How To Do High-End Marketing?

< p > don't worry.

< /p >

< p > this article provides you with everything you need to sell your products to the top executives.

Selling to senior executives is a very simple matter if you understand the practical ways.

< /p >

< p > below is 6 simple steps...

< /p >

< p > < strong > first step: thinking like an executive, < /strong > /p >

< p > if you want to have direct contact with the a href= "http://www.91se91.com/business/" > top executives, /a, you must make them feel that they are communicating with a person of the same level, or (at least) a subordinate subordinate.

< /p >

< p > to make top executives happy with direct contact with you, you must learn how to think like a top executive rather than a sales representative.

If you want to get on top of top executives, you have to accept a series of code of conduct and beliefs of top executives.

These include: < /p >

< p > my time is very precious.

< /p >

< p > I am an important resource.

< /p >

< p >. I am good at making difficult decisions.

< /p >

< p > my price is worth it.

< /p >

< p > if you don't think you have these beliefs, don't waste your time calling these executives, because they will feel that you are a humble subordinate and treat you accordingly.

(for example, "please don't disturb me, talk to my junior manager."

< /p >

< p > thinking like a senior executive is a way for executives to think that you really are like a senior executive, so it's worth taking time to think about it.

To build such a foundation, you must: < /p >

Less than P.

Fix body language to match your executive level.

To help do this, you can take every opportunity to keep an eye on CEO's dealings with other people and peers.

Executives have a "style" which is hard to describe, but this style is easy to see, and (more importantly) very easy to imitate.

< /p >

< p > loud and clear.

Never sound like a sales representative.

Don't fix one tone.

Forever, forever, forever.

Your confidence, excitement and pride must be reflected in your voice.

Just like the voice you recommend to a trusted friend.

< /p >

< p > pay attention to the details of costumes.

For example, if you sell products to the traditional a href= "http://sjfzxm.com/DESIGN/designer/index.asp" CEO < /a >, you should wear Rolex watches to wear Armani suits.

Can't you afford it? Borrow a little money and then pawn your stuff.

In essence, you need to use your appearance to emphasize that you are executives and are on the same economic level with them.

< /p >

P > there is no doubt that it is difficult for a newcomer who just graduated from business school to speak and behave like a CEO.

If that's the case, go into a more emerging industry, such as the computer game industry, which has a lot of very young CEO in this industry.

{page_break} < /p >

< p > < strong > second step: strategically selling < /strong > < /p >

< p > if you sell products are usually purchased through internal procurement, then you don't have to "call senior executives" in a laborious way.

Unless you are looking for something from a top executive, you won't even have chances to meet others, let alone the chance to make this business.

< /p >

< p > each top executive has his own opinion on what strategy is, and your product must be in line with it.

In each case, there is an official strategic motive and a hidden strategic motive.

They are: < /p >

< p > CEO/ President / Chairman.

The official motive is stock price or (if private holding) exit strategy.

The secret motive is how stock prices affect executive pay combinations.

< /p >

< p > chief operating officer.

The official motive is to keep all parts of the company running smoothly.

The secret motive is positioning CEO.

< /p >

< p > chief financial officer.

The official motive is the company's financial position.

Secret motives are the same, unless they are making false accounts, whatever the situation, which hides the fact.

< /p >

< p > marketing director.

The official motive is to build demand and achieve sales faster.

The secret motive is continuous activity to prove that marketing is not useless.

< /p >

< p > < a href= "http://zs.sjfzxm.com/" > Sales Director < /a >.

The official motive is to create an environment for profitable sales.

The secret motive is that when the assessment result is not very optimistic, he has to keep his job.

< /p >

< p > chief technology officer.

The official motive is to create an innovative product concept.

The secret motive is to continue to get fresh technology gadgets to play.

< /p >

< p > Chief Information Officer.

The official motive is to provide data processing services.

The secret motive is to prevent companies from outsourcing everything.

< /p >

< p > it is obvious that I have not seriously considered every secret motive, but I have included them in order to put forward a view that your strategic product must be attractive to the business interests of senior executives and the long-term career and personal interests of executives.

< /p >

< p > if your product is strategic, but if you buy it, you will forget the executive.

But if your product is strategic for the company, it is also strategic for the executives.

You will be on the fast lane! < /p >

< p > for example, suppose your company does the paper supply business.

If everything you do is to provide goods (for example, higher quality than competitors), your product has no strategic significance.

< /p >

< p > on the other hand, if you study the pattern of paper use and propose a proposal to reduce 25% of paper consumption and provide a measurable positive impact on the company's carbon emissions, then your product may have strategic significance.

< /p >

< p > Please note that in the second case, you may be a little more expensive than your competitors.

This is one of the many benefits of calling executives and products that attract big shots.

< /p >

< p > < strong > third steps: study < /strong > < /p >

< p > whether to meet you, so that you can better understand their requirements and needs, the upper class employees are not very important.

In fact, they tend to show off their knowledge.

But top executives don't have time to teach you, so before you go into the office of a big man, you'd better do your homework.

{page_break} < /p >

< p > research means understanding the role played by executives and executives in the company.

According to Neil Larcum, a sales guru, "in the eyes of senior executives, your understanding and understanding of their company is more important than his understanding and understanding of your company and his determination to buy your products."

< /p >

< p > to thoroughly study a senior management, you must make use of public and private resources.

