HLDM. What is it? A new drug to counteract high cholesterol? The latest high definition, plasma TV technology? Not at all. HLDM stands for High-Level Decision Makers. And contacting HLDMs can improve sales performance probably more than any another selling tactic.
It comes as no surprise that most salespeople feel locked in at lower levels and are unsure of what to do to get to the hi-level decision maker (HLDM). Hi-level value added selling means selling at the highest levels in an account. It’s a philosophy of partnerships and value creation for the customer. Calling on the HLDM means talking to someone who has the ability to say “Yes” and “No” to your idea. Generally, it’s someone in upper management. They create budgets for ideas they like and pull the plugs on projects they feel waste resources.A recent study concluded that eighty percent of hi-level decision makers admit to getting involved in sales early in the decision process. Yet only 5% of all salespeople ever get to this decision maker. How could this be? Are these decision makers pulling the strings behind the scenes? How can sales professionals influence these decision makers?Why face the HLDM?
Calling on HLDMs shortens your sales cycle, gets you better treatment throughout the account, and creates additional pull for your idea. There’s less competition at the top because most salespeople are too intimidated to call on the HLDM. And when was the last time you heard an HLDM say, “I don’t think there’s enough budget money for this idea I really like.”In the sales and marketing classes that I teach weekly and in my consulting practice, I ask salespeople why they failed to call higher in their accounts. Here’s what I often hear: “I’m afraid I will offend my lower-level contact,” or, “They won’t see me,” and “I’m intimidated by the HLDM.” Lack of confidence, knowledge, or skills hold back most salespeople from calling on the HLDM. There are a number of myths surrounding these HLDMs:
- They’re difficult to get an appointment with.
- They’re eight feet tall and bigger than life.
- Every one of them has a Harvard MBA or law degree.
- They despise salespeople.
- They eat their young.
- They’re better than you.
HLDMs do not ascend to the top by being aloof. Many have sales or marketing backgrounds and appreciate the importance of a salesperson wanting to meet with key decision makers. Today’s organizations are flatter, making the HLDM more accessible. They will meet with you if you have something of value to discuss with them.Keep in mindThe first step in selling to the HLDM is to understand their personalities. They are more direct, so don’t take some of their behavior personally. They like to control meetings, processes, decisions, etc. Power is important to them. They take measured risks and make calculated decisions. They are visionaries who live their passion.Their successes are often tied to their ability to induce others to follow. Consequently, they are strong leaders. Time is one of their most important resources and they will measure your value by your sense of priority and efficiency.The things that irritate them most are excessive chit-chat, fire hose feature-benefit presentations, not understanding their business, canned presentations, and trying to close too early. They do not want to conduct business with salespeople who have “transaction” mentalities. They want to establish business partnerships with people who are more interested in making a difference than just making a deal.Speak on Their LevelRemember that HLDMs are not so much concerned with the best price or even the performance of your service or product. They are most concerned with how you and your company can help them reach their goals. They see past the transaction to the ultimate result. When you structure your presentation to a HLDM you want to make sure that you focus on THEIR goals. What’s in it for them? We can’t do this without fully understanding the needs of the HLDM. This requires some pre-approach. Try to find out as much about the HLDM as possible BEFORE you can for a meeting. What has been their biggest accomplishments at the company? What is their management style? What is their vision for the company’s future? Also plan to ask appropriate questions in the meeting with the HLDM. Build on the knowledge you gain in the preappraoch. HLDMs respect someone who has done their homework and who is passionate and inquisitive.Whether you are a small business owner/manager finding yourself in the selling role, or a professional salesperson making your living building relationships, effectively leveraging the HDLM can help you to achieve greater selling success. If you are interested in learning more about how improve your performance with HLDMs enroll in my Monday night Dale Carnegie Sales Class in Long Beach, CA.