Excerpted elements of
"Selling to Senior Executives"
The excerpt below discusses what the key insights into executive involvement with you (sales person or manager) are. The entire article was written in ~1996.
In my review of the article, my current clients and my experience indicate these areas are still key to successfully working with executives. If you would like to discuss this article or associated techniques and approaches please feel free to contact me.
As most of you know I provide, along with my associates, assistance in consulting, coaching and workshops to help my clients learn the techniques and tactics of knowing HOW to pursue these key areas and more.
Summary Conclusions from the "White Paper" cited below:
This study provides several key insights into executives' involvement in buying decisions, and what professional salespeople can do to gain and maintain access to senior executives:
Most senior executives become involved in key purchases early in the decision cycle, are less involved in the middle, and reassert themselves at the end of the process.
Senior executives will meet with salespeople early in the purchase decision cycle, but only to identify and learn about business issues related to the purchase decision.
By far the most effective means of gaining an appointment with a senior executive is through a recommendation from inside the executive's firm. Strong existing relationships within an organization proved crucial to gaining executive access.
During the initial sales meeting with a senior executive, salespeople must convey their accountability, and listen to and understand the customer's business goals, objectives and challenges.
See the other 5 key points in the Summary section of the article below.
A white paper written by:
Alston Gardner, Chief Executive Officer, Target Marketing Systems, Inc.
Stephen J. Bistritz, Ed.D., Director of Development, Target Marketing Systems, Inc.
Jay E. Klompmaker, Ph.D., Professor of Business Administration, Kenan-Flagler Business School, University of North Carolina
Copyright Target Marketing International, Inc., 1996. All rights reserved.