I recently had a fantastic conversation with a number of senior sales executives, and the topic of CEOs playing a key role in sales was a big part of the discussion. I mean, what better person to sell your organization than the top boss?
Here are some key thoughts on the process:
1. Your entire sales team is excited to be on task.
The CEO cannot be involved from “A to Z” of the sales game – they have an organization to run. So, staffers will first establish face-to-face meeting time with the prospect. In fact, I’d recommend identifying 5five to 10 prospects with whom the association CEO is uniquely qualified to deliver some great value to the sales process.
2. Develop a comprehensive briefing about the prospect.
This is for the CEO to prep for the pitch, which will help plot unique sales opportunities for some of the more complex companies you seek to recruit.
3. Execute the sales meeting for the CEO.
Ideally, this will be with a staff member on board as part of the process for next steps. It’s important to follow a fairly general agenda, which should include: A discussion of who the prospect is and what they need, the mission of the association and how it can solve their problems, opportunities to collaborate, next steps and/or “no, thanks.” Make sure “no, thanks” is part of the agenda, because you don’t want to waste your CEO’s time unless the deal is somewhat feasible.
The team takes over the effort. Sales staff will need to gather additional information, develop collateral materials and fulfill next-step items, which will move the prospect through the pipeline.
5. And, finally, re-engage your CEO for the close
Good luck – this could prove to be a winning sales strategy for your association.
This article was originally published by the Moery Company and can be found here.