More Related Content Similar to Selling To The C-Suite (20) Selling To The C-Suite1. Selling to the C-Suite
The Groundbreaking New Book
for Professional Salespeople
Stephen J. Bistritz, Ed.D.
steveb@sellxl.com
www.sellxl.com
Linked to
© 2013 - 2014, Learning Solutions International. All rights reserved.
2. Selling to the C-Suite
“The new salespeople are highly skilled
value creators, who live by ingeniously
solving customer problems.
The measure of these new salespeople
is the value they create, and to create
maximum value, they must understand
the issues and concerns of their C-Suite
customers.
This book is timely and essential
reading for them!”
Neil Rackham
Author of Spin Selling
© 2013 - 2014, Learning Solutions International. All rights reserved.
3. Presentation Outcomes
At the end of this presentation, you will be able to…
Describe when executives get involved in the decision
process for major purchases
Discover the best approaches to use for that initial call
on the relevant executive for the sales opportunity
Determine how to become perceived as a trusted
advisor to the executive, thereby securing return access
Select the appropriate time to communicate value to
executives
© 2013 - 2014, Learning Solutions International. All rights reserved.
4. Presentation Outcomes
Those outcomes may sound
like common sense…
however, in many cases, they
are not common practice!
© 2013 - 2014, Learning Solutions International. All rights reserved.
5. Challenges Salespeople Have in
Calling on Executives
Identify some of the challenges salespeople encounter
when calling on senior executives…
http://www.wcremembered.co.uk/63_p12.html
“If not you, perhaps a friend of yours.”
© 2013 - 2014, Learning Solutions International. All rights reserved.
6. Challenges
• Identifying the right executive to call on
• Getting past the gatekeeper
• Understanding the executive’s key
business issues
• Intimidated by the questions that
could arise
• Lack of understanding of the politics of
the client organization
• Jeopardizing lower level relationships
© 2013 - 2014, Learning Solutions International. All rights reserved.
7. Research on Selling at the Executive Level
Hewlett-Packard | Kenan Flagler Business School, UNC
Georgia State University | Target Marketing Systems
When and why did executives get involved in
the decision process for major purchases?
What has to happen in meetings with
salespeople for the executive to feel it was
effective?
How do salespeople establish trust and
credibility at the executive level, thereby
securing return access?
What are executives looking for in “strategic
relationships” with suppliers?
Selling to the C-Suite. By Nicholas A.C. Read and Stephen J. Bistritz, Ed.D. McGraw Hill.
© 2013 - 2014, Learning Solutions International. All rights reserved.
8. Executive Involvement in the Buying Cycle
Q
When and why do senior executives get involved in the
decision process for major purchases?
A
Early
Middle
Late
Executive
Involvement
Understand
Current
Issues
Establish
Objectives
Set Strategy
Explore
Options
Set Vendor
Criteria
Examine
Alternatives
Plan
Implementation
Measure
Results
Steps in the Buying Cycle
© 2013 - 2014, Learning Solutions International. All rights reserved.
9. Executive Involvement in the Buying Cycle
Q
When and why do senior executives get involved in the
decision process for major purchases?
Executive
Involvement
Understand
Current
Issues
Establish
Objectives
Set Strategy
Explore
Options
Set Vendor
Criteria
Examine
Alternatives
Plan
Implementation
Measure
Results
Steps in the Buying Cycle
© 2013 - 2014, Learning Solutions International. All rights reserved.
10. Selling to the C-Suite
“I meet with professional salespeople
because often they can offer me
solutions that even people within my
own organization can’t develop.
They’ve seen these problems in other
organizations and I want the benefit
of their experience.”
— CXO-Level Executive
© 2013 - 2014, Learning Solutions International. All rights reserved.
11. Defining the Relevant Executive
The executive who initiated the project or application
associated with the sales opportunity
The executive who stands to gain
the most or lose the most by the
outcome of the project or application
associated with the sales opportunity
This is the relevant executive for the sales opportunity
© 2013 - 2014, Learning Solutions International. All rights reserved.
12. Calling on the Relevant Executive
“The tasks our clients were
asking us to take on were
spreading beyond the domain of
the CIO – places where IBM
[salespeople] had not, in general,
ventured and where we lacked
strong client relationships.”
- Lou Gerstner
© 2013 - 2014, Learning Solutions International. All rights reserved.
