Loading...
Answers
MenuWhat are strategies to get ahold of the decision makers behind corporate speakers and training programs at large companies?
Working on a lead generation strategy for a human behaviour and leadership trainer that works with large companies and specifically their sales teams. Looking for effective ways to reach the right person behind our targeted companies.
Answers
My first startup was exactly in this space. We topped out at $500K/year before the 2009 recession trashed our client roster. I'd be happy to discuss what worked for us.
In my experience LinkedIn would be the fastest way to identify who to contact at large companies. You can search the companies you know you want to target and look at the employees and their positions and find the head of Training, or Learning and Development and similar positions usually within HR. Since you want to target sales teams specifically, you could also search the Director/VP of Sales positions. You can also search those positions directly and see what comes up. With LinkedIn Premium you can send InMail directly to them. You can also go directly to their websites and look at the 'about us' and 'meet our team' pages of the companies you want to target. Sometimes contact information is listed for them, other times you can see just a name, but can then go to LinkedIn and search for them there. I have also successfully found email addresses by simply Google searching "John Doe Company Name Email." You can call the main line of the organization and choose the person's name from the automated directory or simply ask the operator to connect you. I was successfully connected with the Global Vice President of Talent for a very large organization simply by knowing her name from the about us page and calling the main line and using the automated directory to connect to her direct phone line. Hope this helps! I would be happy to discuss further on a call.
You need to be very specific in how you clearly convey the value of what you provide and how it can impact their position and company. As written below, LinkedIn will help you identify but then you need to start your outreach. I have a "prospecting" approach that uses email, phone and mailers (yes mailers) along with specific time intervals that has proved to be successful in building awareness and getting in front of decision makers. If you would like to see it, please let me know.
Above all, you need to have some grit and simply just start your conversations. If you believe in yourself and your product, it will come through in your conversations and people will be drawn to speaking with you.
Good luck!
Don't overlook professional and trade associations as sources for potential speaking gigs... there are thousands of meetings around the country every weekend and many are looking for speakers and content providers.
Visit the website for the American Society of Association Executives to network with associations in your hometown and places that are easy to travel to. Likewise, see if you can get in contact with your local convention bureau to see if they'll keep you up to date of who is holding conventions in town (then contact those associations and companies).
If I can be of any service to you in crafting your pitch or your content, let me know (one of my roles is "Chief StoryTeller" at a start-up).
Best of luck!
Ken Clark
Coach, consultant and therapist to entrepreneurs
August 2014 I decided I was going to start a large conference in Chicago for entrepreneurs to learn from other successful entrepreneurs.
No money invested and without any real "connections" I hit the phones and used a ton of creative techniques to add over 30 speakers to my line up with names as big as Daymond John from ABC's Shark Tank.
I got ahold of millionaire and billionaire entrepreneurs who professionally speak, as well as tons of professional speakers. I worked with them and still keep in contact with a ton of them.
I used a call/email/linkedin/twitter strategy, but probably not what you'd expect.
I'd love to help and if you or me don't think I helped you out very much, I will refund your money. No questions asked. Free email support until you reach your goal.
See the reviews on my bio. Shoot me a message with questions.
Here are some strategies to reach decision-makers for corporate training programs at large companies:
Research the Learning & Development/Talent department. Find the names of directors and managers who oversee training budgets.
Look up past events and speakers. See who previously led trainings and reach out directly.
Connect on LinkedIn. Look for alumni of your training topic (e.g., sales leadership) and invite them to coffee to learn about their needs.
Contact recruiters and HR business partners. Explain your value and ask for referrals to training decision makers.
Reach out to conference or event organizers. Offer to speak at their events to get face-time with attendees.
Partner with corporate training platforms and providers. They have existing client relationships to introduce you to.
Cold emails targeted companies. Personalize the message for each company or person and focus on value, not just features.
Send personalized mailers. Include client testimonials, agenda samples, and speaker bios; make it easy for them to visualize the training.
Follow up consistently via phone. Be pleasant yet persistent until you reach the right contact.
Leverage your network. Ask trusted contacts if they know anyone at targeted companies who could introduce you.
Patience and relationship building are key. The goal is to learn about their needs and challenges so you can clearly articulate how your training solutions specifically help them.
Related Questions
-
Best sales funnel to scale $47 fitness infoproduct?
