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Don’t Even Think of Selling to Executives Without Understanding this First

This post is part of a new series we’ll be featuring from David McNicholas, Director of Strategic Business Development at Comstor US. Comstor is a recognized global leader in Cisco product distribution and an established provider of networking and advanced technology solutions. David is a recognized keynote speaker in the field of the financial impact of technology and executive strategic selling—and the creator of Executive Relevance Selling (ERS), a Cisco endorsed program (more on that below). David has trained and consulted data center, contact center, customer service operations professionals and specialists, as well as Fortune 1000 Executives all over the world on this methodology and discipline.

In my previous blog, I discussed the demise of solution selling due to the New World Sales Era of an investment-centric market. I put a stake in the ground that selling efforts must be driven to and at the executive level. To achieve this, you must be able to “improve business processes that drive the executive agenda defined by hard cash flows.”

But how do you know you’re experiencing the New World Sales Era? Have you heard any of these statements from customers? “We’ll make do with what we have.” “It’s not in the budget.” “Times are tough; we are not spending any money.” “I’m not the only decision maker anymore.” If so, you’re clearly selling in this new era.

Today, the business side of organizations is driving more and more IT decisions, while almost all IT decisions must be approved by top management to get funding. As a result, you must be able to get to the heart of the matter, which is (again):

“Improving business processes that drive the executive agenda defined by hard cash flows.”

To fully understand this definition and what it means to drive the sale at the executive level, we must first have a foundational understanding of corporate top management.  The foundational executive attribute you need to very clearly understand to get started on selling to executives is fiduciary duty.  Read More »

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