Selling to the C-Suite

The last blog talked about the fact that executives want to understand the value that the salesperson delivers – particularly as a result of the implementation of a new solution.   This is true because regardless of level, executives want to validate their buying decision and confirm the value that the solution provider has delivered for the expenditure made. This is even true at the CEO level, where the CEO wants to show the Board that s/he made the right buying decision.

In the book, Selling to the C-Suite, we discuss the fact that it is not only necessary for the salesperson to deliver value, but to clearly communicate the value delivered as well. Don’t assume that the client executive fully understands the value delivered – make certain it is communicated in a formal way and done so in a fashion that conveys the specific business value delivered, using the client’s metrics.

Communicating value to client executives is often done in the form of a value proposition. In my SellXL workshop, we discuss how to communicate value in this manner, and stress that the construction of a value proposition should be done in such a way that it focuses on the following three elements:

• Addresses the client’s key business issues and focuses on payback or return on investment
  -  In other words, what’s important to the client?
• Describes how our solution can help, in both a qualitative and quantitative form
  -  How does our solution create specific business value for the client?
• Includes an example of how we addressed a similar problem in the past
  -  How we can demonstrate our capability?

In addition, salespeople learn that there are three elements of value that they should bring forward in every value conversation with client executives.  Those three elements of value are:

• The specific value that a salesperson personally delivers (as a result of their background and experience)
• The value of their company’s resources (often an overlooked factor!)
• The value of their company’s solutions

I also encourage sales managers to conduct Value Delivery Brainstorming sessions, using the above three elements of value as the discussion points. It’s also important that the outcomes of these brainstorming sessions are captured in a structured manner – so that each salesperson on the team leaves the session with the ability to clearly articulate those elements of value that they bring to each interaction with a client.

By using this process it can often define your company’s differentiation when competing for key business deals!