CEO Conference Recording and Q&A's

Conference Recording

The 2020 CEO Conference aimed to teach organizational leaders what they can do to/with their strategy, structure, and skills to reclaim control of their ability to add new revenue and grow in 2021 regardless of political, economic, or market specific conditions. 

Watch this conference recording to get and understanding of what you can do as a leader to ensure organizational success in 2021. 

Watch Recording

 

Sales and Marketing Q&A's

Salespeople and C-level Executives

Q: The topic of making business recommendations for improvement has been a steady concept from your team. What have you seen as some ways to get salespeople that have not had visibility to all aspects of business, to talk at the C-level? It would be great to hire experienced sales reps, however, not all quality talent has had experience talking at the C/VP level. Are there courses or groups or any other way you recommend getting them experience with these top-level business components?

A: Thank you for your question. Our advanced B2B consultative selling class focuses on getting salespeople of all levels prepared for contacting a C-level stakeholder, making business-driven recommendations about potentially improving business outcomes, and leading the stakeholder through the evaluation and closing process. While a younger sales rep may not have the business acumen and composure that an experienced sales rep has, it's important to note that all levels of seniority have their own unique challenges when it comes to conducting these conversations. The important thing to remember is that it's your rep's job to be an advisor to your prospects and have equal footing with them. This is something that we all need to touch up on from time to time, I'd love to work with your team through it. Here's our class webpage.

 

Reaching Decision-Makers Virtually

Q: Can you speak about navigating the virtual geography? How can salespeople get to decision-makers virtually?

A: There  are really 3 major parts to this. The first is to use a consistent message about the business outcomes of your proposed offering and how it could enable your recipient to compete better and run their operation better. Using a message that really gets the attention of decision-makers is so critical to if a conversation will happen and what it will be about. I'd love to work with you on your messaging as it is the foundation of your prospecting. The next step is to reach out directly through a combination of LinkedIn, Email, text, call, and direct mail using that message as your focal point. Sure, each communication will differ from each other and there are many ways to build a coherent sequence of message delivery, but the point is that it still comes back to the business messaging. The third is to perform these outreaches enough times, consistently for your audience to comprehend them and reply with an interested not interested response. In a virtual environment, consistency is key and our Automated Sales Prospecting offering can support this process and funnel leads to your sales team.

 

Sales Culture & Professionalism

Q: Our culture has been baseball caps long before the pandemic, how do we help our salespeople understand the need for professionalism?

A: This type of question encompasses all of humanity and how we set expectations, not just marketing and sales. As people, we receive the level of respect that the viewer perceives in us as we show it to them. If you are wearing a baseball cap, when professional attire is the norm, then the trust and respect and the ability to consult will be minimum. Salespeople should think about what they represent and how they represent it, not about their own comfort. The bottom line is that the attire, culture, and work ethic should be set by the leaders of the organization, not by the team members.

 

Selling Virtually Vs. Face-to-Face

Q: How can a virtual selling model work when working with the U.S. Government and the Military when these communities oftentimes strive for the face-to-face communications because many times "deals happen after the meeting"?

A: Good question If your client is requesting for you to be onsite, and it is allowed, you should go onsite. It's always better to have more quality facetime with your client regardless of how that happens technically or logistically. However, please remember that in a complex sales cycle, there are typically between 12 and 30 conversations over a period of 3-6 months where the multitude of decision-makers and subject matter experts from the selling side iterate on expected/potential outcomes of the deal, risk & possible disruptions, competing priorities, pricing, terms, conditions, etc. Sometimes, when held in person, not all stakeholders from either organization are available or focused. There's an opportunity for these conversations to occur more efficiently and have a greater impact by being done virtually simply due to the newfound ability to record & replay these interactions. Secondly, if you are finding that deals are happening after the meeting, then be present after the meeting. Reach out via in-person, phone, email, whatever it may be, with your thoughts and insights on how your client can better perform. Solidify your value and make them want to keep talking with you.

 

Strategic Discount Vs. Price Concessions

Q: Can you discuss ideas for strategic discounts vs. margin giveaway?

A: Great question. And by your question, I understand that you truly get it. So, the objective is to discuss the idea of reducing the total cost of ownership (TCO) rather than a straight margin giveaway. If your sales team is working with the executive level stakeholders, those stakeholders are in the position they are in because they understand the importance of TCO. You will not only address the acquisition price, but will also delve into how you will reduce costs through the concepts of reuse, minimization, and standardization. On the other side of the equation, you need to consider the total lifetime value (TLV) potential of an account and whether or not you should concede on margin to acquire profit over time. This could be tricky to do. If you'd like, I could work with your team to develop a TCO conversation and perform deal coaching so that your company is winning enough deals at the right margins.