Gaining the attention of a c-suite executive can increase your likelihood of scoring a big deal. But how can you craft a pitch that is compelling enough to receive a response? Even in an innovative working environment, it can be difficult to find the right method for grabbing the attention of busy CEOs. These 4 tips can help you make your pitch brief exciting, and memorable.
Keep it super brief
Contrary to what you might think, most CEO’s tend to read through all of their emails. They just don't respond to all of them. However, you really only have one shot to engage them and get a response. They have very little time so the email must be deliberate and thoughtful, but most important — very brief. A CEO might take a peek at the email on their phone while they are at a meeting, so make sure you easily convey information. Be sure to write any email intended for a CEO on a mobile device
Don’t come on too strong
We already know that CEO’s are busy. Asking for any amount of their time right off the bat is unlikely to prompt a response. Much like online dating, CEOs are not going to agree to a first date upon the first message. A more savvy approach is to socialize by asking relevant questions about their business. Once they start to engage, you can ramp up the relationship over time.
"Many of the cold calls I get today, people start with, 'Oh, I'd really like to meet you or I'd really like to talk to you' and it is a very self-centered request," he said. "I'm not saying it's bad. But you have to think about it from the viewpoint of the recipient.” explains Ori Eisen, founder and CEO of Trusona.
Do your research
Send the CEO an email they want to receive. This means doing your research to find common ground and information that will be relevant to them. Always make sure you know who you’re talking to, what are their problems and and a clear idea of what you can do to help them succeed. And remember, the email should benefit the CEO more than it benefits you.
“In general, CEOs are extremely involved with their alma maters, and if you went to their school or know someone who did, use that as an in. Reminiscing about college days can quickly become talking about current business,” explains Jeff Hoffman, author of Your SalesMBA™
Try something creative
A blanket, cookie-cutter sales pitch can be transformed into an attention grabbing statement if done right. Go the unexpected and unusual route.
“I created a cartoon about the recipient and I had a 2-foot by 3-foot postcard produced by a sign shop local to the end destination. The message on the back is usually brief, telling the target contact what I want to discuss and to expect my call. I have the piece delivered by courier, and when I call to follow up, I always find that it has created a stir,” explains Stu Heinecke, author of Drawing Attention.
The secret weapon
The best marketing and sales platforms provide value insight when it comes to sending sales pitches. For example, with the Hubspot CRM, you can get notified the instant a CEO opens an email, clicks a link, or opens an attachment. You can also create a sequence of personalized follow-up emails and reminders that get delivered automatically at the right time. When it is time to schedule a meeting, Hubspot allows you to send a link that lets leads pick a meeting time that works for both of you.
Looking for more ideas that will help you score big deals? Check-out our library of free Ebooks, like Boosting Your Sales with Inbound Marketing.