Selling to the C-Level Executive

LaserFast Telesales Presentation

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

C-Level Executives

• Exist in large & multinational companies

• Have very high up positions

• Can influence decisions

Examples Include:

• CEO, CFO, COO, CIO, President

C-Level Executives

In Australia

• Medium Company Executives also act like CLEs

Examples Include

• Owner, Director, Finance Manager, Marketing Manager, Operations Manager

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

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

When to Target CLEs?

CLEs rarely get up in the morning thinkingabout 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

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

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

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

Last Time to Reach a CLE

With Medium sized companies buyingsmaller 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

How to Target a CLETiming 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

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

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

What are Trigger Events? Create Pain – Force Change – Create Needs

Needs are Solved with Products and Services

Trigger events fall into 2 categoriesThose that can be seen:

only within an organisationor

outside an organisation

Triggers Seen Only Inside Orgs

Examples:

• A New Marketing Campaign• Relocation of Offices• Cost Cutting/Fast Growth

Ask probing questionsKeep companies with trigger events on the radar

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 upKeep trying to get through to the CLEs

Creating a Value Proposition

Often a sale can be made when you createa 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

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

Agenda to talk to CLEs

When a CLE is in the recognition of needsphase 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

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

CLEs Are Not An Easy Sale!

They do however:

• Buy frequently

• Bring forth great rewards!

Go Get them!