Every sales manager I’ve ever talked to asks the same thing. “I want my salespeople to call on senior executives.” They call too low. Why call high?
- That is where the big dollar decisions are made.
- That is where the political power lies.
- That is where deals get done.
But the unfortunate reality is this:
CxO’s have zero interest in talking to your salespeople.
Why is it the case? There is a fundamental disconnect:
- Most salespeople know the product, the features, and the benefits.
- CxO’s care none about the product. They are busy, highly protective of their time, and care only about their business and career.
So salespeople talk product while senior executive talk about their business. What do we do about it? Slow down.
First, we’ve got to stop taking shortcuts. We have to know enough to get in. Study their web site. Read their 10-K. Read the bios of their executives. Talk to their salespeople and customers. Speak to a remote division. This will give you the inside information that every CxO wants to hear.
Second, ask yourself “If I was Mr. or Ms. CEO, why would I want to talk to you?” Keep in mind that you will be talking to voicemail and executive assistants — so prepare for these. Plan your voicemails (see an earlier posting for examples) and gently talk to the assistant.
Third, be patient. CxO’s are busy. If you leave a message, it will get heard. If you talk to an executive assistant — she is the CxO. Wait a week. Send an email. Wait. Be patient and creative.
Fourth, get your ears on and watch behavior. Did they open your email? Did they visit your website? Did they download a white paper? Take a look at this website. Digital Body Language.
Good luck and good selling, dear readers.
