How To Sell Technology At C-Level
Don’t sell technology
Simply: NOT !
Don’t try to sell technology at C-Level as they aren’t interested how great and ingenious your technology is. The CxO’s don’t want to waste their time on understanding your technology as their concerns are about the company and the objectives or goals set by the Board Of Directors.
Sell a solution or benefits
If you have managed to have a meeting with a CxO then doesn’t spoil it with technology. Instead you should aim for strategic selling by trying to understand the strategic objectives, long term goals and try to estimate what the issues, hurdles or problems are for the company to achieve the goals. Then you can try to fit in your solution for meeting the objectives or goals or how your solution will solve the problems and issues that they will encounter.
C-Level talk
As you will need to talk as a C-Level to C-level: hence you should show:
– Calculation and presentation of the ROI
– How cost effective your solution is
– How much it will reduce the operating costs
– How much it would contribute to sales growth
– How much it will improve communication or information flow
if you can’t manage C-Level talk and subjects that interests CxO’s, then get your CxO involved and get him into the meeting as it will change the approach and the level drastically. Of course you need a good motivation to get your CxO into the meeting.
Building trust
Selling technology is the wrong approach as instead you should show how to solve problems and issues. Sell a solution to the business problem.
The CxO level want to hear and learn about the benefits, which can be tangible and in some cases intangible benefits (it still exists).
At the same time start building trust as your main role as a salesman is removing or limiting the risk each new purchase brings or contains.
Source : Leadsexplorer blog.