Know-How Exchange : Strategy

Lunch in itself won't draw. What is the reason they'd have lunch with you? Think that time is money. What reason would you give them to spend time (money) with you?

If you are going to go that route-- why do the lunch. Just make a face to face appointment with them. Either way, you won't get a minute of their time without a compelling reason. Its all about them. What is in it for them? They don't care about lunch. They care about solutions -- things that solve problems, save them money, or time.

Hi Aaron:

I would agree with whoever gave you the advice that it won't work--unless it sponsored by the top exec and he/she issues the invitation. To do that you have to convince the CEO/President/Senior Partner, that what you have to offer is worth tying up all his senior people for a couple of hours. I don't know what your product or service is, but there must a key decision maker that that you key in on.

Get him on board and if he thinks it is worth bringing in those who have a vested interest in the project it might be a good second step.

BL

I think the lunch is the glue that can hold the event together, but at the end of the day, it's about the content and what's in it for them.

I mean, if you invited a a dozen people to lunch with Warren Buffett, I'd wager you'd get some takers. And they wouldn't care what you served.

Personally, I don't like the idea an event that is only about lunch because people are too busy eating and networking when they should be paying attention to what you're talking about. And if you do the content/presentation part before or after lunch, you'll get people who will miss one of the two on purpose.

Let me ask you this...what's the value to you of a face-to-face meeting with one of your CXO prospects? How much are you willing to spend to make each of these face-to-face (one-on-one) meetings happen? And how many such CXOs are in your target market?

CXOs are a funny category. They won't give you their time unless it's worth to them, but that applies to anybody, doesn't it?

There are different ways you can attract a CXO attention. First, it's acting like one. Attitudes, dresscode, social circles you attend.

You can pitch for 10 minutes of their time in their office, or put together a social dinner with a central guest (rather than a lunch), or best of all, be referred by other CXO or friends (don't be afraid to ask for referrals, they won't bite you!).

What is most important, however, is that you relate to them and they relate to you. Be a CEO, act like one, and surely you'll gain their respect and time.

Here's a few observations from both sides:

1. Start with 15 minutes. 15 will get you 30 later with the person the Cxo will want you to work with. 30 will get you an hour with the Cxo when it's a "real deal'.

2. Be creative in finding that 15 minutes. Here's some ways folks have found 15 minutes with me:

* picked me up and drove me to the airport
* met me at the airport and stood in the security line with me
* booked a ticket on the same Southwest flight and sat with me (a whole hour!)
* asked to meet 15 minutes before a social event you are both attending
* met me at midnight at a nightclub
* figured out where i ski and met me for a 'couple chairlift rides

2. Timing is everything. I may say no today and then listen to a follow-up voicemail or a "checking-in" email 6 months later. Stay present. But don't assume they're ready to buy today.

3. Get to know their business. I can't tell you how many sales reps misspell my name, my business name, or have no clue what we do.

4. Develop relationships with the people the Cxo trusts. Here's the truth...when you get to Cxo level, you make most of your decisions based on the team around you. If one of my leaders busts in and says that it's really worth my time to meet you, you can be assured I'll take the time to support the leader that I trust to filter for me.

5. Pitch my assistant and be nice! Treat my assistant like the Cxo. Reality is, he/she is a Cxo. He/she knows more about me and has more influence/control over my life than my wife.

6. Leverage online social networks for opportunities to meet. Comment on the Cxo's blog posts...intelligent dialog comments...not BS.

7. Ping on many channels. Everyone deals with email, phone calls, txts, LinkedIn, etc. differently.

8. Finally, be creative, flexible and direct while establishing a relationship. The Cxo works 24/7 and your chances for a hookup increase the more flexible and creative you are.