Without a doubt selling to CEO's can be extremely profitable Even though there are advantages that go along with selling to executives it's not quite as easy to do it as it is to say it. In recent years there have been some huge changes in how easy it is to accomplish that goal.
Thus the need for a strategy (makes sense right?). When it comes to meeting with salespeople executives consider less than one fifth of these to be valuable. But that one fifth turns out to be quite significant and worth paying attention to creating a plan to reach them.
- Sellers must understand and be competent in three different dimensions if they want to win over executive buyers. First is context: how you frame the issue, your data, and your point of view.
- Second is content: how you support your argument, your insights, and your point of view. Do your homework, know the people, manage each minute, and follow up.
- Third is contact: how you work with and connect with key people in your organization and the buyer’s firm. Changes in the C-suite make this more important.
“Time is a scarce resource at the C-level; it’s your responsibility to make the most of this time by providing the content that executives appreciate the most.”
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