Bill, a veteran salesperson with a deep hesitation about approaching prospects online, had been trying to gain traction for months at a company called Acme Logistics. A competitor had won all of Acme’s business, but Bill felt certain that if he could secure a meeting with the company’s CEO, Mary Moore, he could make a powerful case for winning Acme as a client.
During a meeting with Rita, his sales manager, Bill mentioned that he had tried and failed repeatedly to reach out to the CEO of Acme. Rita asked:
“When you say, ‘reach out,’ what do you mean?”
Bill explained that he’d left phone messages for Mary every other week for the past three months and had gotten no calls back. Rita said:
“Well, suppose you were to use your LinkedIn® network to generate an email referral?”