I recommend a proactive strategy when it comes to reaching executive- level decision makers. We should start today to reach out to every C-Level executive within every existing company we sell to, as well as within our best prospective new customers. If what you sell has no relevance to some of these C-Level executives, then identify the five or six executive roles that are most relevant to you. If you sell consulting services to the marketing and advertising departments, then your five or six target people might include the chief marketing officer (CMO), VP of advertising, VP of channel marketing, or whatever. If you manage a broad territory with hundreds of potential accounts, then narrow it down to the top twenty best prospects and reach out to the right five or six executives in each.
When we are proactive, and we make the first attempt at communication, we can call at any level we want. You might choose to start out calling lower in the organization to learn more about their company before you approach the executive, but be careful you don’t get stuck down there. I suggest at least attempting to reach the key senior executives of all your target accounts, before anyone at their company has a chance to call you.
You may choose to use mail, fax, telephone, voice mail, e-mail, or whatever, but reach out to them and try to at least make the acquaintance of all the top executives you can. It is often easier to get past gatekeepers when they aren’t currently evaluating potential vendors than when they are. If we do our homework, and the research I described in What Customers Think About, we may be able to provoke or instigate a top-down initiative, or at least a commitment to explore the possibilities.