Securing face time with decision makers can be as challenging as getting inside Willy Wonka’s chocolate factory,
but it’s typically a necessary step to make a sale. “Remember,” say sales consultants Mark Shonka and Dan Kosch, authors of Beyond Selling Value (Dearborn Trade Publishing, 2002), “for any given
sale, there is only one true decision maker.”
In order to get in front of these executives, your salespeople must provide a compelling reason – from the
executive’s point of view – that articulates why they should spend valuable time with your rep. Sales training firm Miller Heiman (www.millerheiman.com)
calls this the Valid Business Reason. A salesperson needs to find out what the executive wants to fix, accomplish or avoid. Think about what’s in it for the executive personally, not just how the
business as a whole can win.
Next, the salesperson needs to tailor the message to resonate with the way this executive wants to be
approached. “Understanding how executives want to buy or be approached will provide you with valuable knowledge on how to appeal to them,” a Miller Heiman white paper states. “You may have to do
some investigating, drawing from the executive’s past decisions, or from someone you trust in the sale who is familiar with how that executive makes decisions.”
Shonka and Kosch refer to these inside sources as “coaches.” The key is finding a contact inside the prospect’s
company and turning them into a coach who shares information completely, provides insight that helps you develop strategy, and wants your rep to win, often because it means the coach also wins.
An effective Valid Business Reason makes it easy for the executive to say “Yes.” According to Miller Heiman
trainers, the Valid Business Reason:
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States the purpose of setting an appointment
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Quickly lets the executive understand who you are and the value you offer
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Answers the executive’s “What’s in it for me?” question
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Is tailored to how the executive wants to be approached
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More Than The Meeting
There’s no better feeling than walking away from an executive-level meeting confident that you’ve
won the sale. Remind your sales team, however, that there is plenty of work remaining after a successful meeting with a key decision maker.
A Miller Heiman poll discovered that salespeople believe most deals are lost as a result of not
winning the approval of key decision makers. Part of the problem lies in what is accomplished after meeting with a senior-level executive.
A Miller Heiman report shares these follow-up tips:
Some executives prefer salespeople connect with their top advisors. Be prepared to follow up
quickly with these advisors with detailed information.
Other senior decision makers require a follow-up meeting.
They may want to review more detailed data themselves. Secure this second meeting quickly and be
careful to discuss risks in order to minimize surprises.
Some executives are prepared to make final decisions right after an initial meeting. Salespeople
should be prepared for swift action.
Many executives place emphasis on the past in their decision making. Your salespeople should
follow up quickly with evidence of how your solution has been successfully implemented before.
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Clicking With Executives
A sales rep’s dream is to discover that they “click” with a decision maker. While this may seem unintentional,
the ability to connect with executives puts a salesperson at a major advantage over competitors.
Often, the reason one salesperson connects with executives more than others is because he or she has learned to
present information in a manner that aligns with how executives process information and make decisions.
Many executives require a large amount of detail to make decisions. They read into the information presented to
find the facts they need. Conversely, the Miller Heiman white paper states, some executives are turned off by a barrage of information and prefer a summary of the details with visuals and charts
that illustrate the facts.
Many decision makers look for the salesperson’s personal history of success. For these executives, your reps
should be armed with significant successes and milestones that your company – and the reps personally – have helped similar companies achieve.
Many decision makers feel most comfortable with someone who shows them how they can minimize risk, or someone
who discusses competitor issues and challenges. Sharing this information helps evoke a sense of trust with these executives.
Walking into a meeting knowing how an executive makes decisions is critical to a salesperson’s ability to
establish rapport and credibility.
Meeting
Mr. Big
