In Selling Power’s latest Sales Manager’s Newsletter there is an article from Anthony Parinello, author of Selling to VITO and Think & Sell Like a CEO. As a sales manager who is working with a salesperson on their messaging, Anthony makes some great points about assumptions CEO’s hold about the business world. He provides seven assumptions – if your sales approach aligns with the CEO, he/she will not feel you are wasting his or her time:
- Knowledge is power. CEO’s seek knowledge. They understand that the more they know, the better their decisions. Thus your message must expand his or her flow of critical information, not clutter that flow.
- Passion and commitment make the difference. CEO’s typically are very passionate about what they do. Make sure your own enthusiasm for the topic under discussion complements the CEO’s enthusiasm.
- What’s good for me is good for the company. CEO’s self-identify strongly with their organization and “tend to feel very good about both,” says Parinello. Ask yourself whether what you’re doing supports the CEO’s best view of him or herself and his or her company, says Parinello.
- You can do, get, and be anything you want if you see a big enough picture. CEO’s don’t focus on tactics; they focus on strategies. They take “50,000-foot views” of the world, says Parinello, and tend not to get bogged down in details. Are you focusing on the big picture? Or are you stuck in selling features and benefits?
- Good things happen when you get people to buy into your message. Every successful CEO knows the importance of communicating persuasively and effectively. If what you are doing will help the CEO get the message out and communicate effectively within his organization, you’ll have instant status with him.
- You can never get enough good ideas to support your plan. “CEO’s love to consider ideas they can connect directly to the plan or vision that gets them up early in the morning and keeps them going late at night,” says Parinello. Ask yourself whether the ideas you’re presenting directly support the CEO’s plan.
- Results are what count. CEO’s know they must deliver tangible and intangible results in their own markets and in the markets of their prospects and customers. It is essential that the issues you plan to talk about help the CEO create positive results for shareholders, customers, and prospects.
Some excellent points to remember if you are calling on CEO’s!