The C-Suite isn’t some plush office at the top of an impenetrable Ivory Tower, so why is it so difficult for B2B telemarketing professionals to get into direct conversation with these key decision-makers? Hint: it isn’t — you just have to go about it the right way. And sometimes, that means creatively leaping through hurdles to reach them! Here’s how to make high-level appointment setting simpler:
Know Your Persona
While it can be tempting to cast the net as wide as possible, it’s not advisable nor conducive to target high profile leads. Start small and commit to due diligence. Once you’ve decided on the persona you’re targeting, zero in on a company that employs the said prospect and research them. Find out who the key decision-maker is and what makes them tick. Remember: this is not just a lead, it’s a person with goals, ambitions and pain points, so ensure your pitch is focused accordingly. Try to find mutual interests, too. This could be supporting the same football team or graduating from the same college. You’ll always have something in common, and it’s up to you to find it and engage the prospect with this common thread.
Know Whom the Decision-maker Surrounds Themselves With
Because they’re perpetually in demand, C-Suite Executives will no doubt have assembled a team of ‘influencers’ around them to buffer and filter the outside world. Get to know who these people are. Once again, these assistants aren’t just paper-thin facsimiles incapable of independent thought; they’re go-getters with their own career goals in mind. Be respectful, listen to what they have to say, and ask them for assistance. Remember, help can be found in the most unlikely of places...
Know Your Message & Keep It Concise
You’ve got one chance to make a lasting impression. So… prepare, prepare, prepare! It’s up to you to confidently deliver your solutions and services in a concise and easy-to-understand manner. Focus on the prospect, their pain points, and ensure that what you’re offering aligns with your prospect’s needs. Don’t bulldoze them either. Rather, take the time to listen attentively to their responses, empathise with them, and respond accordingly (using the insights you’ve gathered during the research phase, peppered here and there).
If you’d like further advice on how to reach C-Suite Executives, please download our free guide. For more information on how GCL Direct can deliver tailor-made sales and marketing solutions for your business, please don’t hesitate to contact us.