Scaling with paid/cold traffic is a very different kind of beast. Depending on your paid traffic source their motivations and behavior is different than that of a house list or affiliate / JV traffic. Usually paid (cold) traffic is more difficult to convert with a $47 initial offer. I've had success warming up this type of traffic, with clients of mine, before asking for that level of sale. There are some exceptions to the rule depending on how rabid your market is to buy, but the fitness niche is usually more skeptical. You can warm them up by starting with an email opt in to a lead magnet then present them with your $47 sales offer, theres a side benefit to this as well. The other way to warm them up is to start with a survey leading them into a customized VSL to your $47 product. There's also some major benefits here if you segment your traffic right. As far as after the initial sale in regards to the backend funnel itself my typical flow looks like this: Sales page > Up Sell #1 > Down Sell #1 > Up Sell #2 > Thank you page. However some of my clients have much more than 2 up sells in place in some funnels. The trick is that your up sells should flow logically to each other. Meaning make your first up sell a product that gets your target market to their desired solution faster and easier with the up sell. For your down sell, you can keep the same product / offer but lower the price or offer a payment plan. Hope this helps, let me know if you have any questions.BH
-
What should my consulting rates be as a freelance developer who can also do SEO, social media optimization and other marketing services?
Pricing for different tasks that require the same amount of time from you tells the Customer (and your subconscious) that you're working at a 5 on task x, but working at a 9 on task y simply because it costs/earns more. That seems to be a disconnect. Your time is your most precious asset, and I would charge for it whatever you're doing. If you build a site, and they are happy with your dev fee, but feel like you should charge less for SEO, simply let them find another SEO guy. That's their choice, but YOU are worth $xx.xx, no matter what you're doing. Also, in general, take whatever you're charging and add 10% to it. If you're still busy, add another 10%. Let the demand level determine how much work you do, and at what cost.SL
-
What would be a good answer for describing the size of your company to a potential prospect who might consider you too small to service their account?
What an awesome question! Businesses are running into this issue more frequently that ever, good news is, it can be done. Having worked on projects with oDesk, Fox Television and Wikipedia and having a very very small staff, it's certainly possible. Here's how I say it in our pitches to larger organizations: "Tractive West provides tailored video production services to organizations of all sizes. We have developed a distributed workflow using the latest digital tools. We leverage our small creative and management team with a world wide network of creative professionals, that means we can rapidly scale to meet the demands of any project while keeping our infrastructure and overhead lightweight and sustainable." Cheers and best of luck.SM
-
What is the best way to sell to dentists?
Get specific with the "who" of your market (i.e. what kind of dentist? what is their specialty? whom do they serve? demographics and psychographics of both the dentist AND their patients?) And specific with your offer to them. What are you selling? What are they buying? And why do they want it (according to THEM... not you)? Get those factors right and they'll buy from you all day long.DB
-
What do (bootstrapped) startups offer to new sales hires? Commission only? What are some good examples to keep people motivated and still survive?
Generally bootstrapped startups should avoid salespeople, for a few reasons: a. they typically can't afford the base and overall comp required to attract sales people who can actually sell / or afford to support them with marketing, management, etc b. it will be very difficult to find the rare person with the right mix of sales and startup DNA along with the critical domain knowledge, consequently the startup is likely to settle c. the founders need to be very involved in the selling and customers will demand it That said, if the plan is still to hire a salesperson, find someone who has demonstrated sales success in startups and is excited by the early stage in company building. Create a comp plan heavily leveraged on sales results (unless you are in an industry where 100% commission is a common practice, would recommend against $0 base as this creates the false impression that your hire isn't passing time with one company while looking for another job with a richer comp plan - you want your rep focussed). Sell the vision and opportunity to be part of a growth story. I have written a several blog posts on hiring sales people into start-ups. You might find these useful: http://www.peaksalesrecruiting.com/ceo-question-should-i-learn-to-sell-or-hire-a-sales-person/ http://www.peaksalesrecruiting.com/start-up-sales-and-hiring-advice-dont-stop-selling-once-you-hire-your-first-sales-rep/ http://www.peaksalesrecruiting.com/hiring-start-up-sales-reps/ http://www.peaksalesrecruiting.com/startups-and-salespeople/ Good luck!EB
the startups.com platform
Copyright © 2025 Startups.com. All rights reserved.