So you want to sell to a CIO, eh?

So you want to sell to a CIO/CXO, eh??Let me help…?

I've been lucky enough to be an executive in several different fields, but nothing prepared me for the onslaught of IT sales professionals that I experienced as a new CIO. I receive on average 20-30 emails (and 2-3 phone calls) a day from sales folks wishing to sell their product or service. Not only is this overwhelming to an Executive but there are amazing technologies that are not being adopted because of the sales tactics. I want to adopt the right technology, at the right time, at the right price, with the right person - there must be an easier way. I'm hoping this article can help my peers in the industry and help innovative companies get their technology adopted.

So...What NOT to do…

Random Cold Call/Email:?

An email is easy to send, but it's also easy to ignore.?We won't read it and it usually goes to our spam folder. You've put no effort into the approach and we will spend no effort in returning your email.?If you call us, we will react as you would if someone called us during dinner trying to sell us life insurance…besides, it's not 1992, we're not going to pick up if we don't know the caller.?

Even worse, the first sentence in usually goes like this, 'I'd like to meet for 30 min. to discuss how my product can benefit you. I have time on Thursday, I'll send you a meeting notice.' or 'do you have 30 min to talk about my awesome product?'

This type of email normally comes from someone we do not know and appears very self-centered. You 've also demonstrated that you don't care about our time and you're just here to make a sale.

If you have poor content, grammar, or spelling - we will die a little inside and delete your email.?If you are unable to produce a coherent email, how can we trust you to transform our organization(s) with your product!??

What you SHOULD do…

Build Relationships:?

We are not JUST buying a product/service, we are buying it from YOU.?Do we trust you??Do we respect you??Do we believe that you have our best interests at heart? Are you a good person - do we like you and want to help you? Before you attempt a sales call/message - how have you cultivated the relationship??

Earlier I discussed the fallacy of cold calls and emails. As a general sales approach to CIO's, they don't work. Having said that they CAN be used to start building a relationship. LinkedIN is a good tool to use as it holds your pedigree, experience, and where your motivations may lie. It's also great to see a face with a name - it help us get to know you. If you decide to send an email, adjust your approach. Try humour or a meme.?How about the caring approach - such as, 'I just wanted to wish you happy holidays'.?Kindness goes a long way. We don't mind persistence if it is respectful, caring, or funny. Start building the relationship!

The best strategy to start building a relationship is to get an introduction from someone the CIO already trusts. This could be someone in their network, a peer, or a co-worker. A good introduction?builds the relationship fast!?Look at other employees in their vertical - who are their lieutenants??There may be more accessible employees that you can build a relationship with for a future introduction. Have them sell your product! If building relationships is the key, leverage your network to do the hard work.

Attend an industry event/conference: Find a way to build a friendship - don't give us a sales pitch!?You're not selling encyclopedias door-to-door, we won't be writing cheques on the conference floor. If you're really good at making friends, you'll be an amazing salesperson. CXO dinners have value - but we all know why you're there!

WIIFU (what's in it for us): Who do you know (or what) do you know that might be a benefit to us.?For example, if you happen to know Tim Cook or Satya Nadal and are willing to make an introduction, I would be very interested in hearing your sales pitch!?How can you help our careers or help us learn?!?A relationship that has benefits for everyone is sure to last.

Examine shared Values:?Does your company's Vision, Mission, and Value match our own??If they do, you have an opportunity to advance the goals of both companies - what a great potential opener.?For example, my company has a mission to go Net Zero by 2040??Does yours share the same Mission? How can we help each other? Use this to grow the relationship.

Competitive Advantage: What is your competitive advantage - can you prove it??Everyone has the best product - we've heard it all.?You need to find a way to demonstrate your competitive advantage.?CIO's gain knowledge of technology via a variety of industry channels and forums. Use them. If you're in IT, use a Gartner magic quadrant.?Has your product been adopted by a reputable company??Referencing a previous customer can build trust and allow us to follow up on their experience. If you decide to send an email - attach undisputed proof why we need your product!

Grey areas...

Reimbursements: Tactically, providing reimbursements for meeting with an executive can be effective. However, this is a slippery slope - this method contradicts most CIO values, triggers code of conduct violations, and could be taken advantage of by the executive. Use at your own risk.

Let me know if these tips resonate!