13. RTC Technologies Executive Team
Cultivating Client Relationships
Who has the formal power for an
IT-based customer service
solution?
Who has the informal power for
that same decision?
Who is the relevant executive
for this opportunity?
© 2013 - 2014, Learning Solutions International. All rights reserved.
14. RTC Technologies Executive Team
Cultivating Client Relationships
Who has the formal power for an
IT-based customer service
solution?
Formal
Power
© 2013 - 2014, Learning Solutions International. All rights reserved.
15. RTC Technologies Executive Team
Cultivating Client Relationships
Who has the formal power for an
IT-based customer service solution?
Who has the informal power for
that same decision?
Informal
Power
© 2013 - 2014, Learning Solutions International. All rights reserved.
16. RTC Technologies Executive Team
Cultivating Client Relationships
Who has the formal power for an
IT-based customer service solution?
Who has the informal power for
that same decision?
Who is the relevant
executive for this
opportunity?
Relevant
Executive
Informal
Power
© 2013 - 2014, Learning Solutions International. All rights reserved.
17. Four Approaches to Gaining Access
Overt
Sponsor
Referral
Implement an
Use a credible
Use a referral
Treat the
overt approach
sponsor within
(someone outside
gatekeeper
via the
the client’s
the client’s
(AA, secretary or
telephone or
organization to
organization),
the like) as a
using a phone
help secure
such as a
resource and use
call, preceded by
access
consultant,
them to help
business
secure access
a letter
Gatekeeper
associate or
friend
© 2013 - 2014, Learning Solutions International. All rights reserved.
18. Research on Selling to Executives
Q
Assuming your company was considering a major purchase,
how likely would you be to schedule a meeting with a
salesperson if the request came from…
A
Always
Usually
Occasionally
Never
16%
68%
16%
0%
A referral from outside the company
8
36
44
12
A letter from a salesperson followed
by a direct call
4
20
40
36
A direct telephone call from a
salesperson
0
20
36
44
A recommendation from someone
inside your company
© 2013 - 2014, Learning Solutions International. All rights reserved.
19. Gaining Access
84% of the time executives
said they would grant the
salesperson a meeting…
provided the recommendation
came from someone inside the
company!
© 2013 - 2014, Learning Solutions International. All rights reserved.
20. Preparing Your Approach
Outline for the Initial Telephone Call on the Executive
Brief introduction to why you’re contacting the executive
Introduction
Purpose
Explain your connection to the person who referred you to the
executive, if appropriate
Be clear and specific as you explain the purpose of the call
Explain the homework you’ve done on their organization and
Credibility
communicate how you’ve helped other companies address similar
challenges
Commitment
and Action
Propose a clear and specific action for the executive
© 2013 - 2014, Learning Solutions International. All rights reserved.
22. Components of Credibility
Reliable
Trustworthy
Consistent
Trusted Advisor
Collaborative Relationship
Client Value Zone
Integrity
Extra Pair of Hands
Expert for Hire
Capability
Adapted from: Clients for Life. Jagdish Sheth and Andrew Sobel. Simon and Schuster.
© 2013 - 2014, Learning Solutions International. All rights reserved.
23. Interactions with Executives
Each interaction with an
executive either dilutes or
enhances your credibility!
© 2013 - 2014, Learning Solutions International. All rights reserved.
25. Different Perspectives
Other Uses
of Funds
Company Wide View
Executive
Management
Operations
Solution
Fit
Department/Function
View
Price/
Discounts
Project
View
© 2013 - 2014, Learning Solutions International. All rights reserved.
26. Research on Selling to Executives
Q
What has to happen in meetings with salespeople for the
executive to feel it was effective?
A
1. Demonstrated responsibility
2. Understood my business goals
3. Listened before proposing a solution
4. Displayed knowledge of my industry
Selling to the C-Suite. By Nicholas A.C. Read and Stephen J. Bistritz, Ed.D. McGraw Hill.
© 2013 - 2014, Learning Solutions International. All rights reserved.
27. Research on Selling to Executives
Q
A
How does a salesperson establish credibility and trust with a
high-level executive?
1. Ability to marshal resources
2. Understands my business goals/objectives
3. Responsive to my requests
4. Willing to be held accountable
5. Knows company’s products
Selling to the C-Suite. By Nicholas A.C. Read and Stephen J. Bistritz, Ed.D. McGraw Hill.
© 2013 - 2014, Learning Solutions International. All rights reserved.
