Finding the VBR to Make the Call

by Susan Novicki


Decision-makers are in the office at this time of year and this is a great time to aggressively get on the phone and make calls.  Most people tend to get in “holiday mode” but this is a time to initiate conversations – when decision-makers are not on the road.  And having a “Valid Business Reason” for making the call is the easiest way and creates the most success.


In last week’s issue of Sellers Source,I learned that “Kellogg’s Kashi brand has launched a new single-serve pizza in two flavors, Greek Tzatziki Pizza, with spinach, artichokes, tomatoes, feta, mozzarella and sauce of Greek yogurt, cucumber, dill and garlic, and Indian Tikka Masala Pizza, with mozzarella, fire-roasted eggplant, spinach, tomatoes, crushed red pepper and a spicy Tikka Masala sauce.  The crust is made with Kashi Seven Whole Grains, flax and sesame. These two new flavors complement the six varieties that are already in store.”

Now first I have to figure out how to say Tzatziki but this is a great reason to make the call – new products being introduced.    The new flavors are not yet even on the website but I always like to make sure that the product I am calling about is sold in my area and I found that the Kashi pizzas are sold in every major grocery chain so this solidifies the reason to make the call.  Once I find a decision-maker and prepare to get on the phone I want to create a script so that I make sure that I have every chance to get a call-back (not that I will say it verbatim).

It could go something like this: “Hello Lara, I understand you are one of the brand managers at Kashi.  My name is Susan Novicki with Morrison and Abraham.  We put together fully integrated sales and marketing programs for companies like yours and have had proven success with these programs, including ones with Kellogg’s.  I read that you are introducing two new flavors to your portfolio of frozen pizzas and I would like to talk to you about your initiatives for 2014 in getting these products onto the shelves and through to the consumers.  Would you be available for a call on Friday at 9 AM PST so that I can talk about our success in moving product but more importantly so I can hear about your focus so that I can create a program designed to meet your objectives?  If this time doesn’t work let me know a time that would work for you.  Thank you, Lara and I look forward to our call.”

Follow this up with an email and you are on your way to a close.

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