getting the attention of the senior executive
DESCRIPTION
Get the attention of senior executives by tailoring your value proposition to the C-level executive's "view of the world". Describe how your company contributes investor loyalty, share value, market share.TRANSCRIPT
Big
Gam
e H
unti
ng
In the Urban JungleYou Can Win Big
Get into the C-Suite
Hunting Big Game in the Urban Jungle
Big
Gam
e H
unti
ng
In the Urban JungleYou Can Win Big
Business Development Principles
• Permission-based Introductions
• Know EVERYONE
• Relevance in the eye of the Beholder
• Improve Your Odds
Big
Gam
e H
unti
ng
In the Urban JungleYou Can Win Big
Winning Big: True or False?
If you get to the C-suite and they say no,
you’re dead
If you win one project,
the rest of the business
is yours
Personal relationships
must be built
face-to-face
Big
Gam
e H
unti
ng
In the Urban JungleYou Can Win Big
Reaching the Most Senior Executive
Objective: Permission-based Conversations
Send a digital overview BEFORE asking for appointment
Enroll the Support Person
Big
Gam
e H
unti
ng
In the Urban JungleYou Can Win Big
Permission-based Conversations
Pre-empt obstacles
Briefing gains permission:
Agreement to call again to ask for:
…45-minute pre-scheduled phone appointment
Big
Gam
e H
unti
ng
In the Urban JungleYou Can Win Big
Permission-based Introductions
Briefing is forwarded = WARM introduction
That person refers you to another stakeholder
Meet everyone in EACH LINE OF BUSINESS
Big
Gam
e H
unti
ng
In the Urban JungleYou Can Win Big
Person-to-Person, not Face-to-Face
Structured 45-minute phone conversation
Outcome: referral or “proof” step
EVERYONE involved in the decision
hears same message
Big
Gam
e H
unti
ng
In the Urban JungleYou Can Win Big
Golden Rules
Don’t Tell, ASK
STRATEGIC, not tactical questions
Bwana on Big Game Hunting
Big
Gam
e H
unti
ng
In the Urban JungleYou Can Win Big
Stakeholders in the Decision
Check signer Champion Influencer ImplementerUser
Each want different benefits
Big
Gam
e H
unti
ng
In the Urban JungleYou Can Win Big
Big Game. Really Big Game.
Urban Jungle True Story
Big
Gam
e H
unti
ng
In the Urban JungleYou Can Win Big
Relevance is in the eye of the Beholder
Relate to specific industry concerns• Demonstrate a point of view around solutions• Validate:
- case studies, reporting, documentation
- “demos”
Big
Gam
e H
unti
ng
In the Urban JungleYou Can Win Big
KnowYour Prey
• Investor Relations section of website
• Industry newsletters, conferences
• Tailor your offering to different roles in decision
Big
Gam
e H
unti
ng
In the Urban JungleYou Can Win Big
Pipeline size: MetricsMetrics
30 contacts
= 8-10 briefings =5-6 referrals (from conversations
& briefings being forwarded)
=3 Discovery Conversations
Big
Gam
e H
unti
ng
In the Urban JungleYou Can Win Big
Becoming co.-wide provider
Preferred Vendor documentation
(share pilot costs across several Lines of Business?)
Brag to other Lines of Business
Big
Gam
e H
unti
ng
In the Urban JungleYou Can Win Big
Contact Info
Catherine McQuaid
Bwana
Big Game Hunting
Selling to Big Business
Big
Gam
e H
unti
ng
In the Urban JungleYou Can Win Big
A Big Game Story
Challenge: win stable, profitable contracts for early-stage co. to make it saleable w/i 2 years
RESULT: Secured long-term contracts: co. sold
Contracts grow: industry leader clients
Big
Gam
e H
unti
ng
In the Urban JungleYou Can Win Big
You Can Win Big
Let us help you get there
Big
Gam
e H
unti
ng
In the Urban JungleYou Can Win Big
Big Game Hunting You Can Win Big
Catherine McQuaid
Bwana
416.923.0877