Relationship Selling Articles

Selling at the Executive Level - The 5 Elements:
Part I - Purpose
 

Everyone knows that “Those with the In, Win”. Sales people want to be connected at the top, but usually struggle. Sales managers to presidents wish their sales people could get connected and were schmoozing with the top executives.

So this five part series is intended to help easily and naturally sell at the executive level, and for more C-Suite Selling details, I will refer to specific articles at http://www.sammanfer.com.

Part I - Purpose

There is a profound purpose to selling at the executive level and winning over the relevant leaders. Obtaining quality leads and closing sales are two of many benefits for establishing these senior executive relationships.

Intuitively you know being connected at the top has its advantages, but you may argue that you’ve made plenty of sales without ever meeting the senior executives and you’d be right. However, someone, usually a subordinate did the selling to the ultimate decision maker for you. The key point is that high ups makes the decisions, not subordinates and someone has to sell these executives or else there is no budget and no sale. That someone should be you.

Now when someone else takes your message to the top person, they become associated with it and reap the benefits of success. On the other hand, that same subordinate will throw you to the wolves to disassociate himself, if there are problems. Just think about how you seem to get audiences with the top people and put on the hot-seat when things are going badly. But how often are you brought to the top for thanks and kudos.

So realize that even though you’re not getting to the top and still making sales, someone is. And if it’s not you, you have no control of what’s being said or promised.

Another downside of a subordinate carrying your proposal is they will sell their perception to their bosses which are usually different than the bosses. The boss then rejects it or sends it back for rework. You then get second hand information and the cycle repeats. This is what causes delays, long sales cycles and dying slowly.

Face it, when you hit the leader’s hot spot s/he wants to buy it then and there. So it’s best that you get to and learn first hand from the executives. You’ll focus on his or her agenda and be able to explain how you’re services can deliver the desired results better than any other alternative.

Now if the above isn’t enough to support the purpose of selling at the executive level here are a few more reasons.

•  Bidding may not be necessary as you get associated with successes because they know you can deliver.
•  You can become the preferred supplier.
•  You’ll learn quickly if there will be a sale, and when, so as to invest in those sales that will happen and remove any false hopes of those that won’t
•  Sales can close faster - when the leader wants it, s/he doesn’t want to wait.
•  Competitive advantage - if you have to bid, you’ll get insider information and preference.
•  Price haggling will be eliminated because the executive feels you’re worth it.
•  More profitable sales as higher prices are accepted and costs of selling declines.
•  Secure critical information on what it will take to win the sale and new projects.
• Get referrals and introductions to other relevant executives that can impact current and future sales  opportunities.

Once you believe in there is purpose - that is selling at the executive level - getting to and winning over executives is easy. And that’s what I’ll discuss in Parts II - V.


 

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