How Selling to the CEO Failed
Do you want to sell your product? Or convince your client that your service is superior to your competitor. Do you want to persuade your colleagues your opinion is sound?
There is no big secret. Know your audience. This simple concept is often ignored.
Last week I received an email from a friend. I am often privileged to be the recipient of his mentorship and sage business advice. He shared an email with me that was from a presentation expert. The email must have hit a nerve because he felt it important enough to throw me a line of caution. An opportunity for me to understand the importance of knowing my audience.
Five rules the email blast broke:
- Do not address someone who you do not know or is a high status position by their first name
- The email “dared” him to be a great speaker — he already is
- The writer questioned whether he would like to create buzz and headlines — he does that too.
- This comment bordered on insulting,”Will you get the engagement, the recognition, the respect – walk into every room with that leadership presence that commands attention”. OK, how do you think he got where he is?
- The writer will deliver a new level of authenticity, vibrancy, confidence, excitement and power. My friend is one of the most authentic, vibrant, confident, and passionate leaders that I know.
- Anyone with services or products to sell, needs to consider their audience or risk losing their own reputation. Plain and simple.
If you want to sell at the top of the ladder, invest some time considering who they are and how they got there. Do your research. The CEO will not buy unsupported rhetoric and will shut your crack of opportunity with a jarring slam.
Image Credit: ‘look what I caught!’ by wotthe7734 (via Flickr). CC BY licence.
Tags: audience, email blasts, persuation, rhetoric, selling technique
