Startup Sales: How you Deliver Information to Management Matters

Marc Corbacho, Partner, Sales Practice Lead, Complex Enterprise Sales

Your method of delivering information to prospective customers is sometimes just as important as the information itself. The higher in the management chain you are selling into, the more important your “style” of delivering the information becomes. When you reach the “C” level your audience is very different — often time-constrained with many competing priorities, and quite possibly not really listening intently the way you would like. Let’s discuss several different styles to delivering information, and the likely impact on how the information will be received.

Obtuse Style – The information that you deliver is factual, but it never really makes a connection or positive impression with the executive you are working with. They might have a lot on their mind and the memory cache is overflowing, with no bandwidth to process the new information being delivered. They are not motivated to listen carefully. The information simply goes in one ear and out the other, and is not appreciated for its value.

This delivery method is very common among technical founders. You present your position and all the relevant facts, but the executive does not really absorb the information. You can follow up and attempt to make your points again, but your odds of getting their attention are significantly diminished if he or she failed to value your message the first time.

Direct Style – The information that you deliver is so direct that it triggers a negative response. ?While challenging someone’s position and educating can sometimes work well at lower levels in an organization, most executives are not comfortable with a salesperson telling them what or how to do something, especially in front of others. They are the boss; you are a salesperson. Insult them and they will discount you and the information provided, regardless of the value.

This approach is risky and not recommended; it can cause irreversible damage at the senior level, not good! The higher in the organization you are selling into, the less effective the Direct information delivery method becomes. At the CEO/COO level most of them think of themselves as “all knowing.” ?

Just Right Style – The “Just Right” approach to information delivery requires that you frame and position your information in the context of the customer’s explicit business problem. Now they think about the information that you deliver in the direct context of solving their problem.

The information that you deliver is at the correct angle to penetrate the brain of the executive... like a space capsule entering the earth’s orbit. The information is now circulating within your prospective customers mind, and they begin to think about it and weigh its value over time. You know that you have succeeded when the executive comes back and says, “I thought of an approach that solves my problem.” The holy grail is helping an executive believe that the new information you share becomes their idea!?

Information delivery is extremely important, especially when dealing with senior level management. You need to consider how busy they are, how many issues they are dealing with, and ensure that your information is delivered in the context of their problem, so it can be properly appreciated and absorbed. During your account planning process, make sure to place as much emphasis on your delivery style as you do the information itself.