How Sales People can sell better to CEO’s
There may come a time that you’ll need to sell to the C-Suite, the high-ranking executives of a business. These are the likes of CEO’s, CFO’s and CIO’s. Or perhaps, like Salesforce your entire sales strategy is based around selling only to CEO’s. Whatever the case may be, let’s help you get more prepared for that sales meeting. How to win over executive buyers? You need to enter their mind set and be absolutely prepared at all times. In order to get this right you need to:
Do your homework on the prospect
Scan the prospect’s website, scour the internet to find what you can on that particular CEO. Really understand the kind of content the CEO likes to share on social media and know where they hang out digitally.
How well do you know the prospective company?
Do you as a highly effective and successful salesperson take the time to go to LinkedIn and Facebook and do in-depth analysis on this company that you want to pitch to? Take the time to understand how well their business is doing, the pain their business is solving. Do as much research as possible.
Have an agenda
As we all know time is money and C-levels are exceptionally busy. So don’t go into a sales meeting wasting their time. Come prepared with an agenda, account for every minute in that boardroom. Arm yourself with relevant case studies and testimonials. Try to think of any objections the CEO may throw your way and come up with solutions prior to the meeting. Be agile on your feet as you will be thrown a curveball. Be an active listener and really understand how your solution will fit into the prospective company’s vision.
The magic of sales lies in the follow up
What happens after the meeting is just as important as what transpired during the sales meeting. Remember to follow up, this responsibility lies with you. Make sure you have a game plan in place for your follow up. Remember that more than likely these CEO’s are hounded on a daily basis by other salespeople vying for their attention. You need to do your homework, show up and definitely ensure that you stand out from the crowd. And above all else, listen to what is being said and also to what is not being said. The most successful salespeople have learned the art of listening.
Accelerate the Growth of your Business with a winning Sales Process
You may run a highly successful sales division for a corporate company or you could be an early stage start up, wearing multiple hats. Either way, you are fully aware that sales is core to the success of your business. Here are a few tips on how to put together a basic yet winning sales process.
1. Begin client outreach right now
Gather all your wits about you and start calling. Yes, pick up the phone! I promise you, the phone will not bite you. Don’t feel alone though as most people dread speaking with complete strangers on the phone. What I can tell you is that the more you do it the more confidence you’ll gain. This method is the best way to field objections, understand business challenges and even get feedback on your offering, all in real time.
2. Start Role playing
Walk through the sales process right until close of sale with a colleague or business partner. Once you start feeling more comfortable with going through the whole sales pitch start role playing with someone out of your organisation. These scenarios can give you better insight on how to identify possible gaps, whether it’s in your approach or your product / service.
3. Establish your qualifying criteria
By establishing a list of sorts to pre-qualify your clients you will better understand what pain your product / service solves, whether you are a good match or not for a potential client, if they can afford you and so forth. This is vital information to have as it could prevent your sales cycle from being lengthened unnecessarily or possibly mismatching your offering with a prospective client.
4. Build a sales conversion funnel
You need to learn to reverse engineer, not only in business, but also within your sales process. So begin with the end in mind and then reverse the process until you get to where you currently are in order to better understand where you want to go and how you are going to get there. For example, when we speak of a sales conversion funnel, we typically refer to a sequence of events, like first do a cold call, then send a follow up email, do another outreach activity, then pre-qualify the prospect and close the deal. Ask yourself how many deals you would like to close in one month, then break that down to how many prospects you should have in your pipeline, the number of quotes you should have out, your daily number of cold calls and include your marketing strategy into the mix. This will help with understanding your desired conversion rate and what your sales pipeline should look like on a monthly basis in order to achieve the close rate you’re looking for.
5. Keep going, keep growing
If it this process is showing results work hard on developing it. It may be working now however it is imperative to keep testing your process to find better ways of doing things. As the founder of the business or sales leader it is important that you are actively involved in developing the company’s sales process. There’s a great quote from Steli Efti :
“Lack of iteration is what prevents companies from making a good sales process great!”
Keep moving forward and looking for a winning repeatable process.
Why Marketing is so essential to the success of your Sales goals
We’ve all heard it before, how the marketing department just cannot see eye-to-eye with the sales department. And how the sales department thinks the campaigns designed by the marketing department is never going to work. It’s 2017 – time to set aside those differences and truly understand how these two departments are quintessential to the growth of any business. Yes it can be done. It is absolutely possible for these two divisions to work together harmoniously. And this is the year to do it. Why? If we can better understand how important a great marketing campaign is, we can better utilise it in growing our sales, month-on-month. The best way to do this is to get these two silos’ to speak with each other. It doesn’t matter if you’re a corporate or a solopreneur, the bottom line is, marketing complements sales. Simple.
7 Steps to understanding Marketing
- Business Vision – What is your business vision? That is, do you know your business? Why did you build your business? Does your vision align with your strategy? First and foremost, by having a clear vision of what you want, then how you’re going to achieve it will follow automatically.
- Determine Target Market – In order to design a great marketing strategy you truly need to understand who you are speaking to. What does your ideal customer look like? Where are they located? What are their interests? Where do they hang out in the social media realm? By understanding the buying persona (or client avatar), you’ve just made your strategy building so much easier.
- Look At Your Competitors – Chances are there is already a business doing what you’re doing. But never fear! Now is the time to understand what differentiates you from your competitors and make that your slogan, your driving force. Look at what they are doing and do it better.
- Act Like A Media Company – You absolutely need to commit in creating as much great content as possible. There are numerous articles available on the web describing where buyer attention is focussed. Find out where in your niche they are and cater to them. In other words, if you’re selling beauty products then it makes sense to share gorgeous editorial pics on Instagram, to do how to videos on YouTube and to share daily cleansing tips for instance with live feed on Facebook. Get creative and keep churning out quality content.
- Set Out Marketing Goals – Take the needed time to set out your marketing goals for the year to come and break them down into achievable monthly milestones. The better your goals are outlined and adhered to, the easier the sales process becomes.
- Create A Marketing Calendar – Create a workable marketing calendar for the rest of the year. Look at ways to launch new products or services, create monthly themes and weekly action steps. Become creative with your posts, however, do cater to your target market and keep in mind the medium that you’re sharing on. Look at the time of day and the day of the week that you’re sharing content to ensure that you maximise engagement and convert those leads into sales.
- Put A Budget In Place – There are times that you’re going to spend money to make money and marketing is one of those places. The beauty of social media and blogging is that you can grow your audience organically and create a loyal following without spending a cent. Other times it is essential to throw a bit of budget behind your marketing campaigns to ensure that your conversion rate is high and attainable. You want to see tangible results from your marketing campaign, so make sure that the right people are seeing your content at the right time.