Readers who have been following my blogs know that I am very cautious when it comes to C-Level involvement and sales, but that only pertains to day-to-day operations and not the conceptual involvement. Your sales process, your sales training or any other sales related areas will not be successful if the CEO feels that it’s not in line with her/his philosophy or thinking.
The most successful sales training programs we have experienced are the ones where the CEO spear-headed, promoted or at the very least approved and supported the program. Sales and sales training cannot be successful if the CEO is not on board.
1) Socialize your CEO with sales
In my experience, most CEOs are strong leaders and are passionate about their company. That’s also a good reason why they are in the position they are in. Being strong leaders and passionate about what their company can do, many also think they are as good at sales as at leading an organization. Though they may be quite skilled at promoting their business to investors, understanding Sales as a discipline is a very different cup of tea. We’ve found that the best way to get buy-in on your sales process is to invite your CEO to a meeting where you present the philosophy (consultative selling, customer-centric selling, etc.) and why you have chosen that approach, along with goals and outlines to support company objectives and goals.
2) Be prepared to answer questions
Preparation is everything and you need to be in a position where you can support your strategy (if necessary) with case studies (from previous experiences) or data that you have collected. Just to say that you believe in a consultative approach to selling without knowing why will probably not leave the best impression.
3) Be specific, or not – depending on your CEO’s personality
Graduates of our Consultative Sales Certification Program possess the knowledge and skills to identify personality styles, understand how people digest information and most importantly, how to adjust to most effectively communicate. If your CEO is a strong “D” or Director type, someone very results-oriented, a quick decision-maker, you’ll want to provide top level information, cut to the chase and show how the bottom line will be affected.
If your CEO however is more of a “C” or Cautious and analytical, you need to go into more detail, using data to support your claim as to why you want to do things the way you present them.
4) Build trust
By providing information to your CEO, helping her/him understand the sales process you are a step ahead and more in control. If your CEO has doubts about your sales process, you can talk about it, make adjustments and so you get her/his buy-in. This will help you build trust and allocate budgets and you and your team will share responsibility with your CEO for the outcomes.
5) Be honest
If your sales cycle is lengthy, make sure your CEO fully understands why. Now is your time to be honest and straightforward. It helps you to build rapport, gain trust and to manage expectations. Don’t paint a rosy picture if there are serious obstacles you are facing. If you have built a collaborative environment and your CEO understands the obstacles and the sales process, you will be more successful working towards your goals together.