Many salespeople can find it challenging to get involved with executives who could potentially buy their product, often because the salesperson does not fully grasp the mentality an executive has towards their business and its process. We enjoyed the insights from Nicholas A.C. Read’s book, “Selling to the C-Suite,” which breaks down the data on how executives take part in the business process and helps readers understand the best ways to get executives involved to get the business they desire.

Read reveals that 80% of executives are involved with purchasing decisions early on in the business cycle. As they move towards the middle of the cycle executives tend to delegate more tasks to subordinates, and at the end, the C-suite executives become involved once more to see if the initial vision can be delivered. This indicates the beginning of the cycle to be the prime time for getting involved with executives. However, recent findings infer that marketing may not be able to get you that meeting.

As executives inform themselves through the increasing use of the Internet, they search based on any problems that confront them. This creates a problem for marketers who use only the solution they offer in their SEO plan. Tailoring your presence to potential problems can get you in the eyes of the right executive much more easily and quickly.

Think about the most important goals or biggest potential problems the executives you want to work with can have, that your service or product can solve.

Making clear the value you can deliver to an organization is also essential when meeting with an executive. All communications must be value-driven to impact the C-suite mindset.

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

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