How to get in front of that "too-busy-for-you" prospect

Isn't sales challenging enough just getting past the gatekeeper?  Now you have a new gatekeeper, the obnoxiously crazy too-busy-for-you prospect. 

Getting in front of the too-busy prospect presents a new world of sales challenges for you, but guess what - it also impacts your prospects success in a huge way.  You provide zero value and zero help until they buy from you. So how do you get in front of them?

To get a meeting with them you must first understand five truths about the crazy, too-busy-for-you prospect.  

1. Being busy is an easy excuse to avoid you.  
2. They are just as overwhelmed as you with all the information and distractions available today. 
3. Most of them are highly disorganized, so they become incredibly forgetful.
4. If something isn't glaringly broken, i.e., the boss isn't screaming, they're not likely to take action. 
5. Finally, you, no offense, are perceived on the same level as your competitors, useless.

If you understand these five truths you will also recognize they also give you the answers how to get in front of your crazy busy prospects.  Specifically, here are five counter strategies you can use to lock down a meeting with your too-busy prospect. 

1. Keep your message simple.  Don't approach them with an overly complex objective or ask for a lengthy initial meeting
2. Distract them with W.I.I.F.T.  Tell them what they get out out of meeting with you. Until they understand what's-in-it-for-them, you have no chance. 
3. You must be their calendar assistant.  Send confirms, calendar invites, reminders and follow ups.  In fact, have coffee delivered the morning of, reminding them of your meeting. 
4. The squeaky wheel gets the oil. You have to make more noise than everything and everyone else.  Your noise must be aligned with their business objectives, and you must be relentless. Ping them two or three times a day in different ways, every day. 
5. You must be able to immediately answer one question - what makes you different and better than your competitors.

Let's face it dealing with this new gatekeeper is a pain in the backside.  It is part of the new selling reality. Either adapt your approach and succeed with these 5 truths and 5 steps, or die a slow painful death with the rest of the sales leakers.  

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