In a prior post, Why You Can’t Sell to the C-Suite, I shared my experience of being a sales target during my recent tenure as a CMO.
The quick summary: I received over twenty-five unsolicited contacts per week – over one thousand in a year. Of these, about 98% didn’t work. Today, I want to discuss the approaches that did work.
I need to first make clear, in boldface: I am not a sales expert. My intent here is to offer some perspective from “the other side of the desk,” based on my own experience and that of other executives with whom I’ve discussed this topic. I expect that readers will have additional insights to share, and I invite you to do so in a comment below.
Let’s start by reviewing, as we apparently must, the table-stakes: Continue reading “Selling the C-Suite: The “Four Knows””