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Move in Angles

 

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by Mary-Rose Hoja in EPE, Networking strategy

When and how to get in front of executive level prospects to have a sales discussion is a real problem for many experts.

A lot of people are trying to do it the wrong way. They repeatedly attempt to go straight to the VIP, no matter how or when. That puts an incredible amount of pressure on you if you do it in this way.

If you don’t have an established relationship with this person it can actually can put you at a competitive disadvantage unless you have something epoch-making to say from THEIR perspective. Since you’re interrupting their world, they are not experiencing you in context and they are not receptive at that moment.Instead, I’m going to share two key secrets here of the EPE Method where you approach in a considered way.

These two EPE secrets are:
1) Timing is critical (WHEN to approach)
2) Move in angles (HOW to approach)

Notice here that I say when to approach, not when you approach. Approaching INDIRECTLY is a superpower that so many experts don’t realise for high-level relationships and deals.

Prefer a video version of this post? We’ve got you covered!

Secret number one: WHEN – Timing is Critical.

In concrete terms, that means you act at micro-disturbances in your people’s world. Examples of this are organisational opportunities like product launches, and individual opportunities like getting coffee at networking events.

Secret number two: HOW…  Move in angles

Do not aim directly for a new client.

Make contact indirectly.  The benefit to you is a lower resistance to prospecting, plus new clients transfer “existing trust” to you. Examples of this are leveraging the existing client base of someone else, and mutual contact introductions – where instead of going straight to the VIP, you go through a mutual contact that influences the VP.

We keep this very simple, and today we are going to look at three magical strategies to this that are both concrete and practical.

Strategy #1:
When: Product re-launch
How: Partner with an existing supplier to your target organisation, where you fill an expertise gap.

An example of this is an advertising agency already in at a big tech company. They are hired to do a marketing campaign to re-launch a product. They hire you for in-context expertise. Over time, you branch off to other departments.

If you don’t know any suppliers, strategy number two coming up shows you an effective way to meet them.

Strategy #2:
When: Events, such as innovation events, rights issue events, IPO events, award events, and media events.

How: Use the innovation trend, where corporates are investing in next-level technologies and marketing to stay relevant, and they want to be seen at events on this. A lot of high-levels are stuck inside their silos or in their corporate buildings and meeting rooms, and you can’t easily access those in the first step, so events are a fantastic strategic route.

Bonus #1: Leverage events that journalists will write about and your targets want to be seen at.

Bonus #2:: Many of your targets choose to be seen at strategic events to advance their careers and get board positions. Be strategic about which events you go to: be focused and prepare for them, otherwise you will exhaust yourself and be less effective.

Social platforms like Twitter are excellent to find journalists, policy makers and observe influential commentators. To be effective, follow these 3 steps:


Step 1: Prepare Before the Event

Email the event organiser and ask them for the attendance list.

On the list, find interesting people, such as:
– Heads of Innovation at interesting companies. These are often active – physically and digitally – at events, and an inroad into an otherwise closed corporate environment.
– Agencies who supply corporates with advertising, communication, language
consulting (“soft”/creative skills). Google Image, LinkedIn, Twitter search these people so you know what they look like, and perhaps who they know.

Search for what is said about the event on LinkedIn or Twitter. Note the most common hashtags and people (Examples: #expertprofitengine and @maryrosehoja).

Make contact with the event organiser. Ask them to introduce you to key people.

Step 2: Focus at the Event

Stand at the back at talks and observe the people and the dynamics.

Aim to meet at least one person on your list. At breaks, stand around the coffee machine.

Do get involved in online feeds at the event if you can. It makes you visible in context. Share content if you don’t want to comment.

Step 3: Follow Up After the Event

Ask a mutual contact to introduce you to your desired contact ASAP and within 7 days. Anchor the introduction on the event. This puts you in context, transfers trust to you, and sets the stage to discuss that event as it relates to them.

Strategy #2:
When: Development sessions for your prospects’ focus groups.
How: Give a talk at an industry association or network such as Chamber of Commerce or Executive Mentoring Program. Use your expertise to benefit their focus groups.

Examples: 1. Big pharma wants to contact primary care nurses because they have patient contact and influence treatment, and 2. Corporates invest in developing internal leaders.

You develop the contacts, plus demonstrate your value to the people your clients want to access and influence. Now, you act as a connector with perceived influence.

Using these strategies makes you go so much faster, reach higher and accomplish it with less work. Do try this out!

If you are struggling to gain traction in a new network of high-paying clients or landing bigger, better deals, head over to expertprofitengine.com and download our free guide on how to package, price, promote and sell your expertise at higher profit.

 

Get The Ultimate Guide to Package, Promote & Sell High-Fee Services & Programs

Close bigger, better deals.

Bonus strategies!
We will process your data in accordance with our Privacy Policy. You may withdraw this consent at any time by emailing us or updating your preferences.