28. Making the Initial Face-to-Face Call on the
Executive
Introduction
Refer to your initial telephone call with the executive
Cite your past experience
Issues and Implications
Ask questions that confirm your level of preparation
Discuss the issues and implications using the client’s metrics
Confirm the importance of their key business initiative(s)
Solution Options
Explore potential solutions
Develop a vision of the optimal solution
Confirm the value of the solution
Moving Forward
Re-connect with the executive to secure return access
Have an action plan that involves the executive
© 2013 - 2014, Learning Solutions International. All rights reserved.
29. Four Major Objectives of an Initial
Face-to-Face Call
Establish rapport quickly
Confirm your understanding of the
executive’s key business issues
Demonstrate some level of capability
Create next steps that involve the
executive
Adapted from All for One: 10 Strategies for Building Trusted Client Partnerships by Andrew Sobel
© 2013 - 2014, Learning Solutions International. All rights reserved.
30. Creating a Value Proposition
You, Your
Company
and Your
Solution
Your
Specific
Business
Value
Client’s
Key Business
Initiative
© 2013 - 2014, Learning Solutions International. All rights reserved.
31. Creating a Value Proposition
Key Elements of a Value Proposition
Addresses the client’s issue(s) and focuses on payback or
consequences as it relates to the client’s business initiative
What’s important to them?
Describes how we can help, in both a qualitative and quantitative form
How does our solution create value for them?
Might include an example of how we addressed a similar problem at
another company
How can we demonstrate our capability?
© 2013 - 2014, Learning Solutions International. All rights reserved.
32. Format of a Value Proposition
You should be capable of ______________ by _________
describe the impact
monetary units
or %
through the ability to ___________________________ .
describe the new situation
This will require an investment of _________________ ,
state the cost of the solution
which will be returned within _____________________.
estimate the time frame for return
© 2013 - 2014, Learning Solutions International. All rights reserved.
33. Value Proposition Example
Specific Client Example
You should be capable of reducing annual travel expenses,
resulting in annual savings of $5.9M, by implementing our
Telepresence System. This will require an investment of $5.3M,
which will be returned in 11 months.
We implemented a similar solution at Acme Transfer Company,
who began achieving an annual savings of $7.5M during the
first year of installation.
© 2013 - 2014, Learning Solutions International. All rights reserved.
34. Summarizing Our Findings
Executives get involved early in the decision process for major
purchases to set the project’s strategy – but also get involved
late to monitor the implementation and measure the results
Identifying the relevant executive and aligning with that
executive should be key elements of your sales process
The best approach to use for the initial call on the executive is
to work with a credible sponsor inside the client organization
to help you gain access
Demonstrating both capability and integrity over the long
term helps you become perceived as a trusted advisor
Consistently communicating your value to executives should
be an integral part of your relationship strategy
© 2013 - 2014, Learning Solutions International. All rights reserved.
35. Summary and Close
When calling at the executive level, make certain that you…
Have done your homework and understand the industry
as well as the client
Can conduct the conversation using the client’s metrics
Are specific, but concise
Are prepared to discuss the specific business value you
can deliver to their company, and to them personally
Don’t ask the executive a question whose answer could
have been obtained from another source
Leave with the perception of owning the relationship
(from your company’s perspective)
© 2013 - 2014, Learning Solutions International. All rights reserved.
36. Selling to the C-Suite
“There is a refreshing realism about
the author’s advice. No gimmicks,
no tricks, no smoke and mirrors.
Selling to the C-Suite is hard,
thoughtful and strategic – the book
offers none of the usual unrealistic
silver bullets.
The ideas are based on research, not
on anecdotes. “
Neil Rackham
Author of Spin Selling
© 2013 - 2014, Learning Solutions International. All rights reserved.
37. Selling to the C-Suite
The Groundbreaking New Book
for Professional Salespeople
Stephen J. Bistritz, Ed.D.
steveb@sellxl.com
www.sellxl.com
© 2013 - 2014, Learning Solutions International. All rights reserved.
Editor's Notes As we mentioned on the last slide, we often have to identify what we call “the relevant executive for the sales opportunity”.
We define the relevant executive as the executive who stands to gain the most or lose the most as a result of the outcome of the project or application associated with the buying decision.
Identifying that executive can be very challenging; however, if you can identify that executive and then align with him or her, you will significantly increase your odds of winning a sales campaign.