Sales reps work long and hard for the opportunity to get in front of the top decision makers in a company. Most of the time, this means getting to the C level, as in COO, CFO, CIO, or even CEO. Dealing with the ultimate decision makers is the most expedient way to sell your companys product or service. Sometimes, the decision-making process is delegated to individuals within various parts of a companys hierarchy. They are tasked with the evaluation and selection of a product or service. However, depending on the size or complexity of a purchase, some decisions will rest solely upon executive-level management. For example, a Chief Information Officer will be the one involved in selecting a corporate communications system that affects over 20,000 employees worldwide. Likewise, the Chief Financial Officer of a company will probably be the one who decides what accounting firm to use to ensure they are complying with appropriate SEC regulations.
Selling on an executive level has obvious advantages. Youll know youre dealing with the person who will ultimately sign off on your proposal. However, even the most experienced sales professionals need to keep some important points in mind. Executives have different needs than mid-level managers or other people with authority in an organization. Over the years, research has shown that while executives share many traits with those who work for them, they also have particular needs that must be addressed.
Listed below are some important pointers and guidelines that should be followed with selling at the executive level:
Use Your Time Wisely - Your sales meetings need to be well-organized and concise. You should consider yourself blessed if you were able to finally make it in front of a member of the executive team. Make the most of your time and use it wisely. Executives are busy and dont want to feel like their time is wasted.
Put on Your Best When you deal with executives, you need to meet a higher standard than when dealing with lower level-decision makers. Executives do tend to be more judgmental and critical. When meeting with an executive, put on your best show to impress key decision-makers.
Follow the Boy Scout Motto Be prepared. Executives dont want to waste time with someone who isnt ready for a meeting. They expect you to all the right answers at your finger tips, or at least be able to produce them ASAP. Knowledge and preparedness is crucial. Executives want to hear from subject matter experts and those with an in-depth and strategic understanding of the topic at hand. If necessary, bring along a technical expert or someone who can provide more in-depth detail. Dont just bring a warm body bring one of your sharpest colleagues.
Look for the Right Hook Executives may hit you with a question out of left field. When going into a meeting, expect the unexpected. A meeting may take a completely different direction.
Be Professional A professional is someone who takes his work seriously and always delivers excellence. Professionalism applies to your wardrobe, behavior, communication and preparedness.
