BY Jessica Helinski
Selling to executives can be difficult, but following proven sales tips can help. This level of sales requires a different approach and strategic thinking. Smart sellers know this. The usual sales tactics typically aren’t effective with the C‑Suite. And research supports this.
RAIN Group’s Erica Schultz shares that executive buyers aren’t satisfied. Only 20% of sellers meet their expectations.
“Selling to senior executives demands more than a strong solution and value proposition,” she explains.
She explains that there are specific key principles to consider when selling to executive sales. Understanding these can help sellers bridge the satisfaction gap with this buyer group.
And these skills are more beneficial than ever, as executives are more involved.
“High-level executives are paying more attention to purchases and are increasingly involved in decision-making,” SalesFuel reports.
“Sellers who can confidently engage and sell to these execs will find increased sales and deeper relations within the company.”
Proven sales tactics to tackle a primary principle
The first principle that Schultz highlights is scrutiny. These top-level buyers are cautious and scrutinize every decision, especially those involving money. According to Market Launcher’s CEO Lara Triozzi, increased emphasis on ROI is driving even more intense review.
One of the keys to facing this scrutiny is being prepared. It’s vital sellers do quality research before engaging with executives. At this level, there definitely is no time to waste. Showing up with thorough knowledge of the buyers and their business is a must.
Specifically, Schultz recommends focusing on:
- The executive, including their goals and priorities
- The organization
- Industry and market trends
- Current challenges and opportunities
- Your value case and how your solution addresses their situation
And keep in mind that good research takes time and effort. Unfortunately, not all sellers put in this time and effort. SalesFuel found that less than half of sellers are up-to-date on a prospect’s industry.
To make the most of your preparation efforts, take a look at these best practices.
Objection handling
Another proven sales tactic to address this principle is handling objections. Executives are going to question things. They will have concerns, skepticism and outright objections. Sellers need to expertly meet these and confidently respond.
“Identify likely objections in advance and be prepared with evidence,” Schultz advises sellers.
You can do this by growing your knowledge of relevant case studies. She notes that you need to come prepared with your own solution-related numbers, including ROI and KPIs. And just as importantly, you must communicate your solution’s value to the executive.
Take a look at these tips for uncovering, and demonstrating, ROI.
Accuracy
Another effective way to meet executive scrutiny is to be accurate with everything you share. Sharing data and analyses won’t mean much if you can’t defend them. Schultz points out that whatever you share, you must be able to support it. You must confirm everything.
“Validate and confirm in advance all data you share and claims you make,” she writes.
Take the time to double-check everything you present. And don’t hesitate to use third-party sources for additional support. This ensures everything you share can stand strong against any scrutiny. And knowing your data is ironclad, you’ll feel more confident with your delivery.
Today’s sellers are increasingly facing executives, even during the early stages of a sale. And this trend is predicted to continue. Executives are likely to be more involved as buying groups grow.
Prepare yourself for success by embracing these proven sales tactics. By anticipating this group’s skepticism, you’ll be prepared to meet their expectations. You’ll know how to prepare, respond to their objections and deliver accuracy.
Understanding and preparing for these complex sales will position you to engage and sell with ease. And for more tips, check out this advice.
Photo by Benjamin Child