This is a bit long winded, but here's how I figured out how to walk through the front door and get a response at a big org.
I used to be a founder in a legal services startup. We wanted to get in with the largest SomeTypeOfLegalService firms in the US and didn't really have a direct line. Something that really worked for us was doing a little research on not so much who would make the final decision (but also that) but who our product would appeal to the most. Something that worked for me was calling the front desk. Reception is the key to everything, they know when the CEO has a doctors appointment and how the CTO likes his bagels.
I would call the front desk with the aim of talking to the receptionist and NOT being salesy. Frequently they are busy as hell. The first time you call they will probably give you the brush off. Knowing who Production Manager "Mike" and CTO "Dave" are I would say something like "Hi Suzy, I'm stuntkite with blahblah. We are a legal tech vendor. We've got this amazing widget yadda yadda. I have a few questions about your firm. I know you're probably busy, is there a way where I could get a few minutes of your time to ask some questions about X Firm?"
I would say 90% of the time, they are too busy, they seem reasonably offput because no matter what this is salesy. But it's tech so I fair better than phonebooks salesman. Suzy is too busy so I tell her "Well, I just want to ask a few questions about X Firm. We have an editing and delivery platform. We are partnering with a handful of large firms and customizing a demo and sending it out on an ipad as a gift so people can experience what we have to offer. Can you give me a call back when you have a few minutes so I can pick your brain?"
Usually I actually got a callback. If I didn't, I called back the next day and usually got my details. I would figure out who the biggest gadget dork was and ask about how suzye liked working there. You get a lot from that. Then ask how it is working with Production Manager Mike. Then we would package up two ipad minis in custom paper boxes and engrave the tablet on the back. Build a white labeled build with some demo data. Tailor the boot experience and papercraft to an interest or aesthetic we can figure out about the execs. Have a courier deliver both ipads with a box of cookies with a thank you card for the receptionist. She'd drop off the ipads at the guys desks. They get a neat unboxing experience, with a note. They turn the thing on scope it out, and we get a callback. Sometimes it took a little bit, but usually within a few days we got a ring.
Sure it's spearfishing, but all in the expense was less than $1500, though I did personally handle the art. It never failed to get an excited callback. And I think we only had one company that didn't convert because they thought we might one day compete with them. (we never did.) Also, none of them closed over night. One of them took like 4 years to close? But we got noticed.
The key to every bit of it though was being genuine and specific. Also we absolutely believed in our product and it was cool, different, and worked. We were very different than the rest of the market, so it was hard to get established ops to look at us. We had tried trade shows and contract sales and a ton of other stuff. I think maybe we had our name heard a bit before, but this really did work. Also, everything falls apart if you don't take care of the reception desk. You make sure they are excited that they talked to you, then they will help you get stuff delivered. Also, almost every time they were great assets/partners going forward with the company through the best and worst times.
The other good way is to hire a sales guy that's an insider. They are expensive but worth their weight in gold if you can find them. I still don't know how to find them.
It is absolutely against the law for a civil servant to accept a gift like that. We can accept very small gifts; the value changes, but it's something like $20 per year. And even then, if it's a company that's trying to sell you some new product, it's frowned upon. It looks bad. So most people would turn down a gift larger than, say, a company branded ball-point pen.
I don't let contractors buy me bottled water, and I don't accept rides from them except in dire circumstances. I insist on driving.
Wow. What an incredible story that you just shared. Incredible because of the ingenuity and sheer persistence.
How did you know what features to build into the product before sending the demo over? Was the product mostly a completed MVP? Did you have any interest before the demo?Sounds a bit counter to the lean startup.
Sorry for all the questions but this is where I’m stuck at at the moment
I don't want to seem to harsh or something, but once (in a pre-digital era) that was once called more simply "bribing" (in a sort of "good" way, but still ...).
