- Be clear on your understanding of the organization’s challenges and opportunities, and on what your contact does each day in support of the organization’s strategic goals
- Develop and practice your initial conversation before you pick up the phone to call your prospect. Write it out and tweak it until the customer-centric messaging is clear and your business value proposition is straightforward. Review it with a peer to ensure that you’re delivering it in a conversational style, one that is yours, and is appropriate for your prospect (region, language of value, etc.)
- Use language that is business-centric, that makes sense for a senior business (non-technical) person. Use language that helps the prospect to feel comfortable with your expertise in the process of diagnosing issues and coming up with recommendations.
Awareness is the first step to success.