Focusing on features, functions, speeds, and feeds doesn’t get the job done. You may win the deal, but you won’t grow the account. Executives buy not because they understand, but buy when they feel understood. Stop Selling, Start Sharing!
No one likes to be sold, especially busy executives. Calling on executives and pitching your product or service, is not the way to become a trusted advisor. So what should you do? Your homework, for starters. Interested in moving your level of relationship with executives up the value chain? You better be prepared to create and demonstrate value in each and every interaction.
There are 3 areas of focus that you need to speak to with credibility.
The first has to do with demonstrating your knowledge of their business. Be prepared to discuss key business challenges and how you have successfully assisted other executives in meeting those challenges. Make sure you spend time on their company financials, there could be a quiz later.
The second has to do with what you know about their competitors and what options they might leverage to further differentiate themselves for strategic advantage.
The third and last area has to do with articulating the additional value you bring to the table based on your experiences, perspectives and insights.
At the end of the meeting, the executive should leave feeling that they learned something new that they can use going forward. While no small feat, if you can pull this off, you will have sparked the beginning of a powerful association.
Remember, the extent to which you do your homework, gets you in or does you in. |
