"How do we reach key decision makers?"

asks FORBES reader Kenneth Wahler, prowling for new customers for Paramount Group, his three-year-old, $6 million (1998 estimated sales) printing service company.

Wahler's Hunt Valley, Md.-based firm uses database and Internet technology to track a company's consumption of printed goods—such as business cards and stationery—and designs programs to make these purchases less costly.

Like all sales-driven organizations, Paramount needs to zero in quickly on the right executives, so forget about mass mailings. "Dear Friend" letters get tossed faster than you can lick a stamp. Better to spend your time narrowing your choices in a given organization. Ask friends, work associates and customers for names. Lean on college alums, too.
 

Join an appropriate trade organization, go to relevant conferences.

Consider hosting your own mixer—a seminar or breakfast—on topics that are of interest to potential customers: the benefits and drawbacks of E-commerce, say, or a local business issue. Wait until after the event to do your selling; follow up with a brochure and business card, along with a thank-you note or a copy of the speech.

If you have no contacts at a company, find out who the key decision makers are.

At small firms, it may be the chief executive; at larger ones, the chief financial officer, marketing director or purchasing manager.
 

Now that you've targeted the right person, make your move by phone:

You'll be sending a proposal and would like to set up a convenient time to discuss it. Here's where you run into the executive assistant whose job is to run interference. Try one of two strategies. Either make the assistant the sole object of your attention, stating your purpose, writing thank-you notes, easing toward the boss—or try reaching the exec directly. Best to call around 8 a.m., before the assistant gets in. Don't phone after hours, when most hardworking bosses are tired and cranky.
 

Demonstrate

Once you've got a date, be prepared to demonstrate how you can help the company save time and money. Learn everything you can about the prospect. "It's like a job interview: The more you know about the company, the better your chance of being hired," says Stephen Mangum, chief financial officer of Pier 1, who gets dozens of pitch letters a week. Be prepared to deliver your spiel in 60 seconds or less.
 

Be Positive

If you get bounced to a subordinate, don't despair. Regard it as an opportunity to make someone else a hero. Keep in touch with the first executive, too, updating your progress in writing. That way, if you do hit a wall, you have an open door back to the executive suite.

Most important of all, don't give up too soon. "Unless you're rejected outright, never give up on a prospect," says J. Robert Lieber, chairman of marketing firm Lieber, Levette, Koenig, Farese, Babcock, Inc. But being persistent does not necessarily mean being obnoxious. That's the fine line that a good salesperson knows how to walk.

Source: By Luisa Kroll at Forbes