This document provides guidance on targeting and selling to C-level executives (CLEs). It explains that CLEs, such as CEOs and CFOs, are important decision-makers who can influence large purchases. The best times to reach CLEs are when their organization is undergoing changes that create needs, such as cost-cutting initiatives. Salespeople should understand the buying cycle and look for "trigger events" that indicate needs. Building relationships with CLEs and presenting value propositions that solve identified problems are emphasized. The document provides recommendations on content for discussions with CLEs, including demonstrating capabilities and customer examples.

1. Selling to the C-Level
Executive
LaserFast Telesales Presentation

2. The aim of the presentation
Explains:
• Who the C-Level Executives (CLEs) are
• What they are concerned about
• Why they need to be targeted
• When they should be targeted
• How to target CLEs
• Agenda for talking with a CLE

3. C-Level Executives
• Exist in large & multinational companies
• Have very high up positions
• Can influence decisions
Examples Include:
• CEO, CFO, COO, CIO, President

4. C-Level Executives
In Australia
• Medium Company Executives also act
like CLEs
Examples Include
• Owner, Director, Finance Manager,
Marketing Manager, Operations Manager

5. What’s Important to a CLE?
They are hyper-focused on:
• Improving their results
• Employing strategies to grow revenue
• Increasing market share
• Decreasing costs
• Improving workforce productivity
• Managing risk

6. Why are CLEs Important?
They:
• Drive business change
• Are aware of present/future needs
• Sign off on any paperwork
• Have the final say
This is why they need to be targeted

7. When to Target CLEs?
CLEs rarely get up in the morning thinking
about interacting with salesmen
• Timing is everything
• You need to be in the right place at the
right time
• You need to understand their
organisations equipment buying cycle

8. Insertion points for a CLE
• First Time = Between Changes over Time and
Recognition of needs
• Last Time = At the end of Evaluation of Options
The
Buying
Cycle

9. Best Time to Reach a CLE
According to Huthwaite the CLE will have most
involvement during the cusp between Changes
Over Time and Recognition of Needs
Here
• The status quo is starting to unravel
• New problems are beginning to emerge
• Eventually they will progress to irritation

10. Last Time to Reach a CLE
According to Huthwaite, the last time to
reach a CLE is at the end of the
Evaluation of Options
Here
• The CLE checks the right decision has been
made
• Makes Recommendations to change or
influence the decision

11. Last Time to Reach a CLE
With Medium sized companies buying
smaller amounts of equipment there is
another insertion point:
• Anytime up to the point of signoff
• During the 10 day cooling off period
• Before the Solutions have been delivered

12. How to Target a CLE
Timing is everything
• Get lucky through cold calling or marketing
• Build a relationship with the CLE
• Find out when their buying cycle is likely to start
• Use trigger events to establish ‘changes over
time’
• Use Value to show needs/issues

13. Build a relationship with the CLE
• Cold Call the CEO
• Send e-mails, marketing letters
• Follow up with warm calls
• Gather information / Build a profile
• Find a referral
• Be respectful of their time
• Ask for a best or realistic time to try again

14. Use Buying Cycles
To use buying Cycles you need to:
• Gather Information and build a profile
• Set an opportunity date
• Build a relationship
• Persist to get hold of the CLE when the
opportunity springs into life

15. What are Trigger Events?
Create Pain – Force Change – Create Needs
Needs are Solved with Products and Services
Trigger events fall into 2 categories
Those that can be seen:
only within an organisation
or
outside an organisation

16. Triggers Seen Only Inside Orgs
Examples:
• A New Marketing Campaign
• Relocation of Offices
• Cost Cutting/Fast Growth
Ask probing questions
Keep companies with trigger events on the radar

17. Triggers Seen Outside Orgs
Examples:
• Mergers/Acquisitions/Takeovers
• Downsizing/Organisational Changes
• Rapid Growth/Recruitment Drives
• Shareholder Dissatisfaction
• Major Share Price Movements
Be persistent. Don’t give up
Keep trying to get through to the CLEs

18. Creating a Value Proposition
Often a sale can be made when you create
a need for a service or product
• Identify a weakness a product can solve
• Find a better solution to what they have
• Find something they don’t have
• Bundle a package together if in the market
• Identify an opportunity for the company

19. An alternative way to get to the
CLEs
• Work with someone in the organisation
who has the trust of the CLE. i.e.
Executive Assistants. Ask for an audience
later!
• If you know any CLEs or have sold
successfully to any ask them for a referral

20. Agenda to talk to CLEs
When a CLE is in the recognition of needs
phase of the buying cycle:
• Find out what changes are facing the company
• Discuss how LaserFast can help
• Talk about our capabilities to drive improvement
• Give examples of satisfied customers
• Get a date and time to discuss
• Talk about the next steps

21. Showing Proof to CLEs
CLEs want to see you:
• Have done your homework
• Know the type of problems or opportunity
facing them
• Have the capabilities to help the CLE
• Have had experience doing this before

22. CLEs Are Not An Easy Sale!
They do however:
• Buy frequently
• Bring forth great rewards!
Go Get them!