Selling to the C-Suite

Identifying the relevant executive for each sales opportunity may be the best use of your time in your next sales campaign.  In my Selling at the Executive Level (SellXL) workshop  the relevant executive is defined as the executive who stands to gain the most or lose the most as a result of the application or project associated with your sales opportunity.

Why is it so critical to identify the relevant executive?   Because that executive can often exert his/her informal influence to either proactively make a buying decision or usurp a  buying decision that was made as a result of the formal decision-making process.  Salespeople are usually very tuned to the formal decision-making process – it’s the one that is described in the RFP or articulated by those who actively participate in the formal decision-making process. But in nearly every sales opportunity there is an informal decision-making process in play.  Successful salespeople understand that But how do you identify the most powerful person in the client organization? Identifying the relevant executive for the sales opportunity may not be an easy task. It takes time, resources and a degree of energy; however, when you are able to identify that executive, your rewards can be great!  In order to begin to identify the relevant executive you should constantly be aware of what’s happening in the client organization.  Observe how major buying decisions are made, who wins when re-organizations take place and which executives receive the special assignments that are meaningful and significant. In addition, look for who’s connected to who within the client organization.  Notice which executives are tapped to lead the new projects of high importance.   Discuss these events with your supporters or mentors in the client organization – and then triangulate your information to develop your conclusions.

Then, if you can align with the relevant executive for the sales opportunity and spend some quality time with that person – you will significantly reduce the time you spend trying to close the deal. And guess what?  If you are not aligned with the relevant executive for the sales opportunity, your competitors probably are – and if that’s the case your odds of winning the sale are slim.

Most importantly, your objective is to get that relevant executive selling for you!  Salespeople are always talking about their coaches in the client organization and about the value of those people when buying decisions are about to be made.  I view the role of a coach as someone who is on the sidelines cheering you on and perhaps, even being very open about their support for you, your company and your solutions – when you are in their presence.  What I like to cultivate is someone in the client organization who becomes your mentor – and I define a mentor as someone who not only openly supports you in your presence – but someone who sells in your absence.  In other words, after your presentation is over and you’ve left the building, a mentor is someone who will stand up and openly support you and your solution.

If you can identify and align with the relevant executive for the sales opportunity and have that executive become your mentor – you will have positioned yourself  to win the deal!

About the Author

Dr. Steve Bistritz has more than 40 years of high-tech sales, sales management and training management experience.  Steve co-authored the best-selling sales book, Selling to the C-Suite, which was published by McGraw-Hill in 2010. He is president and founder of SellXL.com, a global sales training and consulting firm, based in Atlanta. Visit his website at www.sellxl.com or contact him directly at steveb@sellxl.com.