Talking with the Executive Hudson Library September 26, 2012 Greg Graham

1. Talking with the Executive Hudson Library September 26, 2012 Greg Graham Lecturer, Kent State University Founder, The Didasko Group, LLC Marty Hauser Chief Executive Officer, SummaCare

2. Describe a great experience calling on a executive. What was the outcome? Have you had a nightmare experience of calling on an executive and …….? When loosing a big opportunity, who did you loose to? Competition or ___________ The Didasko Group IDEA Selling IDEA Selling to the Executive

3. I would like to acknowledge that some ideas, words, and concepts were taken from the book: A Seat at the Table, by Marc Miller, Greenleaf Book Group Press (Austin, TX. 2009) The Didasko Group IDEA Selling IDEA Selling to the Executive

4. The Executive is heavily focused on _________ What would your customers say if they were interviewed and asked if you and your organization really understood and connected to their mission-critical strategies? __________ How would your customers rate you on your ability to deliver strategic value? 1---------------10 The Didasko Group IDEA Selling IDEA Selling to the Executive

5. Perceptions of sales people • Sales people offer little value • Executives view them as tactical product pushers • In these difficult times companies need good salespeople to help them The Didasko Group IDEA Selling IDEA Selling to the Executive

6. Senior executives are not as interested in product value—the only way to get any incremental gain is to switch vendors. Strategic Value: is improved differentiation and increased productivity. The Didasko Group IDEA Selling IDEA Selling to the Executive

7. Strategic value is not defined well by salespeople. Strategic value is not product value. • Product value: Better-cheaper- faster • Product is relevant to mid-level personnel and procurement people tasked with maintaining the day-to-day operations of a company. The Didasko Group IDEA Selling IDEA Selling to the Executive

8. Unlearning to sell, Learning to Help • The purpose of a sales rep and also a business is to make profit by creating and keeping customers. • The Sales rep’s role is to help the customer achieve better results. Usually this means calling on executives. Therefore, the Sales Rep must add value to the client’s strategy The Didasko Group IDEA Selling IDEA Selling to the Executive

9. It’s not a strategy if it doesn’t add value to the customer Strategy dictates _____________? The Didasko Group IDEA Selling IDEA Selling to the Executive

10. Information • Dedication • Ethics • Attitude The Didasko Group IDEA Selling Four Key Characteristics of an Executive Sales Professional

11. The process of executive selling The Didasko Group IDEA Selling Idea Selling to the Executive Executive Problems/ Opportunities/Strategies Solutions

12. Strategy The Didasko Group IDEA Selling Idea Selling to the Executive Product/ Strategy Sales Strategy Context

13. Iintroductory Discovery Explanation A greement The Didasko Group IDEA Selling The Phases of an Executive Sales Call

14. Questions • Goals--------Objectives • Critical Success Factors • Obstacles • Impact of the obstacles • Solution The Didasko Group IDEA Selling IDEA Selling Discovery Phase

15. Goals What are the most important things that must be accomplished in the near future? Why? • Need to connect to and understand what’s important • If you can’t provide strategic value you will not be taken seriously—as an ongoing partner The Didasko Group IDEA Selling Discovery

16. Critical Success Factors What things must go right in order for the goals--objectives to be achieved? Why? Understand the most important priorities Provides information as to how you can help with the items that matter most The Didasko Group IDEA Selling Discovery

17. Obstacles What is standing in the way of the achievement of the Critical Success Factors? Why? Now you are uncovering key data related to problems, issues, difficulties, dissatisfactions The recognition of these obstacles increases the weight of the problem issues Obstacles give the sales person the raw material necessary to begin to build solutions----but don’t be in a hurry The Didasko Group IDEA Selling Discovery

18. Impact In what other ways is the obstacle hurting or preventing the achievement of Critical Success Factors? Why? Increases the seriousness of an obstacle by viewing the effects, consequences, and impact of it on other areas The Didasko Group IDEA Selling Discovery

19. Solution What would be the effect (result) if the obstacle was removed Why? The customer can now visualize and verbalize the positive nature of the environment without obstacle(s)---CSF and Goal achievement The customer is selling themselves The Didasko Group IDEA Selling Discovery

20. Focus less on how you influence clients and more on how you impact their business • Shift from competing with other vendors to creating value for your client • Concentrate less on making a sale and more on making a difference • A help that is more about expertise and know-how than products and services • Knowledge help • Brainstorming help • Idea help • Analytic help • Creativity help • Collaborative help • Strategic help The Didasko Group IDEA Selling IDEA Selling to the Executive

21. The Didasko Group IDEA Selling Successful Unsuccessful • Sale • Agreement---------- To move the sale forward • NO----not now, not in a few weeks----NO • No Agreement----- • to move the sale forward yet the customer has not said no. IDEA Selling Agreement Phase