have come across many sales engineers & managers,
who hesitate to take help of their CEO's * (or
CEO level executives) to gain access to key decisions
makers. Despite the fact that, no organisation
I have come across penalizes its sales guys for
using this rich & valuable resource!
With the growing competition & market opportunities,
suppliers are expected to provide more &
more value. So when a salesperson positions
his own senior management team as a resource with
key customers, it gives a strong message on the
commitment and experience available for creating
During my interactions with CEO's & similar
such Senior executives, I asked them, how would
they like to be involved in the sales process
Before, During, and After the call. Here's
what they say..
Before the Call.
This checklist suggests the actions CEOs expect
before the call, to increase their contribution
during customer interaction.
CEO Time and Resources. Where and when does
CEO involvement add the most value?
the CEO's time & resources on customers
that need to hear from the CEO about culture
group events to improve access to senior executives.
your sales process. CEO's availaibuility doesnt
mean you can abandon your normal sales process.
His greatest value in a call is in leveraging
the sales process, not replacing it with designation.
the CEO at the right stage in the sales process.
a Formal Strategy. No CEO would like to go on
a call with an unprepared salesperson.
the salesperson and the CEO both clear on the
reason for this meeting?
expect your CEO to handle a preliminary or an
assume, just because two CEOs have met, means
the work is over. It is observed that most of
the organisations prefer the process over personality
in sales management.
involvement should not happen accidentally.
the process goals. Customers are more interested
in buying outcomes than inputs. Discuss the
tangible result that the proposal will deliver
and not just the ROI.
follow up. As valuable as your CEO's involvement
is before and during the call, the impact of
the right kind of note or phone call after the
call holds equal meaning for the customer. It
is observed that many buying decisions are made
after the call. This stage may actually be the
best opportunity, CEO can communicate personally
& let them know we heard them, without the
appearance of a 'salestalk'.
can share complimentary business opportunities
with the customer.
of the CEO level includes include
CFO, COO, CMO, Director, President, Sr G.M, etc
depending the size of your organisation.