What do you sell that is so valuable that it demands a C-Level Executive’s attention?
Sometimes the right strategy for prospecting is to connect with someone at the C-Level. But it isn’t often the best strategy, and there are more effective strategies for creating opportunities when you don’t really need start at the very top of your dream client’s organizational chart.
The first question you have to ask yourself when deciding where to enter your dream client’s company is, “Is the C-Level executive I am calling the person who is most interested in what I sell, or is there someone else in her organization she counts on to make decisions in this area?” You might also ask, “Is what I am selling so different, so disruptive, so valuable, and so strategic that the C-Level executive would want and need to be involved in the decision to purchase from me?”
There are some businesses that really do need to enter at the C-Level, but there are more who would benefit from finding a way in lower down the organizational chart.
C-Level executives hire people that they count on to make decisions in their areas. They trust these people to do what is best for the company, and they know that the members of their team are subject matter experts in their areas. C-Level executives also know that the execution of any new solution is going to depend on the people that work for them, and they allow those people to vet possible solutions.
The better way to think about where to begin prospecting is to think about who is the CEO of the Problem within the companies you call. Who is the person who is responsible for producing the results your solution is designed to help? Who is the person who is most likely to be experiencing the problems solved by your product, service, or solution? Who is the person you could most easily help to gain some new understanding of how they could produce better results?
These people may not have C-Level titles, and they may be no easier when it comes to gaining the commitment for an appointment. But they are more likely to care about what you sell, and they are almost certain to have the trust of the executives within their company, making it easier to gain the executive sponsorship you will later need.
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