Connecting with your prospects' star players

Do your research. Learn as much as you possibly can about the individual, the company and the industry ahead of time. There are so many resources available today, so there's no excuse not to do this. Most companies have Web sites that provide information about their products and services. Search the Internet for newspaper and magazine articles about key executives and the latest company news. Once you get that information, arm yourself with ideas on how to help the company improve or generate more business. Only then should you make your calls.

Remember the gatekeeper. Don't stumble into the trap of thinking the decision-makers are only the people with the big titles. And don't ever underestimate the gatekeeper's ability to influence the decision-maker. Show respect to assistants, receptionists and secretaries. Treat these people well, because they're often the ones with the most valuable information about the company and its employees. Moreover, they generally have enough influence to get you in to see a busy top executive-or keep you out.

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