Every time I ask the question if prospecting senior decision-makers is easier or harder than it used to be, there is a split in the room of answers, almost always on the lines of age. Over 40, the answer is “harder,” under 40, the answer is “easier.” This is a generalization, but the line is driven by technology savvy. Specifically, it revolves around the use of LinkedIn.

Almost everyone who is anyone has a LinkedIn account. They publish their employment history, education, interests and affiliations. They even have an email account to contact them.

Simple guidelines for this popular tool:

• If you are looking at them, they will look at you before they respond. Look good. Not your picture- your bio and what it appears you might have to offer.
• Put your value proposition in the first line of your bio. Your picture, title, company and that line will determine if they agree to a contact, enter your network or disregard you completely.
• Brag. This is the equivalent of a job interview. You need your accomplishments to headline your biography. This is not the time for false modesty.
• Engage in industry groups. One of the keys to connecting with decision-makers is through the LinkedIn groups. Find out which groups your decision-maker is a part of and become a part of those.

Voicemail, email, administrative assistants and other gatekeepers have made connecting harder. LinkedIn makes it easier and better.

As sales people, the following ideas have been fed to us as truths all of our lives. Maybe they were, but even truths can evolve and these definitely have:

1. People don’t care how much you know until they know how much you care. People don’t care how much you care if you don’t know what you are talking about. Relevance is the sign of real value. You have to care enough to know their business, market, industry, competitors and customer. Skip the part about their kids, sports and next vacation. Be relevant and valuable.
2. Always be closing. People quote this line from the movie “Glengarry, Glenn Ross” as a sales maxim. They forget the character who said it was a quintessential jerk. “Always be solving, always be valuable” is the replacement. Closing is an outcome of a process that solves the customer’s problem so clearly that they move at your speed or faster for purchase.
3. Focus on the person in the room who controls the biggest budget. In the new world it is not the person with the biggest budget who makes things happen. Often times it is the person with the power to block. Focus on the “no” person and you will get further.
4. Activity equals productivity. Just because inactivity equals stagnation does not mean the opposite is true. Activity just means activity. Productivity is a result of the right things being done at the right speed with the right people. Focus on that first and volume second.

I’ve been spending a lot of time recently with a certain generation of sales people, my generation of sales people. The ages vary from 45-65+ and there are a few things in common. One of the hallmarks of this generation of sales people is their ability to develop good relationships with buyers. Those relationships were based upon similar interests, shared experiences and a history of integrity – doing what you say you are going to do.  The problem is that these are not valued in the same way in the new generation of buyer.  For the new generation of buyer, it is less about kids, sports, vacations and jokes. They have less time, are more data-driven and are discouraged or forbidden from entertainment with vendors.

1. Relevance – You need to be insightful for them about their market, industry, competitors and customers. They want to know what you know about their world rather than your product or service.
2. Language – Your language needs to be sharper. Specific, numeric claims and metrics for performance are critical over generalizations of “better, more, faster.”
3. Value – They want to know how to explain, and more importantly to show others in their company, your comparative value with metrics.
4. Integrity – You have to do what you say you will do when you say you will do it, every time. Fortunately, this hasn’t changed.

A client of mine was looking for a pep-talk for a series of upcoming Hollywood pitches. These are the TV/Movie style pitches to ego-driven, sometimes eccentric, studio and production company executives who hear 30 idea-pitches a week. They are jaded, impatient and can be intimidating. Come to think of it, they are a lot like buyers in many industries. He asked, “What should I focus on in my preparation?” Here’s what I said – Think S.A.L.T.

• Slow down – When we are nervous, we talk fast. It comes off as low confidence and you will start to overcompensate by talking even faster.
• Ask – When you are told to pitch, don’t. All of the power shifts to the buyer like an audience at open-mic night with arms crossed and challenging you, “Ok, kid, impress me…” By taking that first chess move away and asking a key framing question or two up front, you re-set the power and energy of the meeting into a conversation, not a pitch.
• Laugh – Not a nervous giggle, but rather, look for something that they say that is funny and laugh. Hyper-professionalism and stiff style does not create confidence in you or relax them. Most everyone wants to be entertaining, engaging…funny.
• Talk Less – Cannot stress this enough. The buyer needs to do the talking. There are certain requirements around your credentials and your value that you need to say. Cover those clearly and quickly – then drive the conversation to their issues and challenges.