Get Access to Key Executives: A Strategic Guide

Have you ever experienced the loss of a business opportunity due to a lack of established relationships with key executives?

I have been there, and I knew I needed to make a change.

This change was pivotal for my sales and professional career, thanks to key executives who mentored and sponsored me.

Accessing key executives or CxOs in your sales deals can mean the difference between closing a deal and losing a potential opportunity.

This week, let's explore why connecting with key executives is crucial, what they care about, and how to secure more meetings with them.

Why Access Key Executives?

CxOs hold decision-making power and influence over the strategic direction of their organisations. Their insights can give you a deeper understanding of the company's needs, challenges, and goals.

By engaging with CxOs, you can position yourself as a strategic partner, accelerating the sales process and increasing the likelihood of closing a deal.

What Do Top Executives Care About?

Understand what your target CxOs are driving.

Are they driving company growth?

Launching a new product?

Increase their stock price?

They value partners who deeply understand their business objectives, ways of working, culture, and politics.

They look for salespeople who can drive a tangible positive impactand monetise the results of working with you. This is crucial in getting their attention.

Some examples below and add a specific percentage or number:

• Increase ARPU
• Decrease Cost
• Win larger clients
• Grow subscribers
• Decrease Customer Churn
• Improve Employee Morale
• Improve Productivity Ratio
• Launch early innovations
• Win a strategic brand together
• Move faster than the competition
• Improve Customer Experience (Net Promoter Score)

*ARPU= average revenue per unit

What are the key factors that top executives consider when engaging with salespeople?

In our first fireside chat of the Elite Sales Athlete Cohort, we gained insight from a Chief Learning Officer, Dr Mary Mcnevin. Mary is the former VP for Global Company McCain Foods and has also held several key executive positions across the healthcare and transportation industries.

Mary emphasised-- that to make a lasting impression on CxOs like her; the account manager needs to have a strong knowledge of their company, industry and future trends and act as an adviser who deeply cares for their company.

How to do this?

1. Sales team have done extensive research on their business.

Create and write a Customer Account Profile to understand your account better and develop a sales strategy. Grab the ??Strategic Account Playbook here. You can duplicate a copy.

First, it will help you familiarise yourself with your account; second, it capitalises on your thinking and acts as a forcing function to build a sales strategy.

??Tip: If your account is a public company, their quarterly or annual shareholder's report is a great resource of knowledge.

2. Have a strong work ethic.

They are fast, nimble and always take action.

3. Constantly "building their connections".

They are actively participating in industry events and conferences. They introduce prospective clients to their clients or align key executives with each other.

How to Get More Meetings with Key Executives?

Getting a meeting with Key Executives/ CxOs requires a well-crafted, value-driven approach.

1. Leverage existing connections:

Utilise your network to get an introduction to the CxO. A warm introduction can significantly increase your chances of securing a meeting. I have very strong opinions on cold calling myself.

In the third cohort of Elite Sales Athletes, our CXO fireside chat guest Bart Giordano, the CEO of Ruckus Wireless, shares his insights on how to approach executives like him.

"Boil it down to human experience and human connection".

??There are so many excellent nuggets of wisdom in Bart's video that can greatly benefit anyone aiming to approach executive levels. Watch here

2. Tailor your messaging:

Craft your communication to highlight your research and industry trends to align with their business objectives and challenges.

3. Offer value upfront:

Provide valuable insights or resources that can assist them in addressing their business challenges even before the meeting.

4. Be resilient:

You have to find a way to get their attention.

If it means getting your CEO to connect with your prospect CxO on LinkedIn or if you are a founder, leverage your board or shareholder to make an intro.

5. Be persistent yet respectful:

Follow-ups are critical, but ensure you respect their time and availability.

What to Do When You Get There?

Once you've secured a meeting, preparation is critical. Understand their business, industry trends, and potential challenges they might be facing. During the meeting:

1. Speak less and listen more. Avoid pitching on the first meeting:

Take the time to truly understand your client's business goals, needs, and concerns. Give them the chance to express themselves fully and actively listen to what they say.

It's easy to fall into the trap of talking excitedly about your company and its products or services. I must confess that I, too, have made this mistake ??.

Instead, share what you have learned during your account profiling and research, and ask them about the current development of the projects aligned with your area of expertise and how you can help them achieve their goals.

Building a solid relationship with your clients starts with active listening and genuine interest in their success.

2. Adapt to the CxO communication style:

Adapt the communication style of the CxO you are meeting. Some CxOs prefer direct, fast and concise communication, while others may value a slower pace, detailed explanation and use of visual diagrams. Adapting your communication style can improve your chances of building strong relationships and achieving successful outcomes.

Learn the EDISC framework. It is a great tool to have.

3. Help your CxO build buyer confidence.

Build the potential positive and magnifying impact you can have on their business.

To increase buyer confidence, don't position yourself as the source of information. Instead, be an expert who helps customers make sense of everything they're learning.

4. Build and earn trust early:

The development of trust begins before the first meeting. Your LinkedIn profile, company website, relationship network, social proof, and brand will matter.

During the meeting, your goal is to help your prospect to be confidentin your capability because they need to feel confident in their decision to work with you.

5. Establish credibility:

Share case studies, testimonials, or industry insights that position you as a reliable partner. Bonus points, are you able to build a high-level business hypothesis on what value you can create for them ? Go for it!

Accessing key executives can be a game-changer in the B2B sales process. It requires a strategic approach and a commitment to delivering value.

With the proper discipline, planning and execution, you can earn the opportunity to present your solutions to CxOs and help you win and close high-value deals.

What was your biggest takeaway on getting access to CxOs?

What are you inspired to put into action this week? I would love to hear from you.

Keep going!

Ren