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TRANSCRIPT
Many sales leaders are advocates of the precept “start high in the client’s decision making ranks because it’s easier to get shuffled down than up.” But this is only smart advice if you have something of relevant value to this level and if you are equipped to have the right conversation.
For example I met Simon in training. He was struggling to develop sales messages aimed at the CIO. And no wonder. Simon has six months of business experience under his belt; he’s never spoken to the C level. Not even his own. And he’d be hard pressed to distinguish between gross margin and net profit. So calling high would be a suicide mission.
Plus it doesn’t always make sense to start high.
Many of the executives I have interviewed choose to rely on the input of their team when making important buying decisions. And they’ll only talk to sellers recommended by these trusted influencers. So while you’re spinning your wheels trying to enter the process high, your competitor is already being walked in by a more friendly contact.
[ctt tweet=”You’re spinning your wheels entering the sales process high & your competitor is being walked in.” coverup=”5IvcH”]
If you want to be at the senior level but aren’t confident of your ability, adopt a strategy of like-level calling. Get your own executive involved at the top while you’re nurturing relationships in other areas of the company.
And most importantly take personal responsibility for developing your business acumen. Learn about business through your conversations with your customers and talk to your own senior team. Read business books, listen to executives on line. And take courses. One of the most valuable courses of my sales career was “finance for non-financial managers.” A program I took on my own dime.
[ctt tweet=”Take personal responsibility for developing your business acumen.” coverup=”1St0b”]
Now I’m not saying, “Never call high.” I am saying don’t blindly aim for the top because someone told you it is the right thing to do. When just maybe it isn’t.
Want more on this topic? Here’s where to reach us.
www.salesSHIFT.ca
results@salesSHIFT.ca
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