Developing C-Level

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Developing C-Level

  1. 1. Developing your C-Level Value
  2. 2. Why call at the ‘C’ Level? <ul><li>Gain immediate access to decision-makers </li></ul><ul><li>Obtain insight into the real issues </li></ul><ul><li>Bypass your competitors who are not calling there </li></ul><ul><li>Simplify the selling process: fewer people, fewer levels and fewer steps </li></ul><ul><li>Expedite introductions to the rest of the organisation </li></ul><ul><li>Position yourself to sell broader and deeper </li></ul>
  3. 3. Today’s Business Environment <ul><li>Implications: </li></ul><ul><li>They’re looking for “partners” that: </li></ul><ul><li>sell solutions, not just products </li></ul><ul><li>offer initiatives that will impact their business </li></ul><ul><li>understand how they measure business performance </li></ul>
  4. 4. <ul><li>Senior Executives stay involved throughout the buying process and their involvement is much greater </li></ul><ul><li>Knowing why your customer is buying at the senior level is more important than what you are selling </li></ul><ul><li>Being Comfortable, Confident and Credible with senior executives is now a minimum requirement for everyone involved in the sale </li></ul><ul><li>You MUST create value for these senior executives </li></ul>So what does this mean to you?
  5. 5. Gaining Access
  6. 6. How to Gain Access? Direct Inside Support Referral <ul><li>Telephone call </li></ul><ul><li>Letter </li></ul><ul><li>Meeting </li></ul><ul><li>Direct reports </li></ul><ul><li>Supporters/Coaches </li></ul><ul><li>Other departments </li></ul><ul><li>Consultants </li></ul><ul><li>Business partners </li></ul><ul><li>Customers </li></ul>
  7. 7. 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
  8. 8. Why they are Buying?
  9. 9. Potential areas to establish “Why” <ul><li>SPIN </li></ul><ul><li>Territory Plan </li></ul><ul><li>A/AA/AAA </li></ul><ul><li>Opportunity Funnels / Deal Plan / M1-M6 / Pain Sheets </li></ul><ul><li>Industry alignment/knowledge </li></ul><ul><li>Partner alignment/knowledge </li></ul><ul><li>Wisdom Thinking </li></ul><ul><li>Iceberg Model </li></ul><ul><li>“ Understand the clients perceived and unperceived needs, align your value proposition, then gain agreement to it’s value” </li></ul>
  10. 10. Understand the Business Unit Drivers Business Unit Manager <ul><li>Making, Selling, Delivering Products </li></ul><ul><li>Right Skill Mix? </li></ul><ul><li>Reorganize </li></ul><ul><li>Regulatory </li></ul><ul><li>“ Nightmare Competitors” </li></ul><ul><li>Niche Players </li></ul><ul><li>Potential Threats </li></ul><ul><li>Satisfied Customers </li></ul><ul><li>Delighted Customers </li></ul><ul><li>Loyal Customers </li></ul><ul><li>Retain Customer Base </li></ul><ul><li>Grow the Customer Base </li></ul><ul><li>Revenue </li></ul><ul><li>Cost </li></ul><ul><li>Metrics of Industry </li></ul><ul><li>Shareholder Equity </li></ul><ul><li>Financial Analysts </li></ul><ul><li>Sell With </li></ul><ul><li>Sell Through </li></ul><ul><li>Impact </li></ul><ul><li>“ Co-opetition” </li></ul><ul><li>Quality </li></ul><ul><li>JIT </li></ul><ul><li>One Stop Shopping </li></ul><ul><li>Share Information </li></ul>Financial Pressure Operational Pressure Customers Competition Business Partners Suppliers
  11. 11. 3C’s Comfortable, Confident, Credible
  12. 12. Potential areas to establish “3C’s” <ul><li>DISC </li></ul><ul><li>Trust </li></ul><ul><li>Rapoort </li></ul><ul><li>Communication (4Mat, Presentation Skills, Framing) </li></ul><ul><li>USP Product knowledge </li></ul><ul><li>Call Plan </li></ul>
  13. 13. Developing your Value Proposition
  14. 14. The Importance of a Value Proposition
  15. 15. <ul><li>Questions that need to be addressed . . . </li></ul><ul><ul><li>What’s the customers issue? </li></ul></ul><ul><ul><li>What affect is it having on them? </li></ul></ul><ul><ul><li>What are the consequences or payback? </li></ul></ul><ul><ul><li>How can you assist? </li></ul></ul>Developing Your Value Proposition
  16. 16. <ul><li>#1 Value </li></ul><ul><ul><ul><ul><li>Defining the goal </li></ul></ul></ul></ul><ul><li>#2 Alignment = Collaboration </li></ul><ul><ul><ul><ul><li>To do the right things right, you must first know what the right things are </li></ul></ul></ul></ul><ul><li>#3 Governance and Funding </li></ul><ul><ul><ul><ul><li>Guiding them in to value </li></ul></ul></ul></ul><ul><li>#4 Business Integration </li></ul><ul><ul><ul><ul><li>Bridging the gap </li></ul></ul></ul></ul><ul><li>#5 IT Sourcing </li></ul><ul><ul><ul><ul><li>What to hold close. And what to send where </li></ul></ul></ul></ul>From Technology Steward to Business Leader
  17. 17. From Technology Steward to Business Leader <ul><li>#6 Performance Measures </li></ul><ul><ul><ul><ul><li>If it’s not worth measuring, its not worth doing </li></ul></ul></ul></ul><ul><li>#7 Security and Risk </li></ul><ul><ul><ul><ul><li>Fast, cheap and secure (pick only two?) </li></ul></ul></ul></ul><ul><li>#8 IT and the Law </li></ul><ul><ul><ul><ul><li>Compliance matters </li></ul></ul></ul></ul><ul><li>#9 Growing Talent </li></ul><ul><ul><ul><ul><li>Employers of Choice have their choice of employees </li></ul></ul></ul></ul><ul><li>#10 Beyond Customer Service </li></ul><ul><ul><ul><ul><li>Differentiated services to high-value customers </li></ul></ul></ul></ul>
  18. 18. 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?
  19. 19. “ Chunk-ing” of the Value Proposition Elevator Speech (10 - 15 seconds) Supporting Information (30 seconds) Executive Summary Dept Account Industry Market
  20. 20. What we Get from Selling to ‘C’ Level <ul><li>Close sales faster </li></ul><ul><li>Gain competitive advantage </li></ul><ul><li>Become a “Trusted Advisor” </li></ul><ul><li>Gain greater access to the organisation </li></ul><ul><li>Increase repeat business </li></ul><ul><li>Improve revenue-to-selling cost ratios and bottom-line results </li></ul>
  21. 21. What we have? What are the Gaps? <ul><li>Gaining Access </li></ul><ul><ul><li>We don’t actively reference sell and need to build a plan </li></ul></ul><ul><li>Why are they Buying </li></ul><ul><ul><li>We have all the tools of the trade, trick is in execution plan </li></ul></ul><ul><li>Comfortable, Confident and Credible </li></ul><ul><ul><li>We have all the tools of the trade, trick is in execution plan </li></ul></ul>&quot;Life is like riding a bicycle. To keep your balance, you must keep moving.&quot;

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