I doubt there is a suggestion more frequently made to sales professionals than, ’sell higher.’ Throughout this post I have tried to provide highly actionable ideas and tools to help you learn how to think about the things that executives think about, and to leverage that perspective as you construct and conduct your sales campaigns. Now, let us get specific about why selling higher is so critically important, as well as how to elevate your sales campaign and help your customer to elevate their buying process.
When opportunities find us, and we react to them, it is almost inevitable that we engage at a relatively low level within our prospect’s organization. Even in our proactive prospecting efforts, where we make the first move to contact our customer when seeking potential business opportunities, our first successful ‘connection’ might happen at a midmanagement level or even lower.
As sales professionals, this situation of selling bottom-up is a very common one to find ourselves in. Participants in my workshops ask more questions on this one topic than on all other topics combined. So, I have dedicated this entire post to ‘How and Why to Sell High.’