Focusing on features, functions, speeds, and feeds doesn’t get the job done. You may win the deal, but you won’t grow the account. Executives buy not because they understand, but buy when they feel understood.

No one likes to be sold, especially busy executives. Calling on executives and pitching your product or service, is not the best way to become a trusted advisor. So what should you do? Your homework, for starters.

Interested in moving your level of relationship with executives up the value chain? You better be prepared to create and demonstrate value in each and every interaction.

There are three areas of focus that you need to speak to with credibility.

The first has to do with demonstrating your knowledge of their business. Be prepared to discuss key business challenges and how you have successfully assisted other executives in meeting those challenges. Spend time on their financials, there could be a quiz later.

The second has to do with what you know about their competitors and what options they might leverage to further differentiate themselves for strategic advantage.

The third area has to do with articulating the additional value you bring to the table based on your experiences, perspectives and insights. At the end of the meeting, the executive should leave feeling that they learned something new that they can use going forward.

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Steve recently was interviewed on Sales Rep Radio on the topic of Assessing Sales Opportunities. To listen to the interview, go to www.sellxl.com and click on the Sales Rep Radio Link at the bottom of the Home Page.

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New Prospecting to Executives Workshop Announced

Prospecting to Executives is a one-day, interactive workshop that helps professional salespeople gain access to key executives in prospect organizations.  Based on findings from research with executives in each global region, Prospecting to Executives makes a unique contribution to the sales profession that is empirically accurate and culturally sound.

Click Here to take you to the page on the SellXL website that describes this workshop in more detail and also enables you to download documents about the workshop offering.

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Book Review:

In the Line of Fire - How to Handle Tough Questions...When it Counts
By Jerry Weissman - Copyright 2005 - Prentice Hall

This book is for anyone who has to make presentations or engage in public speaking. The book focuses on several key areas, such as: (1) How to answer challenging questions when making presentations; (2) How to maintain control over each question and answer session and to answer questions effectively; and, (3) Why each answer should benefit you, the presenter.

Public speaking is considered one of the most threatening and feared situations that people face in their jobs. Answering follow-up questions can be seen as more daunting and even more terrifying. The author, an experienced presentation coach, has written this book to teach presenters and others in the spotlight how to handle tough, even hostile, questions without losing audience control. He used elements from a number of public forums, like presidential debates and press conferences to illustrate some key points - and he dramatically makes those points! In the book, he focused on a number of recent events that most of us remember.

One of the most powerful examples he illustrated was taken from the 1992 presidential debates among President George H. W. Bush, Bill Clinton and Ross Perot. An audience member asked how the national debt had affected each candidate personally and each of the candidates gave very different answers - and it yielded significantly different results for each of the candidates.

Bill Clinton got up from his stool, moved toward the person asking the question and repeated key parts of it. This clearly showed that Clinton was listening and it demonstrated the fact that Clinton thought the question was important and even further demonstrated that he understood its relevance. Ross Perot responded by discussing how he had overcome poverty as a child. Most of us also remember that President Bush missed part of the question because he was busy looking at his watch. It looked to people who saw that famous picture that Bush was disinterested and almost dismissed the debates as a non-event. Bush's lack of response could have represented a turning point in the campaign and we all know the ultimate election outcome later that year. The most important point that the author makes is how Clinton seized the moment and took advantage of the questioning process - turning a potential negative point into a winning point for him.

I often think of how I respond to Q/A sessions following major presentations. I like to think I took a page from Jerry Weissman's book by totally focusing on each question posed by a member of the audience and using the questioning process to my best advantage. Of course, all of this comes with practice. If you've given a major speech or presentation numerous times, your challenge is to make it appear as if this is the first time you're delivering it. One way to do that is to take advantage of the Q/A portion of your presentation. Even though you may have heard the question several times, if you manage the process effectively, you can make it appear as though this is the first time you heard it. Weissman's book gives you simple approaches to putting those techniques into operation and makes you much more effective as a result.

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Professional Society of Sales and Marketing Training - A Unique Organization Just for You!

There's an organization that exists today for Corporate Sales Trainers and Sales Training Consultants that you probably have never heard of. It's called the Professional Society of Sales and Marketing Training and its website is www.smt.org.

I've been a member for the past 15 years or so and just recently attended SMT's Annual Conference in Amelia Island, Florida where they had their finest conference ever. I can say that as the immediate Past President because we had an excellent Conference Planning Committee that executed in an outstanding fashion. We had the normal array of General Session Speakers, but the Breakout Sessions were of the highest quality that I've ever seen offered at an event of this type. Many leading edge concepts were presented that showed attendees the state-of-the-art in new training techniques that were beyond the expectation of many attendees.

Check out their website and if you have any questions, give me a call at (404) 256-1801. I'd enjoy the opportunity to tell you more about this unique training organization that is directed specifically at those of us engaged in the wonderful field of sales and marketing training.

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