My recent blogs about using questions as a selling tool got many comments from readers who sell to senior executives. I was reminded about how busy C-level execs are these days and how intolerant they are of “discovery” sales calls.

C-level executives (i.e., CEO, CMO, CIO, etc.) need a different sales approach. Gone are the days when the sales rep could have “question and answer time” with the C-level executive to better understand “pains” and key initiatives. Today, this senior-level buyer has no time for such idle banter. The phone is ringing, the Blackberry is vibrating, and the in-box is bulging with unanswered e-mails. Instead, these senior buyers expect you to come in with answers rather than questions.

Therefore, you have to adjust your sales approach. Sometimes you only get one shot with this character, so you have to be prepared. This necessitates that you thoroughly research the customer prior to discussing business. This means scouring the website, the SEC documents (if the firm is public), and calling others in the firm to learn about the real issues at play.

Anyone at the firm can be a source of useful information. The best people to talk with may be the C-level executive’s direct reports. Call them and confide in them that you are meeting the “big guy” in two weeks and that you are trying to figure things out. What are his hot points? What do they recommend that you do to prepare? Who else should you talk to before the meeting? Some of these people actually will actually coach you on how to proceed. It can be that easy.

When you actually get together with the C-level executive, the meeting becomes a forum for you to demonstrate your knowledge of the firm and of the executive’s key issues; you need to provide value to have any chance of continuing the conversation. This will pave the way for a constructive conversation and help move the sale along. This approach is time-consuming, but worth it when selling products or services that require you to call on top executives.

C-level executives are tough to get in front of, but once they get convinced to do business with you, they like to take over the sales process. This is called “transferring ownership” and it is a wonderful thing. It is a magic moment in selling when your customer joins you in the sales process while taking responsibility for the sales itself.

For whatever reason, the customer now owns the sale along with you; the value has been demonstrated to such an extent that the customer takes over and makes it happen. Objections are resolved and the questions have been answered. When the C-level executive has accepted the ownership of the sales process, let him take control; victory is at hand.

The good news: C-level executives want to be sold solutions with value that will help their firm win.

John Bradley Jackson
© Copyright 2008 All rights reserved.

P. S. Thanks to my brother Ross who reminded me what it is like to sell to C-Level execs.

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