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CEOs are people, too
Very often I get the question how one should best develop business with the C-Suite. While there might be some nuances in the way we approach high level executives, the fundamentals are still the same. It's especially important to understand that these people are also human. They appreciate courtesy, thoughtfulness and they also want to hear stories.
When we sell in a consultative environment, no matter who we sell to, listening is more important than talking. Yes, we need messaging and a pitch and we need to communicate with our prospects, but it's how we do it that is essential to success. When it comes to selling to the C-Suite we probably need to prepare and research even more because we are targeting people who have a clear business goal in mind.
Be goal oriented
C-level people are not interested in the features or benefits of your service/product, there only goal is to drive the business forward. CEOs are the heart of every organization, so their goal is to find ways to do better business. They will most likely delegate you to one of their direct reports (if they are smart) but it's always good to reach out to them first, because once you get a recommendation from the very top, your sales cycle will be shorter.
Imagine a call that gets transferred from the CEOs office? Or, you being able to reference the CEOs name when having a conversation with a decision maker. I can tell you from my own experience that it does wonders.
Tie your message to their business goals
There is a reason why people are where they are. C-level people are driven and measured by success. They don't have a lot of time on their hand and they are often used to being praised. Therefore, it is really important to do solid research, on the company and on the person. You will gain the respect of a CEO if you know your facts and if you get to the point quickly. These are people who are used to making decisions on a daily basis. They usually act quickly and they want to see results. If you can tie your value proposition to their business goals, you will get their attention.
Be respectful but not afraid
This goes without saying, we should always be respectful in a prospecting/sales situation, but when selling to the C-Suite it's important that we are mindful of their time while not being afraid. CEOs might have big egos that need to be tended to, but they really appreciate if you can help them move their business forward. They live and breathe business, that's why they are at the top. Personally, I have had many rewarding and lengthy conversations with CEOs who have helped me pave the way to a decision maker. Why? Because I had a compelling story to tell.
Just recently I had an experience with a logistics firm that I had been prospecting for over 18 months. My goal was to clearly communicate how our approach to sales training can help them shorten the sales cycle. While my emails were opened there was no response until four months ago. Then everything happened very quickly. The training manager reached out to us, referencing my outreach to their CEO and we closed the project a month later.
Stay with them
Which brings me to the fact that you need to stay with them. C-Level people might not respond as quickly as people who report to them. You need to keep communicating to them (in my case for 18 months). They are busier than most people, they get inundated with information every single day. You will need to find ways to break through to them, so your message stands out (again drafting a clear business objective), but once you get their attention you will be able to shorten your sales cycle if you have done your homework.
Work with assistants
Many C-level people these days answer their own emails, and sometimes even their phones but there is still a large group that relies on assistants. These people hold the key to the kingdom when it comes to communicating with their bosses. Good assistants decide who will get time with their boss, and who will be blocked. They are either a blessing or a curse depending on how well you can connect with them. Always address them with their name, make them feel important (because they are) and treat them with the same level of respect you would treat any other person within the organization.
Act normal
Last, but not least - keep in mind that C-Level people are humans, too. They have worries, problems, families, desires and needs. Be yourself when talking to them. Don't treat them like a strange entity, that's when they start feeling that you are trying to sell them something. If you have a clear value proposition on how to help their business, they will listen. It's in their best interest to find solutions that help their company grow and prosper.
Start at the top, it will pay off. Good luck!