Agenda: Selling to Senior Executives

Who to Call On

• Exercise — Who to Call on
• How and Why Large, Complex Solution Sales are Different
• The Selling Trap

When to Make an Executive Call

• Why Call on Senior Executives Early in the Sales Cycle
• Exercise - Why We Don’t Call High Early
• How to Plan, Execute and Follow up an Executive Call
• Executive Presence
• Developing Executive Presence
• The Importance of Non-Verbal Messages
• I/R Theory
• Exercise — The Desert Island
• Exercise - Voice Mastery
• The Executive Call Tool Kit

Preparation

• Pain/Gain Sheet
• Executive Call Planning Guide

Execution

• Introductory Letter
• Telephone Call Guide

Post Call

• Debriefing
• Follow up Letter

Planning

• A Plan to Reach Top Executives — Precision Marketing
• Precision = Impact
• What Executives Care About
• Hierarchy of Business Relationships
• Why Executives Will Get Involved
• Your Core Competencies
• Mapping Your Core Competencies to Their CSF’s
• Exercise - Creating Executive Messages (Pain/Gain Sheet)
• Ideal Customer Profile

• Gaining Access to Executives
• Exercise — Target Account Planning

• Using the Executive Call Planning Guide
• Five Things to Have Prior to a Call
• Goals of the Executive Call
• Exercise — Creating a Call Plan

Execution

• The Introductory Letter
• Four Mistakes During an Executive Call
• Using the Telephone Call Guide
• Call Strategy and Tactics
• Exercise — Random Role Plays

Post Call

• Debriefing
• Follow Up Letter
• Ultimate Contract
• Decision Meeting
• Maintaining Executive Dialogue