If you’re interested in helping the salespeople on your team gain access to those hallowed halls of the mythical “C-Suite,” there are four critical components to consider. Whether they reach out in person, by phone, online or (ideally) some combination of the three, their approach must be customized, constructive, crisp, and clever. As a sales leader, it’s your job to help them make that happen.
Blanket messages don’t earn the attention of top-level decision makers. Why? Because whatever problems they’re facing are too complicated for a one-sized-fits-all solution to address. If a “me-too” resolution could resolve one of their problems, it wouldn’t have landed on their desk.
Constructive
Marketing fluff or (worse) non-speak (e.g., “we’re the market leader) is useless to these prospects. If you’re communicating with them, make it useful, impactful, and practical.
Crisp
It should be delivered quickly. Time is of the essence for these decision makers. They don’t have the time to waste. Get to the point.
Clever
Finally, it ought to be interesting and unique. If you’re saying something that everyone else is saying, you’re not likely to cut through the noise.
It really is that simple. The hard part? As always, it’s in the execution. So get to it!
