7 Questions You Must Answer When Selling To The CEO | Saturday Side Hustle | Show 6
Today's show is a live talk Dave Lorenzo did in front of an audience in Florida. Dave shares his insights on the critical questions professionals need to answer to effectively sell to these top-level executives.
- What problem can you solve and why should they solve it? Understand the specific problems the CEO is facing. Instead of a generic approach, probe deeper into industry-specific issues. For instance, knowing industry-specific shortages can establish instant credibility.
- Why now? Why does the CEO need to address this problem immediately? Understanding the urgency behind a problem increases the chances of making a sale.
- Why you? Understand and communicate why you are the right person to solve the CEO's problem. The UVP should be more than just tenure; it could be an experience, unique insights, or a poignant personal story. The host shared his personal story of building two successful businesses but then facing a life-changing accident which shaped his approach to business.
- How can you get in? Innovate beyond traditional approaches like emails or LinkedIn connections. Deep research, understanding the industry trade shows your potential clients attend, and speaking their language can help you get that essential meeting.
- Are you willing to play the long game? Building relationships with CEOs is often a long-term commitment. The immediate conversion rate after reaching out might be as low as 1%, but with consistent follow-up and value addition, it can grow significantly over time. Using data from his client database, the host noted that while only 1% might sign up immediately, around 28% do so over a span of five years.
- Can you handle rejection? Dave shared some ideas for dealing with rejection. This includes desensitization.
- Do you know when to shut up? This part of the talk is about selling past the close. Dave shares a story about how this happened right in front of him to one of his clients.
Throughout the podcast, the emphasis is on deep understanding, genuine problem-solving, and patience. It's not just about making a sale, but about building a relationship that can lead to sustainable business over time.