Imagine you finally did it. You got an appointment with a Fortune 500 CEO.
That’s great – but it makes you more nervous than saying “I do” and the thought of being married to the same person for 50+ years.
So, now what?
Here are some questions you might have if you were in this situation.
And, here are my answers to these questions.
Question. How should you prepare if you’re calling on the executive suite?
Regardless who you are seeing – establish written sales call objectives.
You should prepare your questions in writing first and then you should
practice using a digital recorder. You can’t be relaxed if you’re trying to remember your questions.
You have less than 10 seconds to create a favorable first impression. You have to look good and then confirm it by sounding good.
The ah’s and um’s don’t belong in the executive suite
You’re being judged – a rank amateur or a professional and in less time than it takes to pour a cup of your favorite Starbucks Arabian Mocha Sanani.
Question. Is the questioning process different in the executive suite?
I’m not sure it’s different, but it’s certainly more important. The stakes are higher – more to win and a heck of a lot more to lose.
Asking questions always shows interest and that’s a good thing. These men and women have seen and heard it all. They’re accustomed to making snap decisions.
Snap you’re good or snap you’re not. It’s entirely up to you. You’re a walking “Billboard” – what do you want the CEO to see?
Question. What are the best questions to ask?
General questions or open-ended ones. Ask questions you don’t know the answers to. These questions should be designed to get the CEO talking about his business and his challenges.
Avoid closed ended questions, at least initially, that begin with . . . do you, can you, are you, would you, could you etc.
Question. What questions would you ask if you were calling on a CEO?
Naturally the questions you ask are designed to uncover problems and
opportunities for the solutions (Products) you’re selling.
Here are five of my best:
1. What are the biggest challenges you face growing your business?
2. What are your priorities for your business during the second half of 2005?
3. What qualities are you looking for in a (Insert your thingamajig)
4. What would it take to win your supplier of the year award?
5. How are you planning to measure success?
These questions, when adapted to your specific products/services, will work for you every time.
Question. Why is it important to ask good questions in the executive suite?
It can easily differentiate you from the rest of the pack – because most salespeople are pathetic at asking questions – they just love showing up and throwing up!
It establishes or de-rails a sales person’s credibility. Remember - they’ve heard it all before.
Because it sets up the selling part of the sales process.
“Based on what you just told me . . .
I’d like to show you how we would work with you . . .”
Question. Okay – you have the CEO talking . . . now what?
First, you should definitely be taking notes.
Second – you should be listening for key words and noting spicy language, anything that’s unique and descriptive.
Question. What should you be listening for?
Ego - I’s vs. we’s. Ask anybody about their responsibilities and you’ll learn a lot about their ego.
Behavior styles – driver, expressive, analytical, amiable. It pays to pay attention to the different behavior styles. You sell more when you adapt your selling style to the CEO’s buying style.
Learn how to read body language.
Ideas – get his before you offer yours.
See if you can uncover one common interest on every sales call.
Do anything that helps you build rapport, establish credibility, and personalize your presentation.
The best way to get ready for a sales call with a CEO is to be prepared. Once you’re prepared it’s time for some practice with a digital recorder. If you don’t practice with a recorder, you’ll end up practicing on the CEO and that’s a dumb move.
