When a sales professional pitches their services to a decision-maker at another company, they need to understand the bar is higher than normal and that executives expect more than your standard run-of-the-mill pitch.
In fact, they’ll be on the lookout for a whole range of things that a regular customer may not.
While service will be the main thing that they look, it’s important to understand the sales professional plays a key role in the decision making. Top executives don’t have a lot of time and if a sales professional’s pitch doesn’t impress them – and quickly – they are likely to lose interest and move on.
Executive sales coaching can help teach sales representatives how to impress decision-makers and what qualities they look for when it comes to the pitch and the rep’s personality.
Executive Presence, Passion, and Confidence
The best sales professionals tend to have an air about them. In executive sales coaching, this is known as executive presence. It is the feeling of authority and trustworthiness that a good salesperson gives off even when they’re around the high-ranking executives of another company.
Many qualities go into having an executive presence such as effective communication skills, adaptability, and consistency, all of which will instill trust in a buyer. But what will be immediately recognizable are the intangible elements, confidence, and passion.
In his new eBook Developing Executive Presence, The Salescoaching Institute’s CEO Doug Dvorak said: “Executive presence is something that must be cultivated and developed over time. And it all starts with confidence.”
While much of what goes into an executive presence can’t be measured, they are definitely noticeable when they are missing. In fact, according to many C-suiters, the absence of an executive presence can make a sales professional appear out of their depth or even untrustworthy. It is therefore critical that sales representatives exude passion about what they’re selling and confidence in its effectiveness.
Consistency and Integrity
Given how precious their time is, if a decision-maker even gets a whiff of inconsistency or a lack of integrity, you will lose them as a customer or prospect. Remember, a lot of these C-suite types know each other and talk about how their jobs are going so it’s important you are always “on” because, as they say, “word gets around.”
If, for example, a sales professional is talented when it comes to selling but is unpredictable and leans towards a lack of professionalism, it will catch up with them.
Likewise, if a salesperson lacks integrity and doesn’t honor their word or overpromises (or lies) during the pitches, it will also damage their reputation and cost them future business and referrals. A good reputation will go a long way in ensuring that a decision-maker trusts you and wants to hear your pitch.
Presentation and Communication
Unlike developing an air of confidence, killer presentation skills are techniques that you can learn. If you want to catch a big fish, you’d better have a big hook. Executives at other companies are far more likely to be interested in what you’re selling if the information is presented confidently and concisely.
Proper presentation involves keeping the focus on the customer, their needs, and how you can help them solve any problems they may be facing. You do not want to stay focused on your product or service and leave it to them how to figure out how to use it.
Be clear and concise and only present enough information to inform. More is rarely better as you don’t want to overwhelm them or waste their time. All they will remember is how you made them late for their next appointment.
Finally, a good presentation involves asking the right questions and answering those questions in an effective way. Ultimately, good presentation skills are good communication skills that allow parties to come to a mutual understanding.
Filling a Need
However, all of the previous information will not mean a thing if goods or services don’t actually fill a need at the company you’re pitching to. You should know what they need better than they do before pitching to them.
As marketing whiz Gabe Larsen wrote on Hubspot: “No one wants to hear a general pitch that would apply to any business. Research their vertical and use the information you found to personalize the pitch immediately.”
Bear in mind, it is also important you can provide proof that your goods or services will solve the problem you tell them they will solve. Demonstrating how their company will benefit from what you’re selling is undoubtable the best way to make a sale.
