The main reason companies and sales people lose orders is the sales person delivered the wrong message. It isn’t about price, or competition having something you don’t have. S/He hears his or her vision of what’s needed will be fulfilled by someone other than you.
Bottom line and never forget it: The message the ultimate decision maker wanted to hear was not your message. Either you gave the wrong message or whoever gave it for you got it wrong or made it wrong. Therefore, if you want more sales and cross-sells, you have to start C-Level Selling
4 Simple Steps for C-level Selling.
- Identify who the ultimate decision maker is. This can be difficult to do. Many dress-up as the ultimate decision-maker. Rule of thumb: If it is a change to the company or over $10,000 the decision will be approved in the C-Suit. Watch my free Networking Video.
- Gain access to the ultimate decision-maker. Many subordinates will try to keep you away from the final, final approval. You may also be your biggest blocker – fear of alienating you contact, or your own anxiety of selling to the C-Levels. Read my free E-Book, “Getting Past Gatekeepers and Blockers.”
- Interview the ultimate decision-maker. Ask C-level questions to engage him in conversation that explores what challenges/problems he wants solved or desires he wants fulfilled, and how he’d like to get them. Remember this is about the ultimate decision-maker, not you. Therefore, you have to get him or her to tell you the message s/he wants to hear. Read my free E-Book, “C-Level Questions and Interviewing Techniques.”
- Present the message the ultimate decision-maker wants to hear . Based on the message the ultimate decision-maker wants to hear, use your portfolio of solutions to show him how he can get them. Structure your presentation to show you can deliver successfully and with minimum risk of failure. Prove you’ve done it before. Use numbers, names and details to make it believable and remember-able. Most importantly stay on the points of the message/solution/desire s/he wants and how s/he wants to get it. Watch my C-Level presentations video seminar.
Once s/he sees s/he can get the solutions or desires from you, s/he will buy. Competition will not have a chance, unless you missed something, or you didn’t make it believable enough that you can deliver.
C-Level Selling is a process for winning –over the ultimate decisions-makers who reside at the top. Once you do that, sales and profitable large accounts are very easy to win and maintain.