In a previous post, I shared my opinions on selling to the top of an organization and why it isn’t always the best route to success.
There are obviously times when selling to the top is not only smart, but it’s required. Recently, I was asked about how to approach busy professionals with an idea, product, or service. If you are selling to senior executives, here are a few guidelines that may prove helpful.
As a sales leader, knowing your own company and your product is a requirement. Take it a step further. You need to know our company, too. When someone obviously hasn’t so much as looked at the company’s Web site, he has already lost credibility. Don’t flaunt your advanced preparation, but work in ways you think we will benefit from a relationship.
It applies on the phone, too. I can’t tell you how many people who finally do get me on the line are not prepared. If you’re ready for the gatekeeper, but not the person you’re targeting, here’s a hint: Don’t make the call. Do your homework.
Don’t launch into a stream of acronyms or nonsensical statements. No, I’m not meeting with you for an hour to learn to “drive efficiencies throughout the organization, maximizing ROI and improving profits.” Really. We do that every day, and we know the business and you don’t. So, be clear on what the benefit is to the organization. Don’t use complex language designed to impress.
“Every sale has 5 basic obstacles: no need, no money, no hurry, no desire, no trust.” –Zig Ziglar
We’re all busy. Don’t drag it out. Most executives are incredibly busy and bottom-line oriented. If you catch my attention, then you will have more leeway and time to make your case.