The Amazing Resource

In a comment to my previous entry “How to Sell to a CEO” karishmak asked: “How do I reach the CEO? We can be very professional and act like a CEO but its very difficult to reach the CEO especially in the offshore software industry where you are restricted to talk through phones, emails and skypes. Can any one help?” Great question. There are three solutions to this problem: 1. Work with lower level contacts to gradually win access. 2. Enlist the help of a colleague, peer or friend of the CEO. 3. Trick the CEO into taking your call. Each approach has its advantages and disadvantages. Let’s start with the first method, because it’s the way that most customers would prefer you approach the situation. My description of the first method is based upon the wisdom of Neil Rackham, author of the classic sales book “Spin Selling.” He points out that in most companies the “decision” to buy (or not buy) an offering is often shared between three individuals: 1. The “budget owner.” This is the CEO o...