Getting And Keeping Executive Access
No matter your sales methodology (whether one of the well known ones or one you built yourselves, or if you have one at all), getting and keeping the interest of the (pick your naming nomenclature) Executive Decision Maker and/or Economic Buyer is a key expectation.
To do so WHO – WHAT – WHEN – WHERE – WHY – HOW are essential:
Who they are?
What they care about?
When and Where they are involved?
Why and How they are involved?
The following chart is excepted from “Selling to the C-Suite”, one of the best reads available on the subject of executive selling*:
In a nutshell,
- Sales Cycle A is where the prospect identifies the need
- Sales Cycle B is where the competition helps the prospect identify the need
- Sales Cycle C is where I, the seller help the prospect identify the need
See “Three Ways an Opportunity Starts” for more information.
If we, as sellers, play by the normal rules, don’t change this dynamic, we will rarely get to the key part of the
executive selling dynamic. But it can be changed, no matter whether Sales Cycle A, B or C, and when we do,
we get an extra point of connection with the Economic Buyer.
So the starting point is to know and understand WHEN the Economic Buyer/Executive is involved, next we’ll talk about WHAT they care about, along with WHY and HOW.
And HOW for us as sellers to do something about it. Finally, a really good watch word to think about:
“Sellers get to talk to who they sound like.”
WHAT, WHY AND HOW depend on this, and none of this matters without getting this right.
My opinion on this book being one of the best, and here’s why.
“Selling to the C-Suite” is based on research with several hundred
C-level executives. Why they want to talk to the right sales reps,
what they care about and want in those conversations.