Selling to the Csuite is critical for companies that market and sell complex, high-consideration, big-ticket solutions to industrial manufacturers. If you're frustrated, just STOP and listen to this!Your marketing materials and your sales team are focused on the people who determine vendor selection. It feels natural and comfortable. That's where product training and your sales team hiring criteria place your people. Talking details with operators.
And that's part of the process. They have a job to do - to make sure that it works third shift, that power, footings, compressed air, material flow, cabinet openings, machine interfaces, etc. are all considered.
But no company ever bought something because the control cabinets and Zerk fittings were accessible! Companies invest for business outcomes.
In other words, "what to buy" is an easy conversation, but it doesn't sell deals.
"Why to buy" is the question that you must answer - and that conversation happens in a place, at a time, and with people that your sales team - and probably even their customer deal champions - aren't part of.
That MUST change or you'll see more deals end in no decision, or you'll lose to less technically qualified competitors who know how to market and sell to decision makers.
This takes culture and mindset shifts, and significant skills upgrades.
That's what I explored recently with Elizabeth Freedman on the Industrial Growth Institute Podcast.
Elizabeth has two critical perspectives. First, she's successfully sold to the C-suite for years. Second, in her E•Suite Leader business, she coaches the C-suite on making decisions and navigating uncertainty.
Imagine.....how your forecast accuracy, revenue, and profitability would improve if your company actually understood and conversed with decision-makers as business peers?
#SellingToTheCsuite #SellingToExecutives #EnterpriseSales #ComplexSales #HowToReachDecisionMakers
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