met..bought...and everyone he knows...bought.

      The "peer pressure" is almost irresistible.
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      • Profile picture of the author Kurt
        Originally Posted by Claude Whitacre View Post

        I used the idea in a similar way with referrals. When I would meet the person that was referred to me, I would mention every person that they knew (usually in the same industry) that I had worked with. As in "When I was working with Bob, we had a similar problem, and what we did was..."

        I just want the guy to feel like everyone I've ever met..bought...and everyone he knows...bought.

        The "peer pressure" is almost irresistible.
        While the book itself is focused on getting your foot in the door, the internal and external leverage concepts can be used for selling, especially external leverage.

        For example, if you are trying to sell a marketing service to local businesses, applying external leverage can be very effective. If you're sending a letter, do some research and try to identify the competition of that business.

        Be sure to mention those businesses in your letter, saying something like "I'm also sending this offer to Vic's Vacs and Cleo's Carpet Cleaners, but would love to work with you".

        By mentioning the other business competition by name, it instills a bit of jealousy and rivalry. It's one thing to decide not to buy something, it's another to have your competition get it if you don't.

        I'm not sure internal leverage can be used with many small mom and pop businesses as there may not be enough people of "power" to create conversation. But external leverage can, and probably should, be used as much as possible.

        Let folks know that hey, if you don't want to work with you, their competition very well may and name specifically who that competition is...
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  • Profile picture of the author John Durham
    Do I really want to get in front of a business owner?

    No. I don't.

    I want my "message" to get in front of them while I sit at the top of a company , as other people and outlets do it FOR me.

    I want to create systems of selling based on actions that average people can perform, and succeed with,and have them sell for me, while they also create prosperity for themselves. I want to create automated lead generating systems, and I want to create systems that do all the selling for me... effortlessly.

    I dont really want to get in front of a business owner.

    That's just being "frank" (Really John).

    That's what everyone wants.

    However, you have to learn the principles of how to sell in order to create those things, no matter what sales avenue you pursue..

    You need to get in front of a few business owners to learn that. Or maybe just one great one...The OP is such a guy.
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  • Profile picture of the author Rocket Media
    Direct Mail works wonderfully. ANY WAY to get your message in front of the business owner works.

    The important part is FULFILLMENT. In fact, the sales aspect of this business is the easy part.

    Learn how to fulfill before you even worry about selling.

    Even if you have spend some money and get it outsourced, get 3 websites/projects up and running. Don't even worry about their profitability. You want to have at least 3 finished projects under your belt so you can show prospects.

    First one can be your personal marketing agency. Then, think of friends & family who you can do it for. Don't do a half assed job yourself if you are not a good designer. Spend $200-300 to get a website created on upwork.com. Even if it is for a friend/family. Think of it as a gift & investment. this friend will be one of your biggest fans/promoters.

    You will get NOWHERE if you do not practice fulfilling. This was my absolute biggest mistake 3-4 years ago. I did not work on getting websites up, ranked, and driving traffic.

    Bonus Tip: Use powerpoint/keynote and make yourself a nice marketing/SEO services slideshow for your agency. then export and create a VIDEO from the slideshow. Upload this video to Youtube and make the title: "YourCity Local SEO Consulting Expert - YourName". If your city is above 100k population and competitive for this term, choose a different similar longtail that you think will rank on the first page of Google. The concept here is to use the power of Youtube to get something on the first page of Google. This method is not good for terms that have even a little bit of competition.
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