The 'Top-Down' Method Explained

We refer in The Silver Sales Bullet to our Top-Down Method, and it took us a while to nail this, but when you know how to do it, we know it works.

It’s understanding the power of influence and how that works…

It dawned on me some time ago, and the principle I’ve continued to apply for the last couple of decades, is to start at the top…

Influence filters down.

Influence does not filter up.

You may know the name of the person that you’re desperately trying to engage with but avoid engaging with them directly first.

If you don’t you may know the designation of the person you’re trying to reach.

But the person in any organisation that I’ve enjoyed most progress and most success, is the personal or executive assistant of the number one in the company.

Their conduct, behaviour and demeanour is a reflection of the culture that prevails at the company, so they are always going to be helpful.

It’s their job.

I’ve always found them extremely helpful in explaining the nature of my enquiry.

That has been the primary source of success and I would encourage people to start there.

When we do get through to the person we’re trying to reach, they are going to be far more receptive if we’ve been referred by the boss’ assistant.

I find that if you go to the echelon in an organisation where you believe you need to target, there are far too many people in the world who love to say no…

I hate it.

It gives them some sort of authority or power.

People like to say no because it is enables them to avoid responsibility.

They are naturally programmed to say no and prove to be difficult people to deal with.

So, avoid them like the plague, similarly to customer services.

There are some very nice people in customer services, but the biggest problem is that they have limited or zero authority.

You need to get to where the decision-making executives are, and avoid those who like to say no.