How to Sell to Top Executives and Decision-Makers
Landing a meeting or presentation with top executives and decision-makers don’t happen by luck. It’s the result of blood, sweat and often tears. However, once you’ve scheduled the meeting, your battle has only just begun.
The stakes are high. Your time is limited. All eyes are on you.
In this post, we’re going to cover how you can nail your presentation with those important executives and decision-makers. We’ll cover things you can do before, during and after the meeting to win the deal.
Preparing For Your Presentation
Professional athletes spend hours practicing, watching game film and mentally preparing for a big game. As a professional seller, you must do the same. And, just as athletes don’t win on their own, make sure that you leverage your ABM team to help you know and understand their business better than the back of your hand. Everyone on your ABM team involved with the presentation should be briefed and prepared. Here’s how.
Determine your target account’s business objectives and market challenges
ITSMA studies show 75% of executives will read unsolicited marketing materials if they’re relevant to their business, and 92% will pay attention to these materials even from providers they’ve not done business with before.
Having and maintaining a solid account plan is where you must start. An account plan is a living, breathing document that guides you on how to close the account. It’s comprised of valuable information about the target account that everyone on your sales team needs to know. It’s a selling tool that helps you get crucial insights, build relationships and better position yourself to close the deal.
Think of an account plan as an encyclopedia of your target account.
Discover the goals and interests of the individual stakeholders
You must see the play develop from all angles. Each stakeholder within the buying unit most likely has his own agenda, so you have to figure that out, then translate the value for each individual. In other words, you must make it personal. Connect the dots for them. Show the path to value for everyone sitting at the table.
Have a firm grasp of industry trends
To gain respect from the decision-makers in the room, you must prove you’re an expert, and you can add value. This doesn’t mean you need to know more about the industry than the exec, but you should have a grasp on what’s going on and be able to share novel insights.
Thanks to technology, it doesn’t take long to research market trends. If you can speak about issues that are important to the executive, you’ll reveal both an interest in his success and present yourself in a way that shows you are capable of helping him achieve his goals.
Map your objectives and key milestones in the presentation
Presentations must be more than just slides to click through and bullet points to check off. Presentations are journeys. They must tell a story and take your prospects on a ride. While you should have a clear starting and ending point, along with a …read more
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