Developing your C-Level Value

Why call at the ‘C’ Level?

Gain immediate access to decision-makers Obtain insight into the real issues Bypass your competitors who are not calling there Simplify the selling process: fewer people, fewer

levels and fewer steps Expedite introductions to the rest of the organisation Position yourself to sell broader and deeper

Today’s Business Environment

Implications:They’re looking for “partners” that: sell solutions, not just products

offer initiatives that will impact their business

understand how they measure business performance

Senior Executives stay involved throughout the buying process and their involvement is much greater

Knowing why your customer is buying at the senior level is more important than what you are selling

Being Comfortable, Confident and Credible with senior executives is now a minimum requirement for everyone involved in the sale

You MUST create value for these senior executives

So what does this mean to you?

Gaining Access

How to Gain Access?

Direct Inside Support Referral

Telephone call

Letter

Meeting

Direct reports

Supporters/Coaches

Other departments

Consultants

Business partners

Customers

Research on Gaining Access to Senior Executives

Assuming your company was considering a major purchase,

how likely would you be to schedule a meeting with a salesperson if the request came from…

A recommendation from someone 16% 68% 16% 0%inside your company

Always Usually Occasionally Never

A referral from outside the company 8% 36% 44% 12%

A letter from a salesperson followed 4% 20% 40% 36%by a direct call

A direct telephone call from a 0% 20% 36%44% salesperson

Why they are Buying?

Potential areas to establish “Why”

SPIN Territory Plan A/AA/AAA Opportunity Funnels / Deal Plan / M1-M6 / Pain Sheets Industry alignment/knowledge Partner alignment/knowledge Wisdom Thinking Iceberg Model

“Understand the clients perceived and unperceived needs, align your value proposition, then gain agreement to it’s value”

Understand the Business Unit Drivers

FinancialPressure

OperationalPressure

BusinessUnit

Manager

Customers

CompetitionBusiness Partners

Suppliers

Making, Selling, Delivering Products Right Skill Mix? Reorganize Regulatory

“Nightmare Competitors”

Niche Players Potential Threats

Satisfied Customers Delighted Customers Loyal Customers Retain Customer Base Grow the Customer Base

Revenue Cost Metrics of Industry Shareholder Equity Financial Analysts

Sell With Sell Through Impact “Co-opetition”

Quality JIT One Stop Shopping Share Information

3C’sComfortable, Confident, Credible

Potential areas to establish “3C’s”

DISC Trust Rapoort Communication (4Mat, Presentation Skills, Framing) USP Product knowledge Call Plan

Developing your Value Proposition

The Importance of a Value Proposition

Questions that need to be addressed . . .

What’s the customers issue? What affect is it having on them? What are the consequences or payback? How can you assist?

Developing Your Value Proposition

#1 Value Defining the goal

#2 Alignment = CollaborationTo do the right things right, you must first know what the right things are

#3 Governance and FundingGuiding them in to value

#4 Business IntegrationBridging the gap

#5 IT SourcingWhat to hold close. And what to send where

From Technology Steward to Business Leader

From Technology Steward to Business Leader

#6 Performance MeasuresIf it’s not worth measuring, its not worth doing

#7 Security and RiskFast, cheap and secure (pick only two?)

#8 IT and the LawCompliance matters

#9 Growing TalentEmployers of Choice have their choice of employees

#10 Beyond Customer ServiceDifferentiated services to high-value customers

Executive Dialogue

Introduction

Product/Service

Technical

In-depth

Standard

Operations

Value

Action

Outline for Executive Dialogue

Executive

Purpose

Business oriented

Conceptual

Succinct

Tailored to the executive

Who are you?

What can you do for us?

What do you want me to do?

Why are you calling me?

“Chunk-ing” of the Value Proposition

Dept

Account

Industry

Market

Elevator Speech

(10 - 15 seconds)

Supporting

Information

(30 seconds)

Executive Summary

What we Get from Selling to ‘C’ Level

Close sales faster Gain competitive advantage Become a “Trusted Advisor” Gain greater access to the organisation Increase repeat business Improve revenue-to-selling cost ratios and bottom-

line results

What we have? What are the Gaps?

Gaining AccessWe don’t actively reference sell and need to build a plan

Why are they BuyingWe have all the tools of the trade, trick is in execution plan

Comfortable, Confident and CredibleWe have all the tools of the trade, trick is in execution plan

"Life is like riding a bicycle. To keep your balance, you must keep moving."