TTS™ Planning Guide -  

CxO Meeting

Dan:

I lead a team of 125 account managers selling technology solutions in the B2B world. I frequently travel with members of my team on key sales calls.  One thing that frustrates me is their lack of preparation for these important meetings. I would like to get your ideas of some best practices in this area.

Thank you!

Robert,

Sun City, AZ

Robert,

Great question! 

Your question really should be addressed in two parts.

1. What type of planning should a superstar account manager be conducting for the key sales call?
2. When a senior executive (you!) or other key corporate resource is investing time to travel with one of your team member on a key sales call what type of information should be reviewed with you to insure optimal value?

In this month's TTS Newsletter we will tackle the first question. Next month we will address the second issue.

Let's assume that the key meeting is with a senior executive or "CxO" within the targeted account. There is really no excuse for not doing the necessary homework for such a key meeting. Repeated failure to adequately prepare for a key meeting would be grounds for "special assignment". Remember the quote from Carl W. Buechnerg: Failure to plan is a plan for failure.

Below is a summary of the TTS Pre-Call Planning Guide™

1.    Research: "Know Your Client Better Than He Does".   

This is the first "R" of the "3-Rs" that I developed to assist in working with CxO's. Go HERE for more information on the 3-R's. Pre-call planning research has become much easier thanks to the internet and other very powerful research tools. I like to share with participants of TTS workshops that there is really no reason for not knowing the accounts better than they know themselves. For example:

• What Are The CEO's Top 3 Goals/Initiatives?
• What Is The Personal & Professional Background Of My Customer?
• What Are The Client's Top 3 Pains/Challenges?
• Who Is Their #1 Competitor?
• Who Is Their #1 Customer?
• What Is The Biggest Customer Complaint?
• What Is Their Market Share Trend?
• What Is Their Market Strategy?
• What Are Their Critical Financial Metrics?  TTS Power Matrix - Financial Report Card? - Link:  
• What Is Their Purchase History?

2.    Where Is The Customer On The Trust Triangle™? 

This key piece of information is critical in helping us to determine exactly what we should be sharing during the meeting. In short, the level of trust we have with a client/account dictates our conduct in the meeting. For more information on the Trust Triangle™ please refer to Chapter Two, p. 34 in my book: Building Trust Growing Sales 

3.    What Is The Meeting Goal? 

What exactly are we trying to accomplish in this meeting?  See the response to #2 above.

4.    Do I Have Appropriate Financial Impact Success Stories From Our Other Clients?   

One of the keys in consulting with CxO's is that you must have references or "similar situation" examples.  See the discussion of the 3-R's™. When meeting with senior executives there is much more emphasis on the financial impact of your reference impact stories.

5.    What Questions Do I Expect The Customer To Ask? 

6.    What Objections Should I Expect From The Customer?

7.    Do I Have A Plan To 3-D™ The CxO's Buying Process?   

You must be prepared to Develop; Document & Drive the logical next steps/action items in the customer's buying process. In fact, you should have developed the action plan in advance. Simply plan for the opportunity to lead the client down the pathway as to what the logical next steps from the meeting should be. Failure to have this information will cause the CxO to question your ability to drive a successful project and impact negatively on her level of trust in you.

8.    What Is My Fall Back If My Plan Fails?

You know that there is a very sound reason for:  spare tires, safety nets, octopus regulators and back- up parachutes, defibrillators and first aid kits. Superstar sales reps also plan for emergencies and worst case scenarios.  Be sure to prepare for how you plan to respond if your expected meeting plan goes haywire.

Robert, I hope these simple eight questions will help you to coach and lead your sales team to better prepare for the key meetings they are attending.

Next month we'll take a look at how the your team should be preparing you (or any other key company resource) for the meeting.

Good Luck, and Close 'Em!