When it comes to getting in front of high-level executives in organizations, how do we tailor our approach so we don’t get drowned out by the noise? Why is it so important to have a super-focused, super-targeted approach? How do you capture their attention, get a few minutes of their time and go to the next level?
On this episode, Steve Hall answers these questions and shares valuable insights on reaching the right people.
"Every message ever sent to anyone, whether it’s to one person or a thousand people, is received on a one-to-one basis." -Steve Hall
3 Things We Learned
The biggest barrier to selling to CEOs
Anyone trying to sell to a CEO has to deal with white noise. You could be selling a professional service that can truly help and bring value to a CEO, but the CEO is overwhelmed and inundated with responsibilities, demands and other sellers trying to reach them. As a seller, the challenge is breaking through all of that so that the CEO receives the message and wants to give you some of their precious time.
3 questions to ask to tailor an impactful message
How do you get a message to that person, which message will get them to do what you want, what do you want them to do?
Why every message should be crafted on a one-to-one basis
Even when we send a message to a thousand people, the way that message is received and read is on an individual basis. When you talk to a crowd, you’re still talking one on one. If you use language as if you’re talking to a crowd it’s not going to cut through. Every time someone reads an email, sees a video, watches a webinar they are processing it individually and that’s how we should write it.
The approach most people take with trying to reach C-Level executives is too generalized, unfocused, and inaccurate. It’s like the difference between a sniper and a cannon. If someone is of a sufficient seniority, and the company is a quality target, it’s worth putting in the time to develop a strategic approach. It’s a step-by-step process that requires needle-sharp targeting and a message that is individualized to whoever you’re trying to reach. If the battle is for the undivided attention of a targeted individual, we win by making it more likely that they’ll open our messages.
Guest Bio-
Steve is an Executive Sales Coach, Managing Director and Storyteller. He is Australia's leading C Level Sales Authority. He is the co-founder of the Executive Sales Forum International. Go to To connect with Steve on LinkedIn https://www.linkedin.com/in/stevehallsydney/.
That's all for this chapter of Beers with Max! Hope you enjoyed this week's festivities. As always, if you want to join our virtual happy hour, grab your favorite brew and click the red button below. Til next time, keep your beer chilly and your leads hot!
