The Unseen Dangers of Selling to Senior Executives

If I had £1 for every sales person, sales team or indeed company that have challenged themselves with selling to the most senior executives then I’d be a very wealthy man. For many organisations selling to senior executives is regarded as the silver bullet, the remedy to all ills and the path to beating plan.

The reality is often very different.

Senior Executives are very busy people, often every minute of their working day is filled with back to back meetings. They run from one meeting to another without an opportunity to think, to grab a coffee or even speak to their assistant. I’m stating the obvious but their time is at a premium and if you are going to use any of a busy executives precious time then you’d best make sure that you use it well.

Salespeople are often buoyed by winning a meeting with a senior executive, they are so excited and eager to get started that they often fail to prepare effectively and the very important meeting with the executive turns out to be a big let down. Now, at this point, I fully expect you to be saying to yourself “that’s not me, I would never do that”. Really, can you say with absolute honesty that you always put the hours in to prepare effectively ?

Over the years I’ve lost count of the number of senior meetings that turn out to be single, one-off meetings with the salesperson unable to ever gain face time again. Your strategy of selling to senior executives has just backfired big time, rather than strengthening a relationship and opening the doors to future opportunities, it’s probably slammed those doors firmly closed. There’s lots of research into why this happens (The Challenger Sale is one good example) but it simply boils down to value delivered, or rather the lack of it, to the senior executive in the meeting.

In order to be in with a chance of selling to a senior executive you must have superior knowledge and insight, about their business not yours, these are table stakes when selling high. You should aim to be so well prepared that you feel you know as much about the senior executives business as many of their team members (and if you’ve played your part well, you will). You should have read every piece of available material that you can get your hands on, be up to date and following them on all of the social channels and here’s the counter-intuitive crunch … have met with and learned all that you can from their teams, peers and business partners.

If you are to deliver value to a senior executive then you must have knowledge that can only be gleaned from diligently working with their teams, the exact people who you may be trying to avoid by your selling high strategy ! Meeting with the whole decision-making unit is the only effective way of having enough inside knowledge to be able to ask thought-provoking questions that lead to success when you eventually meet with the senior executive.

There are no silver bullets in sales. Yes, selling to senior executives can be a performance game changer, yet the stakes are extremely high. You will not be successful if you take short-cuts, don’t do your homework or are not sufficiently informed. If you use the correct approach having put in the necessary hours of work to deliver real value (both business and personal – that’s a different story for a different day), then you will be in a strong position.

Get this wrong and you are very unlikely to get a second chance. Senior executives don’t waste their precious time on activities that don’t add value.

The golden rule when selling to senior executives – do not, ever, mention product. They don’t care, you will bore them and they will switch off. They will be kind, they will show you the door in a professional manner but please don’t think that you will ever be granted face time again. Only talk about their business, if you feel that you can’t do that with clarity and authority then please take my advice, step back until such time that you can.