Bill Rice Internet Marketing > Executives’ Preferred Forms of Sales Contact?

Executives’ Preferred Forms of Sales Contact?

May 19, 2010 By
Image representing Forrester Research as depic...

Image via CrunchBase

I just got a Forrester Research Alert today in my email. It directed me to a new report entitled, “Technology Buyer Insight Study: Executives’ Preferred Forms of Sales Contact.” If you are so inclined, you can purchase it here for $499.

I’m not going to buy it, but I think it’s a really interesting question. One that would be really valuable to present to the Better Closer community.

Here’s my thought: We have hundreds of sales people visiting here each day. We might just be able to uncover the secrets locked away in this report by simply asking our community the question. So, here it goes—adjusted slightly to avoid angry Forrester researchers and lawyers.

In your sales experience, what is the most effective (assuming that reveals a preference) form of executive contact?

Personal note: I think the Forrester research might be a little flawed. In my experience, what executives tell you they prefer in sales communication is different from reality (i.e., what get’s movement in the relationship). That’s really why I rephrased the question.

Tell your sales community what works. Please, comment below.

I’ll start. I think it’s a word of mouth reference, followed by email. Thoughts?

Filed Under: Social Selling Tagged With: c-level, executives, forrester, Social Selling
About Bill Rice

Writer, Speaker, Social Selling, Lead Generation

Do you have a quick question? Email me: bill@bettercloser.com

SHOULD WE CONNECT? About Bill Rice

  • iannarino

    I haven't read the Forrester report, but I don't need to. There is no questions that executives prefer direct communication both in the form of a face-to-face visits or over the telephone AND that deals move forward when this occurs.

    Here's the rub, calling these executives, including cold calling these executives, is both the most effective and the least effective method to open a relationship. If a salesperson has the chops to create value, and if they have the ability to make their value known over the telephone, the telephone is the most effective choice (yes, including cold calling). If the salesperson lacks the ability to create real value for the executive by helping them with their most pressing business challenges, the phone is the least effective. But so is every other method.

    Truth be told, it's about the content not the method–it always has been, always will be.

    If you have something worth listening to, it won't much matter how you communicate it–they'll want to hear it. If you have something less than that, it won't matter how you attempt to communicate it.

    C-Level Executives Want (and Need) to Hear From You! Maybe!

    http://thesalesblog.com/2010/01/c-level-executi…

    For my money, I'd spend my time developing the ability to create the value, and worry less about the method of communicating it. The creation is a lot harder to get right!

  • http://bettercloser.com Bill Rice

    I agree. Most executive like a good conversation. They want to measure the people they do business with and know that a relationship is the core of getting value for their dollar.

    Good stuff as always Anthony.

    Thanks for stopping by and taking the time to comment.

  • http://www.bossey.com Keith Bossey

    Two points: First, I think you are right Bill in that executives do rely on word of mouth quite a bit. What that means to me as a salesperson is that I need to ensure that I interact with high level executives even if my buyer is tactical. Too many salespeople stop at the “doer”. Too many salespeople are afraid to engage other execs in the sales dialogue, too reliant on “permission” to do so.

    Secondly, I agree with Anthony. Calling high level execs (even cold) works. Maybe the reason that it works is so few do it, or perhaps as Anthony points out, so few have something worth listening to.

  • http://www.DanWaldschmidt.com/ Dan Waldschmidt

    ALWAYS…. ALWAYS…. ALWAYS…. phone or face time…

    and try to be interesting. Save your boring stuff for the bar — at least there someone might laugh…

  • http://bettercloser.com Bill Rice

    Very good point Keith. Just because you can win the sale at a lower level you should always work to make higher-level relationships.

    Case in point, I recently had a new client–deal was done and they were happy with a long-term retained arrangement. However, I kept working on building higher level relationships. I made it all the way to the Board room for a presentation. Five days later I had a personal referral by a Board member to another CEO and a inked deal with a Fortune 500 company.

    You are so right!

  • http://bettercloser.com Bill Rice

    It's all about good conversation!

about |  contact |  disclosure