“May I Ask What This Is in Reference To, Sir?”
Problem: When Sam, the salesperson, heard the familiar question from the other end of the phone, a shiver went through him as if he had scraped his fingernails on one of those old green blackboards. He was taught that you had to push past the executive’s gatekeeper, giving little information because the person screening the call couldn’t buy from you, only get rid of you. His typical response would be,“ My company is Powerful Services, Inc. and I would like to talk to Mr. Bigg about some concepts that will pay huge returns.” He was usually put on hold for a second and then told that Mr. Bigg was in a meeting, followed by “Could I take a message or put you into his voicemail?”
Diagnosis: People who answer calls directly for high level executives in large companies are empowered to guard against unimportant callers and interruptions that could steal important time from Mr. Bigg’s packed workday. Salespeople who attempt to push past the telephone screener fail to realize the significance of the Executive Assistant’s role in the organization. The Executive Assistant is often an experienced and respected member of the company with high-level skills and with access to privileged information. Salespeople who do not provide the proper level of respect or use manipulative techniques to avoid the screener may be doing so at their own peril.
Prescription: The Executive Assistant (EA) may be one of the most important people you will ever talk to in your prospect’s company. Stop thinking of getting past them. Start thinking about how to work with them to get the information you need. One of the simplest ways to start is to verbally acknowledge that the EA does play an important role in keeping unwanted interruptions away from Mr. Bigg. The EA often is aware of the problems the boss is working on and will actually help you if there is a belief that you may be able to help. Use your rapport and questioning skills to work with the screener and you may eliminate that horrible sensation the next time you hear, “What is this in reference to, Sir?” Remember that the EA is trained to keep out salespeople who make self-centered pitches and do not show respect, but not people who may have something of value to help the company.
