One of the most challenging activities for salespeople is getting appointments with C-level managers. At this level, managers are tough to approach and won't quickly agree on a meeting.
The question then arises, why would you try to get an appointment at this level. You can easier call and get an appointment with a professional buyer within the prospective organisation and try to sell.
Well, there is an excellent reason why you should consider trying: selling to C-level managers is often more sustainable because their decision-making process is different to those of professional buyers.
Why? Let's look at the differences between C-level and professional buyers.
The differences are more straightforward than we might think.
C-level managers usually make decisions based on other criteria than those of most professional buyers within organisations.
At C-level, managers often look at the following aspects:
The organisational strategy, long-term effects of the purchase, company objectives to be met, growth perspectives, competition, and the purchase fit with workers, users, influencers, etc.
At the level of professional buyers, price plays a critical role next to quality. The average buyer might have less insight into what the C-level might find important. But they are very good at negotiating price!
So, when the salesperson establishes a good understanding with the managing director or Vice President, it makes it easier to sell them on value. Afterwards, if you have to deal with procurement or purchasing, chances are, you might have a stakeholder at the top who is aware of the value you are selling.
I'll share some examples here to clarify:
If you are selling cybersecurity solutions, your conversation with the IT person would be about technicalities and price. With the company's CEO, your discussion would be about the risk of data leakage and its impact on public image. Guess what impact you will have.
Supposing you are selling healthcare products to a healthcare organisation. If you are dealing with the procurement or purchasing department, chances are their focus would be on quality and price. If you were talking to the Managing Director, you might be talking about patient's care and the impact on their convenience. If you ask the right questions, you could also focus on the working conditions of nurses and how the use of your products could impact this.
In a situation where you sell a diversity of (non) alcoholic beverages to restaurants chains, you would be discussing taste, assortments and type of guests. With C-level managers, you could help them grow their business, looking at strategies, customer retention, attracting new guests, etc.
In all three examples above, when talking to C-level, the long term effects and value of your offering would impact your chances for success and "stick" much better! In the end, you could end up creating a customer for life!
To become the C-level manager's most trusted advisor, you need to develop skills and mindsets that will help you discuss at the C-level. Here are some recommendations:
Change your focus from products to solutions.
Understand what is essential for top managers.
Research your prospect and get under their skin and in their shoes.
Ask (open-ended) questions conversationally and listen with your ears, nose, mouth and skin.
Have a sales process in place and use it.
Last advice: do not manipulate, but understand, react and offer the best solution!
Are you ready to approach managers at C-level and sell value? Would you like to know more about how to develop your sales capabilities? Contact me here or call me at +31 (0)642713033. I'm happy to assist!
P.s. in one of my next postings, I’ll tell more about how to reach C-level managers and get the appointment.
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