Are you selling too high? Many technology companies automatically aim their sales effort right to the top of their prospect’s organizations. The C-level suite are the peak target and the rest of the organization are the footholds to get there. This is particularly true for companies selling enterprise-class and higher ticket offerings. Consider the compelling reasons to do so: bigger budgets, greater span of control, prestige, fear of the eleventh-hour veto. Yet, in their attempt to reach the venerable C-level summit, many firms find themselves gasping for air and woefully unprepared.
The reason? They wasted time trying to sell to someone who doesn’t care with a message they don’t understand. They may have forgotten to bring an economically compelling value proposition. Or, they don’t have a strong enough brand, market strength or reputation. Or, perhaps they never asked the question ‘Does the top really care enough to engage with me in the conversation?’
Years ago, I facilitated a focus group among Fortune 100 CIOs to preview a new offering for a client. Immediately I realized we weren’t speaking the same language. The industry jargon and alphabet soup used to describe our client’s new product sounded like a foreign language to these CIOs. Two of them even confessed to not knowing what ERP stood for. Our message didn’t resonate. We had run out of air for that kind of ascent.
When you’re tempted to sell high simply because the enterprise converges there, stop and apply the following litmus test to your approach: Given your current value proposition, who in their organization needs your solution badly enough that they would be willing to give you an hour of face-to-face time to discuss how you can help them? Better yet, would they be willing to rearrange their schedule to meet with you? You might find that it isn’t anyone in the C-level suite but someone a level or two down in the organization who understands the language you speak, who has the concerns your offering solves, and can get where you need to go.
They should be your starting point for selling to the enterprise. Perhaps not the ending point, but the right place to start. Of course, you may not like the answer you get to the one-hour litmus test. Perhaps meeting with those willing to would just be a waste of time; or they may not have the influence to sponsor you in the organization. In such cases you may need to sell higher. No problem. Just train harder and pack accordingly. Reframe your value proposition, enhance your offering or partner with another firm to complement your solution and increase your value.
Aim as high as necessary, but no higher. With every ascent you are better conditioned—and better prepared—for the next climb; however high that might take you.
Leary Gates is the Founder and Managing Partner of Lumina Consulting Group.
Leave A Comment