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Reaching the CEO

Reaching the CEO. Caroline Trotman-Wren. Strategic products and services demand a different sales approach . Considered Prestige Mission critical High risk Brand implications Multiple stakeholders Enterprise wide implications Complex decision factors ROI pressures.

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Reaching the CEO

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  1. Reaching the CEO Caroline Trotman-Wren

  2. Strategic products and services demand a different sales approach • Considered • Prestige • Mission critical • High risk • Brand implications • Multiple stakeholders • Enterprise wide implications • Complex decision factors • ROI pressures

  3. Client Identification & Maintenance Opportunity Qualification Business Development Lifecycle Pursuit Decision Proposal The Business Development Lifecycle

  4. Client Identification & Maintenance Opportunity Qualification Business Development Lifecycle Pursuit Decision Proposal • The Marketing Toolkit • Account Planning Tools • Power Mapping • Competitor research • CEO research • Investment Allocation • Competitive positioning and brand research • Brand positioning • Media relations • Lead nurturing programs • Client centric relationship marketing programs • Circle of Influence tracking • Brand awareness building • Media relations • Influencer programs • Win loss analysis • Performance measurement • Gap Analysis • Sales effectiveness assessment • Positioning strategies • Proposal team management • Presentation Training • Pitch document production

  5. Rule #1 - Determine the CEO’s role and mindset • Decision maker, or • Influencer • Believer • Sceptic • Non believer

  6. Rule #2 – Perform an honest assessment of the depth of CEO relationships • Develop questioning techniques • Develop a relationship assessment scale • From “doesn’t know my name” through to “I know his / her partner’s and children’s names” • Test quality of relationship early in the sale process • Continue testing

  7. Rule #3 – Understand the target organisation’s culture and communication style • Conduct desk research • Audit all existing relationships • Initiate direct contact where possible • Determine role of marketing organisation • Contact other suppliers, analysts, commentators • Analyse past sales successes and failures

  8. Don’ts Direct mail Telemarketing Unsolicited invitations Monologues Gimmicks Do’s Client references Client specific events Align with interests Personal CEO to CEO contact Dialogue Peer influencing Appropriate entertainment Out of the box thinking Rule #4 – Understand what does and doesn’t work with CEOs.

  9. Rule #5 – Align marketing investments to the power map Power map • Whom do you need to influence • Who can influence your target • Who can you influence to start the process Consider what marketing investments will : • Build relationships with the CEO • Build relationships with influencers • Build reputation and credentials in the market • Establish differentiation • Challenge / undermine the competition

  10. Rule #5 – Align marketing investments to the power map Options for Marketing Investments • Research projects • Client workshops • Targeted sponsorships • Targeted media • Engagement with your target’s causes • Client references • Targeted advertising • Media

  11. Rule #6 – Think broadly about Influencers Who holds a position of credibility vis a vis the service ? Who has the ear of the decision maker ? Who can sway the decision toward your offering? • Internal influencers • Supplier influencers • Commentator influencers • Client influencers • Professional service influencers • Alumni influencers

  12. Reaching the CEO - Checklist • Understand his/her role in the buying process and mindset • Understand his/her style, interests, preferences • Audit your past and existing relationships – honestly, and test assumptions early and often • Put your full marketing toolkit to use – from account planning through to win/loss analysis • Determine your do’s and don’ts – and engage the sales team on the right approach • Align your marketing investments to the power map • Identify and leverage all influencers • Win!

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