< /p >

< p > public information includes information you can find through public means, such as documents submitted by the securities and Exchange Commission, press releases, meeting minutes, annual reports, open interviews, etc.

< /p >

< p > personal information refers to the information you collect during the conversation process, such as the company's predecessor or incumbent employee, the company that has regular business with the company, or those who have personal contacts with the company executives.

< /p >

< p > first, through the public information you collected, we have a general understanding of the general situation of Target Corp, such as its basic strategy and challenges.

Using these public information to identify a person, these people may be willing to tell you some details of the company, especially those who can provide internal information, such as the company's internal organizational structure, organization control network, decision-making power and so on.

< /p >

< p > once you have mastered public information, contact the potential sources of these insider information and ask for their help.

< /p >

< p > you have to use your sales and communication skills to decide that people who provide information can also benefit.

In some cases, the motivation of these people is to simply communicate with each other and exchange information.

In other cases, the motivation for giving you information may be due to consideration of the possibility of career development.

< /p >

< p > once you have understood the situation of the executive in the company, its business mode and its organizational function can provide a good idea that can cater for his potential motivation, you must prepare well. If you finally meet the executive himself, you need to use the product demonstration.

< /p >

< p > fourth step: make a simple message.

< /p >

< p > once you have successfully obtained the opportunity to interview, you need a comprehensive, short, friendly and targeted sales method.

< /p >

< p > my short and cordial expression is about ten slides, about twenty-five words on each slide.

Your presentation does not match this style? Go back and process again. You are not ready to see the executive.

< /p >

< p > the details of the product presentation will be different, but it must be made up of three parts: < /p >

< p > 1. Based on the research foundation, it gives an overview of its internal business, strategy, challenges and opportunities.

This overview must use the internal language of the client company in wording.

The customer company's logo should be on top and use large icons.

< /p >

< p > 2, with a slide of the largest size, introduce your company and product very simply.

< /p >

< p > 3, a business mode. Under this mode, your two companies can do business cooperation.

Use your product to solve a C level problem or achieve a goal of an executive.

< /p >

< p > in these basic structures, the final version depends on the details.

For example, if you have already done business with a C company, you should include this part, and use a slide with the largest size (which may be between the second and third parts) to show how your two companies worked together in the past.

< /p >

< p > similarly, if the purpose of the meeting is to finalize the business, add a slide at the end to serve your business.

{page_break} < /p >

< p > another thing.

Sometimes, C level managers will "fall into" a certain point of the product presentation, trying to figure out whether there is real content behind it.

So you still need to have all the slides showing details for the low-end employees, just in case.

But don't throw yourself away from these details.

Incidentally, it comes from conversations with Mark Shawka and Dan cook, who are the authors of the bestseller beyond sales value.

< /p >

< p > < strong > fifth step: keep good relationship between people /strong < /p >

< p > it is often difficult for senior management to see that your job is to contact them and get an interview appointment.

The most common way is to establish contacts with the internal staff of the Target Corp, who will introduce you to these Target Corp's CEO through private means.

The trick here is not to conclude paction orders with these low-level personnel, but to regard these people as potential connections.

Because these people may very well wish to get the benefit of your career by introducing you and your production to executives.

This is the most commonly used method and the best way to learn this skill. This is in a very hot post "sell to CEO! Can you win this competition?"

< /p >

< p > you can try to make a sales call directly to the senior manager.

But you have to learn to pass the operator or secretary, which is the problem, because they will protect senior executives from making public calls.

If you keep walking along this road, you'd better be sure that you are a great telephone salesman because you only have one chance.

However, I do know that this method works, because most senior executives, once you enter his small circle, are also very easy to let him buy things.

I once explained how to call senior executives in an earlier post "how to contact senior executives".

< /p >

< p > there are two ways to get direct contact with executives.

< /p >

< p > first, you can make use of the connections outside the company.

This requires studying the life of a senior executive, and then establishing a network of personal relationships, which allows people to introduce you to him.

This is a very efficient sales strategy. I have discussed this in several blog posts. The main points are: "how to build your own relationship network" and "get the recommended five criteria".

< /p >

< p > if you are particularly brave, you can try to make senior executives in social situations, and then use this meeting to achieve a business meeting.

Your research on the life and interests of top management can help you find public or semi public business meetings, and it will be possible to contact executives on these social occasions.

I will explain the details in "how to socialize with CEO (and sell things to them)".

< /p >

< p > no matter which method you use, the purpose is the same. Get an interview opportunity to talk about how you and your company's products can help the executive achieve his official and personal goals.

< /p >

< p > sixth step: from the beginning, the value added < /p >.

< p > now you have the chance. The most difficult work is over.

What you need to do at this time is to put forward a feasible method for future cooperation.

It shouldn't be difficult, because you have laid down all the foundations for building a long-term relationship with the senior level.

< /p >

< p > when you are talking about your ideas and products, remember that senior managers hate you wasting their time.

Don't try to use any clever sales techniques or pull relationships.

Top management has already been immune to that stuff, and you can't affect them.

You have to discuss the value proposition for business to catch their attention.

You can finish with the presentation used in the third step.

The real reason for that step is to let you focus on what interests executives.

Compared with the report itself, you can quickly explain and summarize your ideas, or more importantly.

< /p >

< p > from this point of view, there is no difference between selling products to ordinary people or selling products to senior managers.

If you have the right attitude, the right product and reasonable expectations, you are sure that you can make the deal.

< /p >

< p > easy, right? < /p >