How to Gain Executive Access (New Research)
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Ask any salesperson and they will tell you, gaining meetings with senior executives has never been more difficult. The conventional wisdom is that if you want to get an executive’s attention, you have to sound like an executive by offering case studies, ROI and other quantified results. This approach has been used in executive selling programs for years, but that conventional wisdom is almost three decades old. Does it still hold up in today’s selling environment? In this webinar, Rob Perrilleon SVP Consulting Services, Corporate Visions and contributor to the upcoming book The Expansion Sale, shares the latest science-backed research on: - Why the traditional approach to gaining executive access was the WORST performing condition in our most recent study - The best messaging approach your sales reps can use to get direct access to an executive and secure time on their calendar - What type of messaging is most effective for equipping an internal sponsor to get an executive meeting on your rep’s behalf Get the full webinar recording here: https://corporatevisions.com/content-library/gaining-executive-access-why-your-traditional-approach-to-securing-meetings-is-not-working/
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How to Gain Executive Access (New Research)
- 1. conversation.com Gaining Executive Access Rob Perrilleon SVP, Delivery Services
- 4. Executive Access Test Conditions Common approach for 20+ Years Seller demonstrates understanding of customer challenges Shares Quantified Results / ROI Known Business Initiative + ROI Provocative Industry Insight Tested and proven by CVI and others Introduce new need exec hasn’t considered Based on experience with other clients Competitive Benchmark Approach getting a lot of buzz Seller offers benchmark comparison to similar companies Unique Product Value Prop Proven model for product differentiation Shows how solution solves problem in new, different, better way “Power Position” taught for 20 years, but not as exec access approach
- 5. Research Simulation Scenario • You are a senior exec (President / COO type) • Leading initiative to improve customer churn & customer sat • You haven’t decided on specific course of action • Outside vendors start soliciting you • You get an email from a vendor – Heard of vendor, no strong opinion – Don’t know vendor rep
- 11. Executive Access Test Conditions Common approach for 20+ Years Seller demonstrates understanding of customer challenges Shares Quantified Results / ROI Known Business Initiative + ROI Provocative Industry Insight Tested and proven by CVI and others Introduce new need exec hasn’t considered Based on experience with other clients Competitive Benchmark Approach getting a lot of buzz Seller offers benchmark comparison to similar companies Unique Product Value Prop Proven model for product differentiation Shows how solution solves problem in new, different, better way “Power Position” taught for 20 years, but not as exec access approach
- 13. Executive Access Test Conditions Provocative Industry Insight Tested and proven by CVI and others Introduce new need exec hasn’t considered Based on experience with other clients Competitive Benchmark Approach getting a lot of buzz Seller offers benchmark comparison to similar companies Unique Product Value Prop Proven model for product differentiation Shows how solution solves problem in new, different, better way “Power Position” taught for 20 years, but not as exec access approach
- 14. 7% How Likely to Take Meeting? How Likely to Decline Meeting?
- 15. Executive Access Test Conditions Provocative Industry Insight Tested and proven by CVI and others Introduce new need exec hasn’t considered Based on experience with other clients Competitive Benchmark Approach getting a lot of buzz Seller offers benchmark comparison to similar companies Unique Product Value Prop Proven model for product differentiation Shows how solution solves problem in new, different, better way “Power Position” taught for 20 years, but not as exec access approach
- 16. Executive Access Test Conditions Provocative Industry Insight Tested and proven by CVI and others Introduce new need exec hasn’t considered Based on experience with other clients Competitive Benchmark Approach getting a lot of buzz Seller offers benchmark comparison to similar companies
- 17. Unconsidered Need Flawed Current Approach Improved New Way Business Impact De-Stabilize Preferences Cost of sticking with status quo Solution response Customer story with contrast and quantifiable results Business Issue Why Now Study Industry trend aligned with strategic initiative Why Now? Why Change? Why Now?
- 18. Executive Access Test Conditions Provocative Industry Insight Tested and proven by CVI and others Introduce new need exec hasn’t considered Based on experience with other clients Competitive Benchmark Approach getting a lot of buzz Seller offers benchmark comparison to similar companies
- 19. Executive Access Test Conditions Provocative Industry Insight Tested and proven by CVI and others Introduce new need exec hasn’t considered Based on experience with other clients
- 20. Unconsidered Need Flawed Current Approach Improved New Way Business Impact De-Stabilize Preferences Cost of sticking with status quo Solution response Customer story with contrast and quantifiable results Business Issue Using ROI the Right Way Industry trend aligned with strategic initiative Why Change? Why Now?
- 21. System #2 (Slow) Rational, Logical Designed for Analysis Justifies Decisions System #1 (Fast) Emotional, Intuitive Designed for Survival Makes Decision for Change Language
- 23. Research Simulation Scenario • You are a senior exec (President / COO type) • Leading initiative to improve customer churn & customer sat • You haven’t decided on specific course of action • A Direct Report requests a meeting with vendor – You’ve heard of vendor, no strong opinion – Don’t know vendor rep
- 24. Executive Access Test Conditions Common approach for 20+ Years Seller demonstrates understanding of customer challenges Shares Quantified Results / ROI Known Business Initiative + ROI Provocative Industry Insight Tested and proven by CVI and others Introduce new need exec hasn’t considered Based on experience with other clients Competitive Benchmark Approach getting a lot of buzz Seller offers benchmark comparison to similar companies Unique Product Value Prop Proven model for product differentiation Shows how solution solves problem in new, different, better way “Power Position” taught for 20 years, but not as exec access approach
- 25. How Interested in Meeting? How Likely to Take Meeting? Product Hero KnownBusiness Initiative Industry Insight Competitive Benchmark Unique Product Value Proposition Known Business Initiative + ROI Provocative Industry Insight Competitive Benchmark Offer Product Hero KnownBusiness Initiative Industry Insight Competitive Benchmark Known Business Initiative + ROI Provocative Industry Insight Competitive Benchmark Offer Known Business Initiative + ROI Unique Product Value Proposition
- 26. Executive Access Test Conditions Known Business Initiative + ROI Provocative Industry Insight Competitive Benchmark Unique Product Value Prop Trust in direct report seems to transcend messaging approach* Suggests execs accept meeting based on relationship with that person, not what they say* * Within reason
- 27. Takeaways • Executives are human – Need their preferences destabilized – “Tell me something I don’t know” • Use ROI the right way – To justify a decision, not to gain attention • The message matters less with a sponsor