Question

Topic: Strategy

Reaching C-level Suite

Posted by aaroncagen on 8/1/2008 at 1:55 PM ET 25 Points
My challenge is to reach C-level executives and intrigue them enough to agree to a meeting to discuss our IT outsourcing services (IT people are NOT a good fit).

Other than SEO (which we recently launched) I have not found a consistent methodology for achieving this.

Telemarketing has been as you might imagine hit or miss. Obviously when selling to a CEO, you have to relevant so we put together executive overviews/whitepaper than address (I hope) their daily challenges. We've segmented our list to include diff. verticals and diff. topics (i.e. disaster recovery) - again with little consistency.

Any suggestions?
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RESPONSES

  • Posted by Levon on 8/1/2008 at 3:45 PM Accepted
    Most of the time you have to give an Executive something in order to meet with them (an ethical bribe).

  • Posted by aaroncagen on 8/1/2008 at 4:05 PM Author
    What do you suggest? Doesn't a bribe come across as needy?
  • Posted by Levon on 8/1/2008 at 5:22 PM Member
    Giving away something for free is a surefire method to gain someone' trust. If you give something of high value away for free - they can only imagine that what you do charge for is going to be exceptional.
  • Posted by aaroncagen on 8/1/2008 at 5:37 PM Author
    Like what? Can you provide a few samples?
  • Posted by Levon on 8/1/2008 at 6:06 PM Member
    For example, a web company offering SEO (search engine optimization) services may target Marketing Director's websites in offering them a free report to how their website ranks for optimization using a custom proprietary grading system. The grading system would offer really good advice and pointers, but would only tell half the story. You can see where I am going with this.
  • Posted by Frank Hurtte on 8/2/2008 at 11:45 AM Accepted
    I suggest you use the publications of trade associations to drive people to you... this would be case studies from their own industry.

  • Posted on 8/4/2008 at 9:35 AM Accepted
    CEOs still respond to snail mail -- if it's done right. The brief letter should romance your White Paper and drive prospects to their PURL. Once they click on and answer one or two simple questions, they can download your White Paper.
  • Posted by aaroncagen on 8/4/2008 at 2:04 PM Author
    Would banging on doors/hitting the pavement be a better approach?
  • Posted on 8/6/2008 at 11:02 AM Accepted
    Aaron,

    Were you running the cold calling efforts in-house?

    Your company is selling the benefits of outsourcing to industry experts, and in this case, may benefit from following your own advice.

    If this is not an option, I'd be happy to look at your call plan, scripting, and strategy to see if I can offer suggestions.

    There isn't a free offer, SEO strategy, email campaign, etc... that is more valuable than a discussion. Even if you don't progress the sale, you've gained critical intelligence as to why.

    -Terry
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