Why Call Higher to Win Bigger Deals
We know from our executive sales training data that very few C-Level executives actually make the majority buying decisions. So, is it worth all the time and effort to set up meetings with C-Level executives who have varied roles in the buying process? The short answer is yes. Your sales team must have the solution selling competence and confidence to call higher to win bigger deals.
Senior executives do not buy products, features, or benefits. Senior executives buy solutions to solve high-stakes and high priority issues that matter most to them and their business. Most typically senior executives empower those below them to make the buying decisions about what to invest in and with whom. Senior executives want to be assured that the buying decisions make sense.
So, at a minimum, it certainly matters that your sales approach and rationale at lower levels satisfy those at the top.
Where to Begin to Call Higher to Win Bigger Deals
Unless you have been referred by a trusted source, chances are that you won’t easily score a meeting with a senior executive until you’ve earned your stripes. Sometimes you must convince an administrative gatekeeper. Other times you must earn the trust of those lower in the organization.
Regardless of where you start, you need to be prepared for every sales call by getting thoroughly familiar with the organization’s critical success factors — those elements necessary for the business to achieve its mission. How? By doing primary research and by developing multiple connections within the company at various levels who will share how the company strategy plays out within their sphere.
The broader and deeper your network, the better able you will be to raise the level of the conversation to the right altitude of what executives care most about. Senior executives don’t want to spend their time while you discover needs or discuss and compare product features to the competition. They want you to deliver business insights and value quickly.
Getting the Meeting with an Executive
The most effective way to get a sales meeting with a senior executive is to be referred by someone they trust. Cultivating a relationship with a trusted colleague who is willing to recommend you can save a lot of time. But you need to be fully prepared. Remember that the reputation of your connection, especially if they are an inside connection, will depend on the success of your interaction with the executive.
Do you have a clear plan to identify and gain the trust of those who can help you to call higher to win bigger deals?
Creating Value in the Meeting with an Executive
What observations or competitive insights can you share as a well-informed outsider that the executive may not have considered? Ideally, your sales team’s experience across a variety of industries should be able to highlight potential areas that require urgent action.
Share your thoughts and explore with the executive various potential paths forward that make sense for them and their customers. Just remember that executives do not tolerate “being sold to.” Focus on them, their needs, and how your unique value proposition can help them where it matters most.
Ending the Call with an Executive
Be sure that you end the call with a clear understanding of what matters most to them and agreed-upon next steps. Depending upon how productive the conversation is, these could include anything from a meeting to continue the discussion to an invitation to present a viable and executive-level solution.
The Bottom Line
Sales management training experts know that C-suite buyers appreciate meaningful value, fresh insights, and industry expertise. While it takes preparation, connections, and time, calling higher leads to bigger deals, wider relationships, and more impactful results.
To learn more about how to sell to executives, download 5 Field Tested Tips to Better Sell to the C-Suite