MARKETING TIP #054
Selling at “Eye-Level”

It’s a different ball game when you’re selling to the C-level in B2B selling. Chief Executives aren’t impressed with the “bells and whistles” of your product or service. They’re looking for three specific scenarios, according to a recent study by Real Learning (www.reallearning.com).

  1. Chief Executives say they’re influenced by whether the purchase will:
    • quickly help them improve customer satisfaction
    • achieve operational excellence
    • get and keep the right people
  2. Chief Executives look beyond product features, beyond solving a particular business problem to whether a salesperson is going to help them manage the change that will be required.  Salespeople who directly link their product/service to positive business results, and how they will navigate through the change will get the Chief Executive’s business.
  3. Short time frames are a big challenge for the Chief Executive.  He has to produce results quickly – usually within 6 months.  Execs report that, on average, long-term planning means just 20 months out.  Short-term planning is six months out.  Purchases and other decisions must deliver results within these time frames or they won’t even be considered.

So if you want to sell at “eye-level” with the C-crowd, you need to know what drives them.  Use these tips and you’ll get better results on your next trip to the Executive Suite.

Talk to you soon,

Kae Groshong Wagner

CEO, Founder — North Star Marketing
Award-winning Author, Speaker
Brand Consultant
CEO Advisor for Sales & Marketing

P.S. Click here to order your copy of the award-winning book, “The CEO’s Little Black Book on Branding.”

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