Every marketer dream of giving that one perfect marketing pitch for selling to C-level executives. However, very few reach that level, and the stakes of messing it up are high when they do. So, what is the key to securing the best bet out of this opportunity?
The simple answer lies in creativity, hard work, and diplomatic strategies. Hence, it doesn’t matter if you sell a product or a service. You can always keep a few tricks up your sleeves before you reach out to them through a C-level executives email list.
Curious to know what these strategies are? Read to learn more!
Who are C-Suite executives?
They are the most crucial top-level executives of any company. For instance, the CEO, CFO, COO, and CIO are some position holders that run the company together and ensure it’s true to its values. Consequently, they form the essential segment of the company.
Thus, they are the key decision makers for any significant purchase by the company. Naturally, the ultimate goal of any salesman is to have a smooth business negotiation while selling to C-Suite. This also translates to getting a shortcut to secure an offer without waiting in line during a sales cycle.
The 8 Top Strategies for Marketing to the C-Suite
Naturally, the top position holders of a company are busier, and it is extremely hard to market or sell to them. They are much better aware of the company’s needs through experience. Read on to find out the top marketing strategies you can include in your portfolio to sell to C suites successfully.
1. Be Authentic and Bring a Personal Touch to the Table
The art of entering the big market is easier compared to sustaining your position in it. Although this journey can be simplified by maintaining a genuine and lasting relationship with the client. This improves your chances of future business with them.
You build a genuine association by carefully studying their personality. For instance, if they like golf, you can schedule a game session with them. Many vital deals happen over game meetups through casual and friendly conversations.
Recreational settings generally provide a sense of calm and promote clarity for persons seeking to conduct business talks. A pleasant environment promotes the development of commercial relationships, which may eventually lead to large business deals.
Moreover, establishing professional relationships can also lead to having a better brand name in the market. This means more people recommending you, which translates to a more client base. Hence, small gestures show your real side, which builds trust that can go a long way.
2. Know your Client Well
The requirement for thorough research about your target company and its current needs is non-negotiable. You can customize your sales pitch by targeting the company’s latest area that needs improvement.
Many sales professionals arrive on the sales day with a generic product sales pitch for marketing to C-Suite. However, this is not an efficient way when dealing with CXOs and CEOs. They are usually very busy with already a lot on the plate.
Hence, if you get a chance to target the theme directly, seize this opportunity by designing a pitch that revolves around the solution your product will provide to their company. This shows that you have done your homework well and you value their time.
As a result, you will be able to grab their attention immediately, and they will be more willing to listen to your pitch. After getting an opening, you can take the discussion forward, discussing the benefits of your service or product and your input into incorporating it into an actionable plan.
3. Always be Ready to Deal with a C-Suite Executive
The approach toward a sure-shot marketing pitch should be prepared to cover all grounds. Most of the time, a CEO will walk into a sales pitch when you least expect it. So, while practicing your pitch, think of the possible questions top management would ask.
The trend of CXOs joining in an ongoing sales discussion has increased recently. It has become an effective strategy to make quicker decisions and cut the line of multiple approvals. The pattern has seen a relevant increase, especially during the pandemic.
4. Financial Analysis
Investing in any new product or service directly implies cost analysis. This means calculating if the input of money into a new scheme will be worth the growth of the output. As a matter of fact, this is the primary perspective a CXO will be holding while you give your sales pitch.
Hence, be ready with a detailed report stating possible answers to all the questions associated with the ROI of the product/service. At the same time, make sure that your C-Level selling incorporates the basic compatibility with the technology and ethics of the company.
5. Networking Matters
When it comes to successful marketing strategy networking is everything. So instead of starting from scratch, reach your client through already established connections. For this, try gaining first-hand insight into your client’s requirements through someone who has already worked with them.
Generally, there is always a person in your company who has already worked with the client previously. Try approaching them for a referral or a word of wisdom. Your chances of establishing a connection with the client will be much quicker and smoother this way.
According to U.S. Bureau of Labor Statistics, an average person has the potential of many possible sales leads owing to their past professional networking. Leverage this opportunity to speed up your research process and be ahead of your competitors.
6. Keep Track of your Old Clients
Never lose touch with your old clients and keep track of what they are doing. This approach will prove to be extra beneficial in case they switch their job. It is observed that Selling to the C-Suite who is working in a new environment is more accessible.
Generally, a person trying to make it into a new firm is more accepting of the box ideas. If you think about it, there must be a reason they changed their job, right? Maybe they are looking for new ideas or a fresh perspective.
Thus, being in the loop with your customer’s career trajectory will give you the perfect opportunity to slide in with your service when the time comes. Retaining your old customers will allow you to enter new market segments!
7. Think on Your Feet
Even though you aim to marketing to C-Level Executives, don’t forget to consider other people. For instance, you’re presenting your pitch to a CXO in a boardroom, and your main concentration is on just them.
This is alright until no one else is present in the room. However, in a scenario where other members are around, it’s rude and not beneficial for you. In most cases, the boss will never dissolve their decision immediately.
First, they discuss it with other members before taking a call. So, imagine what if you offended someone else by not paying attention to what they were saying? The odds of them not being on your side increase considerably.
Hence, it’s always safe to be quick on your feet. Observe what is happening in the meeting room, read people’s reactions, and improvise accordingly. Apart from this, always be ready to counteract negative comments politely and constructively to win every splashback.
8. Look Out for Competitors
Always keep an eye out for all the companies that come under your marketing niche. This means even the ones that already have another competitor serving the same product as you. You might think this is a waste of time, but it’s quite the opposite.
Even though you might think you could invest your time looking for new clients, you’re actually keeping tabs open for possible future clients. The drastically dynamic needs of a company can replace an old provider anytime, and this can be your chance to swoop in with your product.
Apart from providing the service, you can also ask for better pricing. However, this is only possible if you’re constantly improving your product/service according to the need of the company. A proper SWOT analysis of your competitor is relatively easy to do as well.
Any marketing professional can ace the game of selling their products to the top management. All it requires perseverance and awareness. If you think it’s something you have, it’s your time to rock that sales pitch.
So, remember as long as you’re harboring consistent healthy relationships with the client, the results are swift. Moreover, keeping your client database up to date will land you the perfect opportunity.
Generally, a sales lead will drop in your lap out of nowhere. To tackle this, you need to be prepared all the time. Be better than your competitors by arriving first to grasp a sale occasion. After all, sales are all about perfect timing and a charming demeanor!