Selling into the Digital C-Suite : Getting in with the information they seek!

According to Huthwaite’s “Selling to the C-Suite” CLEs place significant value on diagnostic capabilities than hearing about products, services and solutions. That means forget about doing “a pitch” --- reserve that for lower level reports in the tactical sense. However, if you can truly identify a problem or obstacle that is preventing a CLE from achieving results --- that is golden.

Here’s where it gets interesting – the CLE’s direct reports are actually key to gaining access and insight. Those at the VP and Director levels. If you have a client program --- this is the time to use it. If you don't, give us a call and we'll help you develop one. You don't have to drop a lot of money into effective customer programs - you just have to know what will work, why and consistently use it as part of your branding and marketing.

I worked for a company that had a very effective Customer Visit Program. Our account executives would invite prospects in for a meeting. We had a Customer Conference Room that was only used for client/prospect meetings, that had an adjoining breakout rooms for food & refreshments. (Message being - if you are bringing clients into your facility - make sure that you appropriate an area that is always neat, organized and clean.) The AE would work closely with the program manager to develop an agenda, technical support, presentations, handouts, engineers (if needed for the meeting) etc., and even lining up the appropriate level of executive to meet with the client. This an environment that lets the client/prospect know the value you place on the meeting with them, and the type of information you are looking for. “Since CLE’s schedules are so jammed and tightly guarded, everything that you can learn about their problems, challenges and the impact of not changing should be done, if possible, in advance of a meeting.” (Source: Huthwaite).

While this may all read nicely, you are probably asking “What’s my point of entry?” At the TechTarget Online ROI Summit ’09 West, a panel of CIOs provided insight and perspectives on a) how they search for information, and b) how their purchase decisions are made, that complemented a Google/TechTarget Behavioral Research Project mapping search terms to content types at each stage of the buying process.

If you Google “phases of buying cycle” you will get an assortment of attractive graphics and charts. Take your pick. What is important is understanding that your client goes through phases prior to making a purchase decision/commitment to adopt a course of action --- and you need to understand where and when is the best time for you to gain access and entry in order to reach the C-Level Executive – and influence the decision making process.

The phases are pretty basic: a) Realizing or becoming aware of a problem, or obstacle; b) deciding to do something about it, c) gather information on potential solutions and present recommendations, d) evaluate & eliminate, e) selection/commitment/purchase, d) results and follow-up. Some buying cycles have more phases, some less… but follow the basics. Now depending on the subject – the CLE may be involved at the awareness/recognition and selection/commitment/purchase phases.

So what kind of information do executives look for? In the Forbes Insights report, executives were asked what areas of focus were most critical to their role. The top concerns - 53% competitor analysis, 41% customer trends, 39% corporate development (i.e. M&A), compliance/legal, 26%. Bottom line – knowing about their competitors and knowing about their customers/prospects are the two most important areas of focus.

However, priorities change if you look at the functional role. If in Finance - 63% competitor analysis, 44% corporate development, 33% compliance/legal. If in IT - 59% technology trends, 58% competitor analysis and 16% corporate development. If in Sales/Marketing - 76% customer trends, 60% competitor analysis, 40% marketing trends and strategies.